The Medium is the Massage

By Hamburg based graphic design studio Santiago Design.

The Medium is the Massage

Hamburg based graphic design studiu Santiago Design - founded by Niels Buschke - had developed an artwork for Berlin-based production company "Markenfilm Berlin" - that brings together all sorts of materials: Spray paint, wood, neon tubes as well as paper were applied in order to communicate the message in a fresh and cheerful way - paying tribute to philosopher Marshall McLuhan by reinterpreting his famous phrase "The Medium is the Message".

The first edition of McLuhan's publication from 1967 came back from the typesetter with a typing error, turning the original title "The Medium is the Message" into "The Medium its the Massage". When McLuhan became aware of it, he exclaimed, 'Leave it alone! It's great, and right on target!' Now there are possible four readings for the last word of the title, all of them accurate: Message and Mess Age, Massage and Mass Age."

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