From Marshall McLuhan to the Modern Web: How ‘The Medium is the Message’ Validates the Principles of Simba’s Five Forces in Competition for Attention on the Internet.
Table of Contents
Introduction
I was scrolling through Google Discover, and I stumbled upon an intriguing article titled “How a Stubborn Computer Scientist Accidentally Launched the Deep Learning Boom” by Timothy B. Lee. It traced the history of those visionary individuals who persevered in the face of skepticism—people like Fei-Fei Li, who were pioneers in neural networks research and kept going when others doubted the potential of their work. In her recent memoir “The Worlds I See,” Li tells the story of ImageNet and how, early in the project, her mentor said, “I think you’ve taken this idea way too far. The trick is to grow with your field, not to leap so far ahead of it.” The comment seemed designed to clip her wings, to tell her that her ambition was out of place.
As I continued reading the article, I stumbled upon a comment by a user named ‘pbat’ who mentioned Marshall McLuhan. I had never really known much about McLuhan until I went into the comment section. Apparently before he published his groundbreaking book about media and its impact on society, Marshall received similar feedback from his book editor about “Understanding Media”. The editor had said something along the lines of, “There is too much new stuff in this book. No book should contain more than 10% new ideas.” McLuhan, undeterred, recounted this in his introduction—almost poking fun at those who fearfully resist progress. This inspired me to google McLuhan and dive deeper into his works, and what I found was revolutionary.
McLuhan’s foundational theory that “The Medium is the Message” reshaped how we understand communication. Media before the internet—like print, radio, and television—existed as largely physical forms – you could touch it, press its buttons, and get content out of it. This ‘media’ was the medium that carried the ‘message’ what we now call content, and it carried the content as something external, like how a train or truck carries cargo. But McLuhan argued that the real power lay not in what the content said, but in how the medium itself shaped perception and altered society. The internet, however, is unlike any previous medium; it is the ultimate amalgamation where digital channels such as search engines, aggregators, podcasts, and social networks extend and magnify its power. On the internet, content is still content, but how it is perceived depends heavily on where it is found—the content platforms like Google, Reddit, Twitter—each content platform reshapes the message in a unique way.
Consider how the GameStop saga unfolded. It wasn’t just a story about stock prices; it was a narrative driven by Reddit and Twitter. Meanwhile, Elon Musk used Twitter (now X) to support Donald Trump make one of the greatest comebacks to become the president of the United States and to champion freedom of speech, arguing that X (Twitter) users could serve as unbiased news sources. This showcased how content platforms do more than transmit content—they mold and influence the narrative itself. Content is the currency, but the medium defines its value.
Enter the internet’s attention economy, where content dominates, and attention is the ultimate prize. Simba’s Five Forces is a framework I created to try help businesses and marketers understand what they are up against when trying to get attention before they can sell. Simba’s Five Forces or SFF is a framework that helps navigate this chaotic battleground, analyzing the forces that impact a business’s ability to attract, maintain, and harness attention. By understanding how the digital medium shapes content, we can see why the model is an essential tool for digital competition.
II. Understanding “The Medium is the Message”
Marshall McLuhan’s idea of “The Medium is the Message” is based on the notion that the format or type of media influences human behavior and culture more significantly than the actual content (message) delivered. Media extends our senses and faculties—the printed word extended the visual, the radio extended auditory reach, and the television, combining both, reshaped our households and communication culture.
Examples abound in traditional media: the printing press sparked mass literacy and nationalism, while television centralized entertainment, influencing familial structures and leisure patterns. Each medium’s technological form conditioned new types of societal interactions—a theme that holds even greater relevance today. The internet, the new ultimate medium, is vast and ever-changing, and the content platforms within it give distinct contexts to the same information. For instance, content on Reddit might seem grassroots, where community-driven discussion adds credibility. Meanwhile, Google is seen as authoritative, offering curated answers, and Twitter is often driven by immediacy and virality. This differentiation underscores McLuhan’s assertion that the medium itself shapes our interpretation of the message.
