It seems that data (based on circulation numbers versus subscribers or followers) shows clearly that legacy media is no longer “the medium” and consequently cannot carry the message. The recent US Presidential election being a case in point. Marshall McLuhan’s thesis that the “medium is the message” is in fact being confirmed as the medium shifts.
Legacy media – probably as a reaction to the internet and social media – has abandoned all traces of impartiality and has adopted blatant biases as a misguided way of stemming at least some of the waves who are abandoning them. I had great respect once for, among others, The New York Times, The Guardian, The Washington Post, The Times, The Telegraph, The Times of India, The Hindu, Reuters, AP, El Pais, Le Monde, der Spiegel, Deutsche Welle, and even NHK. Not any more. They are now part of the legacy media I consider irreversibly corrupted by their bias. The bias is most evident in the political arena but has now seeped into their coverage of sports and the arts. I see that the LA Times which was even more blatantly biased is now trying to shift direction but it is not likely to be very successful.
Legacy media will no doubt struggle on but they will all only struggle on to bankruptcy. They are now as obsolete as roaming bards, town criers or wall news-sheets. Legacy print media is going downhill fastest but even broadcast TV for messaging is dying.
ktwop:
The decline in circulation numbers for traditional print media, coupled with the rise of digital subscriptions and social media followings, strongly supports the idea that legacy media is dying. This shift directly relates to Marshall McLuhan’s famous assertion that “the medium is the message.”
The reasons can be broken down as follows:
- Changing Consumption Habits: People are increasingly getting their news and information from digital sources. This includes online news websites, social media platforms, blogs, and podcasts. This shift in consumption habits directly impacts the reach and influence of legacy media.
- The Medium Shapes the Message:McLuhan argued that the medium through which a message is conveyed is as important, if not more important, than the message itself. The format of a newspaper, with its structured layout and focus on in-depth articles, creates a different experience than scrolling through a Twitter feed or watching a short video on TikTok.
- Digital Media’s Advantages: Digital media offers several advantages over traditional media, including:
- Accessibility: Information is readily available on various devices and platforms.
- Interactivity: Readers can engage with content through comments, shares, and likes.
- Immediacy:News can be disseminated quickly and efficiently.
- Personalization: Algorithms can tailor content to individual preferences.
As a consequence and as their audience shrinks, legacy media outlets are drastically losing their ability to shape public discourse. Social media influencers and online personalities are shaping the conversations as they build large and engaged followings. People are increasingly getting their news from different sources, leading to fragmented audiences. Very often their sources are their own echo chambers and can reinforce existing biases.
The data clearly indicates a shift in media consumption, with digital platforms taking center stage. This shift validates McLuhan’s thesis, highlighting the profound impact of the medium on how messages are received and interpreted.
The k2p blog 