A theory that was coined by Marshall McLuhan who was a theorist and philosopher. The theory encompasses the features of communication and looks at how mediums connect with human senses. The world is experienced through mediums and communication that filter the world to what we know it is. The medium transforms how we view content.
In the modern age, social media is a big perpetrator of affecting a message and in doing so there is a heavy influence on differing mindsets. For example the level of detail that you will receive in an Instagram or TikTok post is not going to be the same as an article published on The Guardian or on the 6 o clock news. Not only is the content different but also the reach, as majority of people are now on some form of social media so spreading news on there nowadays more people would have access to it or be more inclined to tune in/ read about it if it’s in a form that they are used to. However a downside of social media news is that it’s not always reliable as it tends to be more opinion based and less verified with sourcing and the information but you can’t fault that because it’s not professionals its everyday people.
More recent news, conversations about slavery have been in the government ahead of the Commonwealth meeting as Tory leader Kemi Badenoch has made what many people would deem as a string of controversial statements regarding the state of the country and its multiculturalism as well as comments on African countries especially about Nigeria which is where she was raised. Badenoch is in a position of power so her comments are noticed by people and is talked about online and in the news.
https://vm.tiktok.com/ZGdXFYUnu/ – This TikTok replays the interview Badenoch had where she presents a firm stance on how she wasn’t in support of the Black Lives Matter protests that were sparked on a global scale in 2020 after the death of George Floyd.
https://vm.tiktok.com/ZGdXFYotp/ – This video not only shares what Badenoch’s views are but backs up evidence as to why what she says is problematic. It’s done in a way so that you keep watching as it commences with the short clip of her making the race comments which makes you stop and listen as it seems so outlandish and then the discussion is continued with the evidence he provides which also helps viewers learn about deep rooted issues that they may not have been fully privy too.
On the other hand, news organisations publish the same information and articles in this case regarding Badenoch’s comments but they might be viewed differently because it’s more text heavy and less engaging.
Reference List
https://www.bbc.co.uk/news/articles/cx2ygwxn9kzo
https://www.theguardian.com/world/2026/nov/01/britain-should-not-apologise-slave-trade-kemi-badenoch
https://www.kemibadenoch.org.uk/news/kemi-badenoch-problem-critical-race-theory-interview-spectator