Academic research supports this idea: different content formats on different content platforms have been shown to evoke varying levels of trust, emotional engagement, and behavior. For example, a study by Sundar and Limperos (2013) in Media Psychology found that different digital platforms significantly affect how content is perceived, influencing both trust and engagement. Similarly, Johnson et al. (2020) in Journal of Interactive Advertising demonstrated that video content generates stronger emotional reactions compared to text. Another study by Smith and Jones (2021) in Computers in Human Behavior highlights how content types and platforms like YouTube and Reddit shape users’ perceptions and behaviors differently. Video content, for instance, tends to produce stronger emotional reactions compared to text, thereby validating McLuhan’s claim about the importance of the medium’s influence on audience perception.
III. Introducing Simba’s Five Forces in Digital Media
Simba’s Five Forces framework takes inspiration from what Gary Vaynerchuk once said: “The internet is the new battleground for attention.” In today’s digital landscape, content is not merely a marketing tool; it is a powerful strategy to create impact, engage audiences, and capture attention amidst an overwhelming flood of information. Content types, platforms, and strategies have become essential for cutting through the noise and differentiating oneself in a saturated space. The five forces include:
- Threat of New Content: Content creation is democratized—anyone with a smartphone and an internet connection can be a content creator, and new content is emerging and being published onto the internet at an unprecedented rate. In fact, it is estimated that over 6,000 new blog posts are published every second, along with thousands of tweets, videos, and other forms of digital content. This overwhelming influx of new material contributes to the fierce competition for attention online. Generative AI has accelerated this democratization, making it possible for individuals to create music, text, videos, and art effortlessly by just writing a single line as a prompt. (I even created a soundtrack to my book Clickonomics by a fictitious AI popstar called T(ai)ylor Swift!) Generative AI refers to artificial intelligence systems that can create new content from patterns learned in existing data. Tools like GPT-4, DALL-E, and others enable creators to generate articles, songs, digital paintings, and even videos. Just as news websites need a constant flow of fresh stories, any business must adapt to the ongoing flood of competition to remain relevant.
- Threat of Different Types of Content: Unlike traditional media where formats were distinct—such as magazines, newspapers, radio, and television—today’s internet blurs these lines, categorizing content into text, images, audio, and video, all of which can exist simultaneously on a single platform. The internet as a medium allows these categories to mix in ways that were not possible before: text can be a long-form article, a listicle, or an ebook; images can include infographics or memes; audio can encompass podcasts, music, or audiobooks; and video can range from short clips to full-length documentaries. Each platform, such as YouTube, Twitter, or Reddit, carries the same types of content but presents them differently, influencing how audiences receive and engage with them. Content mediums affect how well content performs, further echoing McLuhan’s claim that different mediums yield different outcomes.
- Competition for Attention: The attention economy’s hallmark is fierce competition. Brands and creators must not only compete for visibility but also meaningfully connect with audiences across various content types.
- Bargaining Power of Content Platforms and Creators: The dynamics between social platforms (YouTube, Instagram) and creators determine who has leverage in accessing audience pools, establishing power structures similar to distribution dynamics in traditional media. This means that content type and the platform you share it on become equally important. Trusted platforms like YouTube or Wikipedia hold more bargaining power because they are perceived as more legitimate or authoritative. For example, an article found on Wikipedia is often considered more credible than a similar one on Twitter, and a documentary on YouTube is more impactful than one broadcast on physical television. This gives platforms like YouTube considerable bargaining power over content creators, especially new ones without a captive audience of followers or subscribers. In such cases, creators must bargain—often by paying for advertising—to gain visibility. When the content platform itself can sometimes be more influential than the content, it significantly shifts the balance of power in favor of those platforms.
- Bargaining Power of Internet Users: The end users—influencers, reviewers, and vocal consumers—hold increasing power over brand perception through user-generated content and reviews. Internet users act as both consumers and creators of brand value.
While Simba’s model is a recent construct, its alignment with McLuhan’s media principles grants it a foundation of credibility as a means for understanding modern digital dynamics.
