“There’s a wonderful sign hanging on a Toronto junkyard which reads: “Help beautify junkyards—throw something lovely away today.” And this is a very effective way of getting people to notice a lot of things.”
— Marshall McLuhan
In his 1964 work, The Medium is the Message, Marshall McLuhan argues that the way a story is communicated (the medium) has a bigger impact than the story itself. The medium shapes our experience in the same way that a light bulb – a medium without a message – has the ability to create a new environment. The light bulb lets us do things at night that we couldn’t do in the dark. The medium itself can change how we interact and experience things, even if it doesn’t have any specific content.
Media and technology extend our senses and change how we interact with the world. For example, the wheel makes transport easier; the telephone lets us communicate over long distances; and the Internet gives us access to global information and connections.
Even if the content is the same, the medium affects how we engage, for example print news offers deep analysis and reflection, while TV provides quick, eye-catching updates and simplified stories.
A news report on a crime might change public attitudes more because it’s broadcast into our living rooms, than because of the details of the crime itself. In our modern setting, social media’s emphasis on instant interaction and immediacy, influences how we interpret its content.
Art is just another medium, but it’s unique because it crosses language and geographic boundaries and has the power to critique social norms and technological advances.
What I find most interesting about McLuhan’s work is his suggestion that mediums that leave more gaps in story for the viewer to complete themselves, are more engaging. I see this as an argument for not over explaining art works and seeking out ways to allow the viewer to actively engage in a piece. I think this is a challenge for most creatives, particularly jewellers, who tend to be perfectionists with high levels of attention to detail. I really like this as a challenge though.
And what is Art? According to McLuhan, “Art is anything you can get away with.”