“Whether the extension of consciousness, so long sought by advertisers for specific products, will be “a good thing” is a question that admits of a wide solution.” This was a quote from Mcluhan’s Medium is the message. Another quote from his is, “It was not the machine, but what one did with the machine, that was its meaning or message.” Technology is the key in Mcluhan’s theory. The techonology is the message. Technology is an extension of ourselves and our nervous systems through Mcluhan’s eyes. Technology is also an extension of the retailer nervous system. Technology extends people’s ability to buy clothing. An article from Vogue shows this well. A company called Lyst has just invested 40 million dollars into an online universal shopping cart. This allows shoppers to check out from multiple retailers in one unified checkout. The universal checkout has 500,000 products available. This technology investment extends the consumer’s ability to look through many retailers and buy from many of them with the same check out. It has been very successful so far with over 150 million sales. Technology makes shopping easier therefore it is the message for retailers and consumers to connect as it is in Mcluhan’s excerpt.
McLuhan, Marshall. Excerpts from: Understanding Media, The Extensions of Man, Part I. 1964
O’halloran, Scarlett. “Lyst announces 40 million dollar investment.” Vogue. April, 30, 2015.