In our Week 11 lecture, Mediums Technologies Mcluhan was introduced as one of the most influential and controversial medium theorist to date. Internationally famous in the 1960’s due to his provocative phrases and axioms, he further emphasised a Billig’s understanding of communication that ‘a message is part of part of a debate where arguments flow back and forth’ (1996, Billing, pg 85). Mclauhan explored the idea surrounding the ‘new electronic interdependence’ emerging within the post-broadcast era, investigating whether the neo-liberalism of technology could ‘recreate the world in the image of a global village’. 

This idea of a ‘global village’ I found extremely interesting, as internet providers and mediums promote their platforms connectiveness, creating a unified perception of universalism. In this ABC Interview –

– Mcluhan discussion of advertising as a public art form, the effect of the service environment on man, and man effect on himself through the search for identity. His discussion on medium being a message although is applicable and usually directed to the increasing influence of technology, surpasses just the physicality of machines and explores the spirituality of mankind’s soul. His rhetorics surrounding the idea of communication reflects our society’s changing nature and idea of post-modern truths. Thus, by observing rhetorical analysis of communication we ironically find a message, in the message, of how to message.