THE MEDIUM IS THE MESSAGE

The phrase ‘The medium is the message’ was coined by Marshall McLuhan. It tells us that the way information is portrayed using media or the medium of propagation used by it can add another dimension to the viewer’s understanding of the message or morale featured in it. An example is the way in which a music video succeeds in making an impact, far greater than its audio track. The different elements used in the video add multiple layers to the way the message is interpreted by the receiver. Establishing a link between the target viewers and the situation becomes a very important factor here and its efficiency determines the extent of influence the content is able to impose on the viewer.

Here, I talk about the medium of YouTube and use the example of a song to explain the phrase. The track name ‘1-800-273-8255’ refers to the phone number for National Suicide Prevention Helpline. Produced by Logic and 6ix, it features vocals from Khalid and Alessia Cara. The source of motivation behind the song can be drawn from Logic’s words after being approached by a fan who thanked him for saving his life, “And then it hit me, the power that I have as an artist with a voice. I wasn’t even trying to save your life. Now what can happen if I actually did?”

The theme of the music video revolves around a teenager who struggles with feeling accepted from his homosexuality. The medium has been chosen wisely, keeping in mind the target audience – ‘modern day teenagers’. The predicaments depicted in the video are specific enough so that most teenagers can relate to them. The hostility surrounding the protagonist creates an apt build up to the significant events in the video. Despite it being a very sensitive topic which arouses mixed opinions from different sections of society, the content consciously unfolds to bring about cognizance to everyone in its climactic phase. The illustration of gay marriage between persons of different races towards the end of the video elucidates an allegory representing both black and white sections of society welcoming the idea of one’s freedom regarding the choice of sex. The medium is manipulated in an attempt to shape the perspective of its viewers into that of the central character.

The impact due to the usage in medium is well justified as within three weeks of the song’s release, there was an increase in the calls directed to the NSPL by 27% as well as the visits to their website by 100,00 within a few months. Also, following a live performance of the song, the calls to the hotline of the ‘National Suicide Prevention Lifeline’ experienced a 50% rise.

Wherein the audio track and lyrics of the song alone leave plenty of room for speculation into its real meaning, the discernment of the receivers takes a different form when visual representation is added to the existing content. It adds context and essence to the gist to catalyse our thought process towards what the artist wants to proffer. The medium enumerates the tenor and summates concreteness to the directive.

The music video can be found here on its Youtube link.