As explained by Marshall McLuhan, the media results from a new scale that is introduced into our affairs. It influences humanity in either positive or negative ways. Considering automation, humanity is negatively affected because the new patterns of human association tend to eliminate jobs. On the positive side, automation also creates roles for people considering the depth of involvement in their work and human association that had been earlier disrupted by mechanical technology. The media also shapes and controls the scale and form of human association and action. The content available in media or the use of media, in general, are in varieties. The content displayed and portrayed by the media ‘blinds’ viewers and consumers to the character of the medium. Hence, people tend to reflect a mirror image of what is put out by the media. Finally, the media and technology have been interwoven from the earliest days of human communication. The media has created a seemingly endless amount of airtime for any and every voice that wants to be heard. It allows consumers to bypass traditional advertising venues and allow companies to be more innovative in trying to get the attention of consumers.

Technological progress despite having many advantages also has its disadvantages. For example, technological advancements that are to bring about alleviation of physical stress can bring on psychic stress that may even be much worse. Modern technology no doubt has gained a presence in our lives that it has become so addictive as people are now glued to social media and smartphones to the extent that relaxation and sleep is now impacted. This, therefore, causes even more stress than was present before technological progress came into light. Also, we are too prone and likely to make technological progress and instruments the scapegoats for the sins of those who wield them. The nature of the media is to creep inside participants and consumers unnoticed.  Hence, media; a product of modern science is not in itself good or bad but it really depends on the way it is used. The way it is used is what determines the value. If the formative power in the media is the media themselves, a whole lot can ensure that which would also adversely affect the purpose for which the media was created.

If we go back in time, and trace the history of the human culture, it can be observed there is no example of a conscious adjustment in the various factors involved in the creation of new ideas except the efforts that have been put in by artists and designers. An artist works to pick up the message of cultural and technological challenge decades before the transforming impacts are felt. Also, an artist is one who can function in any field; scientific or humanistic and grasps the implications of his actions and of new knowledge in his own time. The artist is vast in knowledge and must possess integral awareness. In other to successfully create new ideas, the artists must be able to correct the sense ratios before the blow of new technology which has numbed conscious and practical procedures. When he notices them, he can correct them even before numbness and subliminal reactions begin to surface. I am sure we all can agree with the saying “two heads are better than one”. In light of this, artists can work collaboratively with one another to ensure fresh ideas are created. When artists work together, they can pull ideas, resources and experience together to create top notch ideas.

The media a designer used to distribute information is only a path to success. The media used is not the final product which brings about positive changes in the thinking of the consumers or positive influences. The final work is responsible for these changes, hence, the work is placed significantly higher than the media which is used to create that information. Again, society is dependent on the outcome of the work put out by the designer, much care is not given to the media through which the output is being made. The designer however may take the media into consideration as it would help to create positive results. Nonetheless, consumers only are attracted to the final output of the process. Finally, the work of a designer is subordinate to the media used in achieving it, because the work is what the consumers feast on. They are usually oblivious of the process by which it was achieved but only consume the final product.