Last Tuesday, we talked a lot about new media, which are always related to the old ones, like film being related to theater. McLuhan gave the most part of his analyses to the medium itself being as important, if not more, to the message. The example of the debate for the presidential election, between Nixon and Kennedy is a good one to demonstrate that, with one difference, here the absence of image, the result can change and be influenced. The use of two different media, which get the exact same message, give a different answer. The one watching television would be influenced by the image, and so the prestance, and the leadership image of Kennedy wins over the incomfortable position of Nixon. Which people couldn’t see on radio.
About this influence, I was thinking it has the same effect on a total different subject. I read some articles for a paper that I had to do about media, and I remember noticing that the advertising on television worked more than the one on the radio or the press. 30% of people remember of what they saw and only 10% of what they read. And yet, for the most of advertisments, I could recognize with the music theme and dialogue of one on the radio that it was the same as the one in television. I think it makes sense because of the same reason that people choose Kennedy as a president. The image is more powerful then only the dialogue, especially for this kind of message. It has to be entertaining, attractive and make believe to the spectator that he needs it. I think the color and the dynamic of the spot will be very important. On the radio, the message will focus on the intonation and for a lot the music theme, which should be catchy. These two different media, manipulate the same message and the same goal but with two different kind of medium. Of course, these are not the only one if we count press etc… With the example of the advertising, I supposed it can illustrates too the concept of the importance of the media over the message. But I think we can not put aside the importance of the message also. It will be always existing through the different media.