It was interesting to hear McLuhan’s take on the influence of media in 1928. While he couldn’t possibly have commented on today’s definition of media (mainly technology-based), there are rather clear parallels in his writing to media today. One of his points that I found most interesting was his view of media as propagating certain ideals and reinforcing those ideals as ‘intelligence.’ He writes, “Unaware of our typographic cultural bias, our testers assume that uniform and continuous habits are a sign of intelligence” (McLuhan 158). This point brought up two questions in my mind: how are we fed beliefs through media today? and how does media promote the repetition of these beliefs. I mainly thought about this through a political perspective and came to the conclusion that social media outlets reinforce the same ideals on both sides of the political spectrum. Social media, in essence, has taken away the necessity to think intellectual thoughts and formulate our own ideas. Outlets like Twitter and Facebook grant you the ability to simply ‘retweet’ or ‘share’ images or sentiments you agree with, with minimal thought as to what result you relaying this information will have on your audience. Additionally, we are more prone to share information that has already reached a level of recognition where we feel comfortable enough to pass it on: a video that has gone ‘viral,’ or an op-ed that’s by someone of merit. Thus, we are a product of a system that promotes the repetition of the same ideals.
To expand, media promotes sharing these posts that (more often than not) strengthen the divide between two political ends. This results in deviation from social media’s intent of facilitating conversations, and instead obscures the true beliefs of the other side to the nonsensical. Of course there are obvious exceptions where extremists do believe certain things that society declares problematic, but for the most part media propels false labeling of large groups. Further, it’s in the repetition and sharing of these ideals that people feel they are making contributions to society, but the reality is that passing on the same information doesn’t make you an intellectual. Rather, it’s through forming your own opinions in the face of your environment’s influence that true intellect comes through and media does its duty.