The medium theory was created by a Canadian communication theorist Marshall McLuhan in the year 1964 However his theory was later developed and expanded in 1985 by a sociologist names Joshua Meyrowitz. Meyrowitz was able to build on McLuhans theory by discussing and researching the new century of the mid 20s technological and media-ecology perspective of different types of key thinkers.
The medium theory has a range of different studies that examine and explore how the physical, technical, and social characteristics of a communication channel can shape and change how humans can perceive, think, interact and become dependant of the key information of the content given.
The main idea of the Medium Theory is that technology introduces a new scale and pattern in humans daily activities. This suggest that technology alters the way we behave on a daily basis due to its ‘influence’. For example when listening to the news you cant hear peoples emotions when they are debating or discussing a topic, due to ones emotions it could allow the public to think the person with a louder and more moving tone is winning the argument whilst people watching on TV could think the opposite as they able to see the emotions and body language displayed. This is called the Medium affect as both services of technology bring out different opinions and thoughts based on what they are hearing or seeing.
The context of the debate are the exact same thing but have been displayed in different technology platforms which completely changed the sensory environment, this lead to audiences judgement to be the same for those watching tv but different for those listening on the radio this is why this scenario fits withing the medium Theory and backs up McLuhan and Meyrowitz research.
This theory can lead the public to truly understand how much technology has been adapted how much different we can think and act before we were introduced to technology. Although, this may seem as a bad thing but is not, this is because it shows a clear representation of how our brains think. The quick change of thoughts and emotion based on what we are hearing and seeing show how well our brain adapts to information and make us think about what is more to the context given. However, this change in processing information can cause conflict as the audience are surrounding themselves with opinions that they are are unable to feel for themselves as they are being influenced by what they see and how others react to it based on the emotions we see and hear.
Each and one of us as been affected by this theory and have developed opinions based on what we see and hear this similar to the two step flow theory as both source of media, technology affect how one receive information and how they are able to process it.
Meyrowitz had an huge advantage when elaborating the Medium Theory as it was much easier and insightful due to fact he was using the medium Theory with 20th century technology which was a huge difference from technology in the 60s when McLuhan was creating and analysing this theory. The upgrade in technology really proves McLuhans theory and has allowed the audience to realise how their brain and behaviour adapt to technology and overtime change their overhaul energy and mannerism.
