In The Medium is the Message, I found Marshall McLuhan’s comparison between the bi-products of mechanical technology that sprouted from the industrial revolution (which he refers to as “Yesterday”) and “Today”, which encompasses all of the contemporary technologies that come with the present, to be incredibly interesting in that the former is always playing catch up with the latter. Moreover, he explores the idea that politics and public opinion, in particular, are always one step behind contemporary technology. I believe, and I think McLuhan would as well, that children are the only exception to this as they are able to understand and participate in technology as it is being released. And, this is why media advocacy campaigns are best targeted towards youth as they understand the medium and therefore the message. For example, it takes a few passes with meme culture to fully understand what it looks like, the type of humor it uses, and to recognize some of the popular meme characters and what they stand for. Though, teenagers don’t have to try to understand how meme culture works as they are learning it in real time as they were becoming popular. Thus, targeting mediums (such as the meme) whose meaning is so deeply engrained in contemporary youth culture as the message for social change may, inadvertently spur the same reaction as a typical, adgenda-less meme: liking, reposting, etc. because memes are not only connected with a certain set of connotations as quick bursts of humor, the need to share them is engrained in their consumption as well.


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