Marshall McLuhan Quotes: Understanding the Power of Media – The Medium is the Message!

"So long as the media are not entirely monopolized, the individual can play one medium off against another; he can compare them, and hence resist what any one of them puts out. The more genuine competition there is among the media, the more resistance the individual might be able to command. But how much is this now the case? Do people compare reports on public events or policies, playing one medium’s content off against another’s? The answer is: generally no, very few do: We know that people tend strongly to select those media which carry contents with which they already agree. There is a kind of selection of new opinions on the basis of prior opinions. No one seems to search out such counter-statements as may be found in alternative media offerings. Given radio programs and magazines and newspapers often get a rather consistent public, and thus reinforce their messages in the minds of that public. This idea of playing one medium off against another assumes that the media really have varying contents. It assumes genuine competition, which is not widely true. The media display an apparent variety and competition, but on closer view they seem to compete more in terms of variations on a few standardized themes than of clashing issues. The freedom to raise issues effectively seems more and more to be confined to those few interests that have ready and continual access to these media." Charles Wright Mills