Marshall McLuhan’s famous declaration “The medium is the message” never made sense to me. It sounded cool, but on the surface there was not enough there to offer much of an explanation. It seemed one of those things other people understood and used, but I did not. Perhaps I had missed the class or not read the book in which the famous phrase was explained.
The expression came up again in the book club I joined while we reading a book by Johns (The Science of Reading). A sizeable proportion of one chapter considers McLuhan’s famous proposal and provided a reference to his first use of the phrase. The original mention was a comment he made at a conference and then continued to develop.
The page is not a conveyor belt for pots of message; it is not a consumer item so much as a producer of unique habits of mind and highly specialized attitudes to person and country, and to the nature of thought itself (…) Let us grant for the moment that the medium is the message. It follows that if we study any medium carefully we shall discover its total dynamics and its unreleased powers.
Print, by permitting people to read at high speed and, above all, to read alone and silently, developed a totally new set of mental operations.
Johns’ book is about the history of the study of reading as a science with more on how reading and the methods by which reading skill is developed became a political issue. My effort to create a personal understanding of what any of this would have to do with McLuhan now is based on my consideration of different media and what McLuhan had to say specifically about reading. I have come to think about reading as a generative activity which is a topic I write about frequently. From this perspective, reading is an external task that gives priority to certain internal behaviors. In contrast to some other media, reading allows personal control of speed. A reader can take in information quickly or pause to reflect. A reader can reread. Text sometimes requires the reader to generate imagery in contrast to having imagery offered to them as would be the case with video. Reading cannot transfer a complete experience from author to reader and much is constructed by the reader based on existing knowledge. Reading has a social component. In most cases reading involves an implied interaction with an author, but also with others who have interpreted the same input and who often interact to share personal interpretations.
What McLuhan had to say about media now reminds me of the notion of affordances. Affordance refers to the potential actions or uses that an object or environment offers to an individual, based on its design and the individual’s perception of it. The term was originally coined by psychologist James J. Gibson in the context of ecological psychology to describe the possibilities for action that the environment provides. Affordances can be both obvious (like a door handle that affords pulling) or less obvious, depending on how the individual perceives and interacts with the object or environment. It is this less obvious type of affordance that applies based on expectations for texts and for how we anticipate texts to be used. Factors such as the allowances for controlling speed and pausing with a medium that is essentially static when we are not interacting with it to allow reflection are more like the obvious affordances Gibson proposes.
Those who reject a media effect
Having reached what I hope is an appropriate understanding of McLuhan’s famous insight, I realized that I have encountered a contradictory argument commonly taught within one of my fields of practice (educational technology). This controversy concerns what tends to be called the media effect.
The “media effect” refers to the idea that the medium or technology used to deliver instruction (such as television, computers, or textbooks) has a significant impact on learning outcomes. This concept suggests that different media can produce different levels of learning or change the way people learn.
This perspective was challenged by Richard Clark in his influential 1983 article, “Reconsidering Research on Learning from Media.” Clark argued that the media itself does not influence learning; rather, it is the instructional methods and content delivered through the media that determine learning outcomes. Clark famously stated, “media are mere vehicles that deliver instruction but do not influence student achievement any more than the truck that delivers our groceries causes changes in our nutrition.”
Clark’s challenge to the media effect emphasized that it’s the instructional design, the way content is presented, and the interaction between learners and content that are crucial for learning, not the medium through which the instruction is delivered.
I always struggled when teaching this position. Instructional designers are expected to consider this argument, but my interpretation never allowed me to understand why this would be true. If I wanted to teach someone the cross-over dribble, wouldn’t it make more sense to begin by showing the move rather than describing it with text? I understand that each of us learns through our own cognitive actions, but how we access inputs (external representations) would seem to matter in what our cognitive behaviors have to work with. When you ask advanced students to deal with arguments such as Clark’s that challenge actions they might be prone to take, it is common to match the challenging position with a source that offers a counterargument. I paired Clark’s paper with a paper written by Robert Kozma. If you are inclined to pursue this controversy, I recommend this combination.
Does it matter?
Possibly. I think we are experiencing changes in how we experience information. Most of us experience more and more video both for entertainment and for learning. It is worth considering how we might be influenced by the medium of input. If we are trying to learn more frequently from video, how do we attempt to process the video experience in a way similar to how we can take control and process text?
References:
Clark, R. E. (1983) Reconsidering research on learning from media. Review of educational research 53 (4), 445-459.
Johns, A. (2023). The science of reading: Information, media, and mind in modern America. University of Chicago Press.
Kozma, R. B. (1994). Will media influence learning? Reframing the debate. Educational technology research and development, 42(2), 7-19.
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