In J.D. Applen’s section on “McLuhan and Media’s Messages” from “Writing for the Web,” he delves into Marshall McLuhan’s influential theories that “the medium is the message.” This concept suggests that the medium through which content is delivered significantly influences how that content is perceived and understood. McLuhan posits that the characteristics of a medium, whether it be print, television, or the web, shape and control the scale and form of human association and action.
Applen explains that McLuhan’s theories is particularly relevant in the context of web writing. The web, as a medium, has unique properties that affect how information is consumed. Unlike traditional print media, which is linear and encourages deep reading, the web is non-linear and promotes skimming and scanning. This difference necessitates a distinct approach to writing. Writers must be concise and use techniques such as bullet points, headings, and hyperlinks to make content easily navigable.
For example, in this course we essentially are using his theory when we write a blog post. Many of our seo requirements is to add hyperlinks, headings. All these techniques are used so that our blog posts are easier to read, more appealing and more accessible to our web readers.
Applen also discusses the interactive nature of the web, which allows for a two-way communication flow. This interactivity changes the dynamic between the writer and the audience, making the audience more active participants in the communication process. Writers must consider this interactivity and create content that engages users, encourages feedback, and fosters a sense of community.
The importance of the mediums theories
Another key point Applen makes is the importance of multimedia in web content. The web’s ability to integrate text, images, video, and audio means that messages can be conveyed in more varied ways. However, this also means that writers must think beyond text. They also must consider how different media elements can enhance or alter their message.
Applen’s discussion of McLuhan’s ideas in “Writing for the Web” emphasizes the profound impact that the web has on how messages are crafted. Understanding these dynamics is crucial for effective web writing. It allows writers to tailor their content to the unique demands of the medium.
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