Marshall McLuhan was of the belief that a medium is any extension of ourselves, a change of scale, pace or pattern in behaviour. In relation to the social media giant Facebook, Jonah Peretti’s Buzzfeed article cleverly summarises the way in which this entity is used to add meaning to developing content. Facebook is characteristically the medium for which a message is expressed, however McLuhan’s aforementioned theory challenges this notion, placing emphasis on the idea that it is indeed the reaction to this content and how it is used to enhance the ‘message’ within message.
Consider Eddie McGuire’s comments made about AFL star Adam Goodes:
Initially the comments were deemed as highly offensive for they held a racial connotation, as they should have been. Whilst social media was quickly sent into a frenzy, a much deeper issue had been brought forward. Racism had now been made apparent across all codes of sport in Australia. Differing opinions spread throughout social media allowed the content to become more important, due to its accessibility. Through this example it is apparent that a medium such as Facebook has allowed the development of the message, as the meaning is dependent on the interpretation of a message. It also suggests that social platforms are capable of finding ‘messages’ within a message.