The core of McLuhan’s theory starts by explaining media as an extension of ourselves. According to McLuhan, phones extend our voices, and computers are an extension of brains, the television extends our eyes and ears. In addition, McLuhan believes that electricity extends our body’s nervous system in general. McLuhan’s subsequent idea of the media or technology is that they are an extension of some physical, psychological or intellectual functions related to humans.
McLuhan explains technology as a machine that introduces narcosis to the user in his book, “understanding media: The extension of men.” As such, technology causes a numbing effect of amputation towards the users. Automation creates new patterns for the people, is the association with the humans tends to eliminate jobs that are viewed as a negative impact. McLuhan further believes that technology alters human relations with each other and ourselves. Technology influenced human labor through the fragmentation of the production process.
The real takeaway messages for artists and designers are developing tools, services, experiences, and communities from the medium. According to McLuhan, the internet has created the most extensive reach than other mediums in history. However, despite the power of the internet, it has created considerable implications on the message status. Designers and artists are encouraged to perceive that the internet as a medium teaches expandability, instant satisfaction, and accessibility. Artists and designers need to understand how the design of the medium shape the message.
To fully realize their goals, artists and designers need to embrace technology tools and acknowledge the world on the medium they will enjoy culture, art, or music. Maximizing the medium impacts the distribution of the message. According to McLuhan, the medium is always subordinate to the message. Artists and designers face many challenges in determining ways to deliver or distribute the media. The media itself has a more significant impact on the environment.