“…the personal and social consequences of any medium – that is, of any extension of ourselves – result from the scale of that is introduced into our affairs by each extension of ourselves, or by any new technology.”
Understanding Media: The Extensions Of Man Marshall McLuhan, 1964
Businesses thrive on this notion that the way in which one uses a medium (extensions of one’s self including, one’s social media posts, clothing and even body etc.) to present themself consequently, conveys a message to others. Essentially this message could cover anything from how one is feeling to their interests however, it’s important to understand that the message portrayed can be manipulated, either intentionally or unintentionally.
Many business practices are centralised around this concept, specifically clothing or makeup companies take advantage of this idea through the marketing of their products. For example, high end businesses like Gucci and Prada are associated with luxury and extravagance hence, any individual who wears these brands are using these extensions of themself (the clothes) to show that they are fancy and well-off.
Furthermore, the personal and social consequences are a result of these extensions introduced. In relation to the example above, a store clerk may treat an individual wearing Prada better than one wearing a common brand like Cotton On, due to their clothing communicating that they are wealthy and have more money to spend.
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