FINAL POST

Final Essay

As society progresses, new channels of communication are constantly being created. What began with oral communication as the only medium has flourished into a society with several different channels that differ in effectiveness. Marshall McLuhan’s concept that the medium is the message has highly influenced the ideas contained in Adler and Rodman, which discuss one of the most important elements of the linear model of communication. Adler and Rodman state that one of the most important elements of communication is the channel, or method by which the message is conveyed (14). Evidently, Marshall McLuhan would undoubtedly agree; however, this is highly different than the idea put forth by Norman Fairclough, who places emphasis on language, and the message itself, rather than the medium, through which it is communicated. Furthermore, Fairclough also discusses the idea that language is what exerts power over people. This view clashes with the ideas presented in Adler and Rodman, as well as with McLuhan, who would disagree with this notion. All of these concepts are interconnected through discussion of the medium and the message and differ in the belief of whether or not the medium truly is the message.
Adler and Rodman state that the channel chosen can make a big difference in the effect of the message (14). For instance, a letter which is typewritten has a different effect than if it were to be handwritten`` (Adler and Rodman 14). ``Likewise, ending a relationship by leaving a message on an answering machine would make a very different statement than delivering the bad news in person`` (Adler and Rodman, p.14). It is evident that McLuhan would agree with the ideas discussed because of his belief that the medium is the message. Adler and Rodman state that e-mail and instant messaging convey the lowest amount of information (15), and it is obvious that McLuhan would concur with this idea because he believes that ``it is the medium that shapes and controls the scale and form of human association and action`` (McLuhan 235). This means that it is not content itself which is important, or truly expresses the idea being put forward. It is the way which the content is being presented that is truly important, and influences the message. The medium chosen could potentially change the entire message. Adler and Rodman would agree that it is not the content that is important but the channel selected, because of the influence that it has over the actual content being sent. Since Fairclough puts emphasis on the content of the language being communicated, rather than the way in which it is communicated, his idea differs immensely.
Fairclough’s ``Critical Language Study`` differs from this idea completely, because its main focus is in language, rather than the medium through which the language is presented. It is no surprise that his analysis of the message would emphasis the role of language rather than the channel through which the content is presented, because of his career as a linguist. He states that one of his purposes in his research is “to help correct a widespread underestimation of the significance of language in the production, maintenance, and change of social relations of power`` (Fairclough 97). It is evident that Adler and Rodman`s idea of the channel is highly influenced by McLuhan, however, Fairclough’s analysis is completely different. He states that “It is not just that language has become perhaps the primary medium of social control and power, through that is noteworthy enough; language has grown dramatically in terms of the uses it is required to serve, in terms of the range of language varieties, and in terms of the complexity of the language capacities that are expected of the modern citizen`` (Fairclough 98). Through this, he is stating that social control is determined, not only by the language itself, but how it is used and what is said. Although this is an interesting idea, my analysis would conclude that McLuhan would believe this to be untrue because of the idea that the content of the language can be changed through the channel that it is presented. For example, it is unlikely that one has not witnessed a highly emotive advertisement, concerning a missing child. This medium, according to McLuhan is effective and could cause people to act due more so the medium chosen to convey the message. A TV advertisement is a more effective means of conveying a message because it allows the message to be more personal. The same message could be sent out in an email, which according to Adler and Rodman, has the lowest amount of information conveyed (15). The exact same language could be used, but this would not have the same influence over people to act because the medium is different. Email lacks authenticity and is impersonal. Confrontation with a person on TV or even a person is much more personal and sends the message that the content is important, therefore, through this example, it is clear that the medium does control the message. This is not the only instance through which the medium presides over the language being used.
The second, important difference discussed in the readings involves power and leadership. In Understanding Human Communication, Adler and Rodman state that a handwritten or typed message is an effective medium for detailed messages, and it is justified to conclude that McLuhan would agree (15). He states that Napoleon understood the effectiveness of the means of communication, and therefore stats that “three hostile newspapers are more to be feared than a thousand bayonets” (McLuhan 238). This is to say that a newspaper, or more abstractly, print, is a medium which can reach a large audience, versus bayonets in a war, which do not involve nearly as many citizens. The information in newspapers is more widely dispersed and can become more readily available. Since a multitude of individuals have access to this information, therefore, will read it, this sends the idea the medium is an important channel of communication, and therefore, makes the audience curious to read the message. This can have a great influence in the power or influence that an individual has over a society. An example of this is seen through Martin Luther’s 95 theses, posted on the church doors in Wittenberg. These ideas, dispersed throughout Germany served as a catalyst for the Protestant Reformation and made Luther a leader during this time. This is a reflection of the effectiveness of print as a medium to exert power over a group. This directly clashes with Normal Fairclough because of his belief that contributes to the domination of some people by others (Fairclough 98).
One cannot deny the importance of the role of language in exercising power over other people. This is demonstrated through speakers like Hitler, and Stalin. Fairclough would argue that since they were effective communicators, their choice of language influenced their power and persuaded others to become followers; however, it is my belief that McLuhan would argue that it is not the language which exerts power over people, but the medium through which the information is conveyed that is important. He states that “this fact merely underlines the point that the medium is the message, because it is the medium that shapes and controls the scale and form of human association and action`` (McLuhan 235).”This is to say that it is the medium influences the level of leadership which one can have over others. In a study done, an apparently legitimate speaker was to make a speech that would be judged by an audience of psychologists, psychiatrists, and social workers (Adler and Rodman 91). Questionnaires filled out by the audience proved that the audience believed the speech to be clear and stimulating, when in reality, the speaker was a fraud. (Adler and Rodman 93). One can conclude that that the medium through which the message was sent had a great influence on the audience`s belief because the same message would have a different outcome, proving the speaker to be untrustworthy, and would not have the same influence, if presented through a different medium. For instance, if a highly, effective speaker were to email a speech out to an audience, rather than present it, it would not have the same influence. Therefore, in considering McLuhan`s idea that the medium can control human action, it is not the language through which the leader is using to address his audience that gets their attention, but simply the fact alone, that he or she has the ability to communicate with them through that, particular medium which makes it effective.
In the end, the idea that the medium is the message is an extremely important one in the study of communication. Since language is arbitrary, one can utilize the channel through which that language is being conveyed, to understand the content of the message, or even extract more information from the content itself. The ideas of Adler, Rodman, and McLuhan differ fundamentally than that of Normal Fairclough, who states that language is important in conveying messages, as well as in attempting to dominate society through manipulating people for a strategic purpose (110). Through the evidence provided, it is clear that the content of a message is not necessarily important. The channel through which it is provided is the clearest message, therefore, the next time one plans on sending an important message, it is imperative to consider the channel through which it is being sent. “Many people would be disposed to say that it was not the machine, but what one did with the machine, that was its meaning or message`` (McLuhan 235).



Works Cited
Adler, Ronald B., George Rodman, and Alexandre Sevigny. Understanding Human Communication. Don Mills: Oxford UP, 1946. 1-561.c
Fairclough, Norman. "Introduction: Critical Language Study." Introduction to Communication.
Comp. Alexandre Sevigny. Dubuque, Iowa: Kendall Hunt Company, 2005. 97-242+.
McLuhan, Marshall. "Introduction: Critical Language Study." Introduction to Communication.
Comp. Alexandre Sevigny. Dubuque, Iowa: Kendall Hunt Company, 2005. 97-242+.