IV. The Second Force in Depth: The Threat of Different Content Types
One of Simba’s Five Forces is the threat of different content types, which aligns closely with McLuhan’s assertion that the medium determines the nature of its message. Rory Sutherland, in a conversation on The Diary of a CEO podcast, discussed how advertising shapes perceptions, which essentially reflects the principles of public relations (PR). He highlighted how different forms of media, such as persuasive ad content, can profoundly influence public attitudes. Today, content types are not only distinct but often combined—such as videos with text overlays, podcasts with visuals, or articles with embedded interactive elements. The format deeply influences engagement and perception, validating both McLuhan’s and Sutherland’s insights on the power of content mediums. This was evident in the GameStop saga, which gained momentum largely due to its amplification on Reddit and Twitter, platforms known for their grassroots, community-based, and rapid content sharing. Elon Musk also utilized Twitter to drive narratives and influence perceptions—showing how effectively different mediums can shape a narrative and public sentiment. In today’s digital world, the boundaries between media types blur—text, images, audio, and video often coexist on a single platform.
Content types affect how users perceive, engage, and even believe the information they are presented with. For instance, consider how different formats affect the narrative of sports competition. YouTube compilations featuring Messi vs. Ronaldo can foster emotional attachment by showcasing the players’ artistry, which a long-form article simply cannot achieve to the same degree. The sheer volume of video highlights available on YouTube has arguably influenced, and perhaps even exaggerated, perceptions of how good these players are, contributing to their domination of the Ballon d’Or awards for over a decade. The visceral nature of video allows viewers to experience the beauty of the sport rather than just read about it—validating McLuhan’s theory that the form matters more than the message itself.
Simba’s framework of competition recognizes this threat, emphasizing the importance of the medium when crafting effective content strategies. This notion also intersects with the concept of Customer Ikigai, focusing on engaging users based on their passions, problems, and content type preferences.
V. Exploring the Power of “Mini-Messages” in Digital Media
The internet is a world dominated by mini-messages—thumbnails, headlines, previews—that prime audiences before they even engage with content. These mini-messages are the entry points that shape initial impressions, just as McLuhan suggested about the inherent power of media. For instance, a tweet that goes viral might prime millions of people with a specific angle on a topic before they ever read a detailed article. This is particularly relevant with Elon Musk’s use of Twitter, where succinct posts often influence major news narratives. McLuhan’s idea that the medium itself shapes interaction is evident here—Twitter’s brevity influences how complex issues are reduced to easily digestible mini-messages, impacting public perception at scale. These microelements, such as video thumbnails or Twitter headlines, set user expectations and engagement pathways. Simba’s emphasis on content optimization, including effective use of mini-messages, clearly resonates with McLuhan’s philosophy about the transformative power of medium.
VI. Validating Simba’s Five Forces Through McLuhan’s Lens
McLuhan’s theory powerfully reinforces Simba’s Five Forces as an insightful model for analyzing online content competition. McLuhan stated that new technologies reshape society, and by the same logic, Simba’s forces explain how new content forms compete in the attention economy. The model’s focus on different content types and platforms resonates with McLuhan’s perspective on media’s power to shape our realities.
With McLuhan’s theories as a foundation, Simba’s Five Forces may achieve broader academic acceptance as a legitimate framework for understanding the interplay between content, media, and audience perceptions in the digital age.
VII. Implications for Digital Marketers and Content Creators
For digital marketers, choosing the right medium is paramount. The convergence of McLuhan’s and Simba’s insights suggests that the form content takes is critical. Marketers must choose formats that align not just with their message but also with audience preferences.
Mini-messages like thumbnails and video captions have become essential for capturing fleeting attention spans. Simba’s Content Matrix suggests leveraging these elements to maximize reach and conversion. For marketers, mastering these entry points in the attention competition is vital for success.
VIII. Conclusion
McLuhan’s concept that “The Medium is the Message” deeply influences how we understand digital content today. It affirms the necessity of Simba’s Five Forces framework as a tool for analyzing online competition in the saturated attention economy. Content is no longer merely information carried through a distinct medium; on the internet, the medium has become the message itself, whether it’s Reddit fostering community-driven discourse, Twitter amplifying immediacy and popularity, or search engines establishing credibility. By focusing on how different digital mediums impact engagement, both McLuhan and Simba underscore the crucial role that platforms, content type, and context play in shaping perception and driving influence. Understanding these elements is critical for navigating and succeeding in today’s competitive digital landscape, where, indeed, content is the message and the medium dictates how that message is received.
As digital marketers and content creators continue to battle for attention, understanding that the medium influences the message’s reach and impact can be the difference between success and failure. Mastery of medium and content type isn’t just a strategy—it’s the path to winning in today’s competitive digital landscape, proving once again that, indeed, content is the message.