Medium Theory or Media Theory

What is medium theory？

For a Chinese student starting out in media studies, some seemingly simple questions often haunt my mind: Is it “Medium theory” or “Media theory”? What is the difference between the two? Just as in philosophy, the paradox is between the concepts of “universality” and “particularity”, the answer to this question is whether you care about the “universality” of media as a category or the “particularity” (some specific behavior) of individual media forms. In academic discourse, this distinction is non-negotiable, and “medium theory” stands as the only precise term for exploring media’s foundational role. Let’s explain this concept with key theoretical examples.

• The Golden Rule: “Medium Theory” Is Not Only “Media Theory”

First, let’s get the basic things clear: in academic writing, the meaning of the two terms have greatly different, yet exist together. It’s like the study of “Linguistics” – you learn how grammatical structures work, how sounds form words, and how to make communication between different languages clearer. These perspectives are not just focused on how to speak a single language like French or Spanish, but on the entire language system. For media, Medium theory studies how media, as a “universal structural force,” shapes human perception and social organization. While Media theory is studying the specific manifestations and differences of this force under different historical, cultural and technological conditions. The former is based on the latter and embodied through specific behavior. And the latter can not be further developed without the former.

• Medium Theory in Action: Easy Examples from Key Thinkers

To better understand and master the power of media theory, we need to first know its pioneers, who discovered the universal patterns of media long before the digital age.

1. Joshua Meyrowitz and the Formal Establishment of “Medium Theory”

When we mention “medium theory,” Joshua Meyrowitz stands out. In his 1985 book No Sense of Place, he introduced “medium theory” as a unique academic idea. He created a framework for studying “shared media traits.” Meyrowitz’s main point is clear: All media—like television, phones, or video calls—change the “boundaries of social situations.” In simple terms, media alter the unwritten rules of “what we do and say in different contexts.” This change is at the core of medium theory.

Considering the time before television: “Public figures’ private lives” and “their public speeches” were separate. We only saw politicians in formal settings, never in their homes. Television changed that. We began to see politicians discuss their families or hobbies on talk shows, blending private and public contexts.

Now, with video calls like Zoom, this blending is even clearer. “Going to work” used to mean being in an office, while “staying home” was private. Video calls have made “attending a work meeting in pajamas” normal, merging these contexts through media. Meyrowitz wasn’t debating “whether TV is better than phones” or “how video calls changed work.” Those are media theory topics. He highlighted a universal truth: All media quietly rewrite the “rules of context.” Whether it’s past television, current video calls, or future media, this trait shapes our lives. That’s what medium theory aims to explore.

2. Marshall McLuhan and “The Medium Is the Message”

Marshall McLuhan expanded on this foundational logic with his famous 1964 phrase: “The medium is the message.” His point is simple: The way you share information (the medium) matters more than the information itself (the content).Let’s use an everyday example: Imagine you want to tell a friend about a funny mix-up at your coffee shop this morning.

• If you text them: You’ll probably type a short, snappy message—maybe “I accidentally asked for a ‘soy latte with extra cat’ instead of ‘extra foam’ 😂”—and hit send. You can’t hear their laugh or see their smile, so emojis fill in the gaps. The medium (text) makes the conversation quick and casual; it’s great for a quick laugh, but you might skip small details that feel too long to type.
• If you call them: You can laugh as you tell the story, pause to explain how red the barista’s face turned, and joke back when your friend says, “Did they offer you a cat instead?” The medium (voice call) adds warmth and back-and-forth—you feel like you’re right there with them, even in different rooms.
• If you write a handwritten note: You might doodle a tiny coffee cup next to the story, add a postscript about still being embarrassed, and seal it in an envelope. The medium (handwritten note) feels more thoughtful—your friend can hold it, see your messy handwriting, and revisit the story later when they need a pick-me-up.

The core message (“funny coffee shop mix-up”) is the same, but the medium changes how you share it, how your friend feels about it, and even which details you include. That’s McLuhan’s insight: The medium shapes the message—and this applies to every type of media, not just texts or calls.

3. Medium Theory in the Digital Age: Why Social Media Feels Different from Letters

Medium theory is still relevant today; it helps us understand modern media. Let’s look at social media like Instagram compared to traditional handwritten letters.

Handwritten letters come with clear rules. You write them by hand, find an envelope and stamp, and mail them. Then, you wait days (or weeks) for a reply. This medium makes communication feel intentional. You think carefully about each word since you can’t easily “delete” or “edit.” The wait builds anticipation. It’s a slow, one-on-one exchange. Instagram (social media) changes this. You can type a post, add a photo, and hit “share” in just 30 seconds. Then, you can get likes, comments, or replies from many people within minutes. This medium makes communication fast and public. You might post for a broad audience, and instant feedback can change how you interact (like adding a follow-up comment to answer a question).

From a medium theory perspective, this isn’t just about “social media vs. letters.” It highlights a key feature of digital media: they prioritise speed, accessibility, and connecting with many people at once. In contrast, analog media (like letters) often focus on depth, intentionality, and personal connection. Even other digital tools—such as email (fast, for multiple recipients) vs. a printed birthday card (slow, personal)—follow this pattern. Medium theory shows us these differences are not random; they relate to the essence of each media type.

• Summary

In short, medium theory invites us to step back from asking what messages we share and instead to ask how the channels themselves reshape our relationships, behaviours, and perceptions. Whether it is the traditional media of the past or the advanced online media of today, each type of media carries a unique logic and reflects the continuous exploration of mankind in the field of media.

Media theory” is about individual tools (the trees), but “medium theory” is about the patterns that connect all media (the forest). If you want to understand how media truly impact our daily lives—from the books we read to the posts we share—the forest holds the most important lessons.

In a rapidly changing digital world, medium theory reminds us that new technologies do not merely deliver content—they quietly reorganise the very ways we see, feel, and connect.

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References:

Marx, K., Engels, F. and Fever, L.S. (1969) Basic writings on politics and philosophy. [1st ed.] / with a new introduction. Glasgow: Collins.

Meyrowitz, J. (1985) No sense of place : the impact of electronic media on social behavior. New York; Oxford University Press.

McLuhan, M. (2001) Understanding media : the extensions of man. London: Routledge.

McLuhan, M. (2008) The medium is the massage. London: Penguin.

Université de Versailles Saint-Quentin-en-Yvelines. Centre d’histoire culturelle des sociétés contemporaines, issuing body (2017) Media theory. Guyancourt, France: Centre d’histoire culturelle des sociétés contemporaines, Université de Versailles Saint-Quentin-en-Yvelines.