The Medium is the Message: How actions can speak louder than words
By Katie Boyle
Canadian communications theorist Marshall McLuhan famously coined the phrase "The medium is the message" whereby the channel of message delivery rather than the message itself is the most pertinent element. His theory, from 1964's 'Understanding Media', can be applied to many facets of today's media landscape including issues-based communications.
An important aspect of working in this field is choosing the most appropriate channel to communicate with your audience in order for a message to be received in the best possible way. However, what if the chosen channel also has the ability to convey its own set of meanings and messages? What if the medium chosen to deliver the message could also deliver a bold statement?
Some recent examples which showcase the efficacy of this theory are:
AIB ’The Book that Grew’
AIB in conjunction with Rothco created ‘The Book That Grew’, a sustainability report which looked to future-proof Ireland’s agri-food sector. A key focus for the report was to identify methods of increasing profitability in the sector while reducing the environmental impact of the industry. The point of difference was that it was produced from actual grass, and with painstaking care and attention was hand-bound into a physical book. Embers from grass were used to form the ink and binding and local book binders were chosen to reduce any potential carbon footprint. The result is a staggering achievement which can be viewed in the following video which deservedly received a Cannes Lion award this year.
ESS Modular ‘House Build Offsite Expo’
One of our own clients, ESS Modular recently exhibited at a major trade show in the UK. The company is currently on a major drive to build awareness of modular construction and its potential to resolve social housing issues, due to the vastly reduced build time which is at least 50% quicker than traditional building methods.
The company decided that in order to best deliver this message, they would build a a new house in 4 weeks and install it at the exhibition for attendees to see, and most importantly; to experience. A timelapse video was created to show the process from start to finish and this was screened within the house over the two-day event. The full video can be viewed below:
By providing tangible proof to support a corporate message, ESS Modular demonstrated authenticity and passion in their field to solve social issues, whilst also highlighting industry strengths in modern methods of construction (MMC).
Undoubtedly, a new standard has been set for corporations to actively engage with and approach societal issues; with the 2019 Edelman Trust Barometer finding that 67% of employees have a “considerable expectation” that employers wold join staff in tackling such causes. If we consider the method of message delivery as an extension of what we are trying to communicate, it results in a holistic approach which is tenable to stakeholders. However, this strategy can prove detrimental when operations or intent are not fully aligned. We are all familiar with terms such as virtue signalling and greenwashing, with many companies falling foul of these labels in recent years.
The Department of Agriculture recently published the ‘A to Z of Climate Action’ which outlined the indicative actions that the department were taking to combat climate change. Some featured objectives within this guide were to cut agriculture emissions by 10-15% from projected levels by 2030 and for almost 1 million electric vehicles to be on Irish roads by 2030. However, the method of message delivery was in stark opposition to the contents of the report, as the findings were presented in a glossy print booklet made from unsustainable materials which were syndicated in a National broadsheet newspaper. Unsurprisingly, the channel selection overshadowed the department’s communication completely.
In conclusion, from the examples outlined above it is evident that communications can be amplified by the medium of delivery chosen to great effect. It is crucial that the approach taken to communicate a message at every stage is consistent with the message intent and target audience. However, if a bold statement does not have credible actions to underpin its messaging it can cause mistrust amongst audiences, which ultimately damages relationships and the reputation of an organisation.
In both instances, corporate actions speak louder than words and can yield incredibly positive or negative results depending on the medium chosen.
