The Medium Is Still the Message

This 2008 article discusses the ways in which marketers can increase - or lessen - the believability of their messages.

The Medium Is Still the Message

When Marshall McLuhan famously proclaimed that the “medium is the message” in 1964,(1) there was no Internet or any interactive media as we think of it today. Yet the McLuhan equation still very much applies in today's digital world. Adding another dimension to this thinking, S. Shyam Sundar (2)offers up a model for understanding how the characteristics of a digital medium can influence consumers' judgments of the credibility of information beyond the quality of the content itself. This week's MONITOR Minute introduces a way for marketers to use their choice...

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