The medium is the message

The growing use of digital media has changed the way we get news. Technology has not only made travelling of words, pictures and videos faster but also has provided us with multiple sources to get our daily dose of news. We read newspapers and magazines, listen to radio, see TV bulletins, access news websites and get information as updates or through social readers on social networking websites. Technology is making information available everywhere with ease. Information is just a tap way. You tap your smart home and it comes flowing.

Marshal McLuhan said: “The medium is the message.” He said that a "message" is "the change of scale or pace or pattern" that a new invention or innovation "introduces into human affairs." McLuhan was a Canadian media analyst. He predicted the invention of New Media in the 50’s, thirty years before Internet took a shape.
Fifty years ago, no one had thought of getting news when travelling in bus or train or sending information anywhere in the world from a remotest part of the country. It is possible now. We live in a ‘Global Village’ as referred by McLuhan and are always connected to the outside world.

 On the 100^th birth anniversary of McLuhan, his theories which were rebuffed by media critics those days seem relevant today. Technology has bridged gaps between the informed and the ill-informed. I remember a real story in which children and youngsters of a village in Rajasthan got frightened when they saw rains for the first time. They were ill-informed about this phenomenon of nature. They had no exposure to the TV and newspapers. This incident draws a stark picture of the days when there were people who were unaware of certain things which we find obvious today.

The scenario has changed and people have access to information from multiple sources. News dissemination has become easier and quicker than the earlier times. We receive news at lightning speed. Even a secret mission of US Navy Seals was known to the world a few minutes after they stormed into a house in Abottabad to kill the deadliest terrorist Osama Bin Laden. A minutes after their raid a man in the neighbourhood update minute-by-minute update on the micro-blogging site Twitter.

The Internet hasn't become just another medium for news consumption; it is changing how people interact with news. We have seen people sharing news which interest them with others on social networking sites. Such updates on popular sites have brought revolution such as the Arab Spring. Everything has its flip side. Sometimes technology is used with bad intentions too. London riots are one of the few examples where the rioters used Blackberry Messenger (BBM) service for rioting. Anti-social elements use it to spread hatred and hoaxes while academicians use to share their knowledge with their students and colleagues.   So, the medium has given its message but it is up to people how they interpret the message or it will be right to say how do they handle the New Media?

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