The Medium is the Message: How Sequence Shapes Meaning
By Michael Kelman Portney
Introduction: A Curious Dynamic
Have you ever noticed how the way you interact with information changes its meaning? It’s not just the content of a message that matters but the context in which it’s delivered—and, sometimes, the order in which you encounter it. This phenomenon aligns with Marshall McLuhan’s famous phrase, “the medium is the message.” McLuhan's insight suggests that the medium through which content is conveyed significantly influences how that content is perceived and understood.
Recently, I observed an interesting dynamic in communication that revealed just how much sequence and framing can shape perception. The results were both thought-provoking and a little unsettling. This observation led to a deeper exploration of how the order in which information is presented can alter its interpretation, often in ways that are not immediately apparent.
1. The Human Instinct to Cheat the Sequence
When presented with multiple messages—emails, texts, or even social media posts—people often engage with them out of order. Instead of following a natural sequence, most of us:
Gravitate toward the latest message (it feels more urgent).
Prioritize the shortest message (it’s quicker to read and easier to process).
This isn’t about laziness; it’s an innate need for efficiency and context. We want to know the gist before we dive deeper. But this instinct to “cheat the sequence” can unintentionally change how we interpret the information. By prioritizing certain messages, we may inadvertently alter the intended narrative or miss out on crucial context that could influence our understanding.
The tendency to prioritize the latest or shortest message is driven by our desire for immediacy and simplicity. In a world inundated with information, we seek to manage our cognitive load by quickly processing what seems most pressing or accessible. However, this approach can lead to misinterpretations, as the sequence in which we consume information can significantly impact our perception of its meaning.
2. The Reverse Effect of Sequence
Imagine receiving two messages:
Message A: A thoughtful, detailed argument presenting logic and credibility.
Message B: A short, emotionally charged note that feels raw and personal.
If you were to read Message A first, you’d likely view Message B as a follow-up—a more human touch after the logic. But if you encounter Message B first, it changes how you perceive Message A. Now, the logical argument feels grounded in emotional truth, as though the rawness of Message B was the foundation all along.
This reverse effect of sequence highlights how the order of information can shape our understanding and emotional response. When an emotional message precedes a logical one, it sets a tone that influences how we interpret subsequent information. Conversely, starting with logic can frame emotional content as a supplementary or reinforcing element.
The sequence in which we encounter information can create a narrative that shapes our perception. By altering the order, we can change the emphasis and impact of the messages, leading to different interpretations and emotional responses.
3. The Medium Shapes the Journey
This dynamic isn’t just about content—it’s about how the medium and sequence guide the audience’s experience. When people interact with messages out of order, they inadvertently reframe the meaning:
The Emotional Hook: Reading the emotional message first sets a tone that influences everything that follows.
Heightened Engagement: The shorter, more emotional message draws people in, ensuring they engage more deeply with the longer, more logical message.
A Sense of Discovery: The reverse sequence creates the illusion of uncovering a deeper narrative, making the overall message feel more impactful.
The medium through which information is conveyed plays a crucial role in shaping the journey of interpretation. Different media have distinct characteristics that influence how messages are received and processed. For example, social media platforms often prioritize brevity and immediacy, encouraging users to engage with content quickly and out of sequence. In contrast, traditional media such as books or articles typically present information in a linear, structured format, guiding the reader through a deliberate sequence.
The medium and sequence together create a unique experience for the audience, shaping their perception and understanding of the content. By carefully considering the medium and sequence, communicators can craft messages that resonate more deeply and effectively with their audience.
4. The Power of Unintentionality
What makes this effect so powerful is the appearance of randomness. If the sequence feels unplanned, it adds a layer of authenticity. The audience assumes they’re consuming the messages in the “wrong” order, but this perceived error makes the interaction more meaningful. They feel like they’re stumbling onto something profound, even if the sequence was carefully designed to create that effect.
The power of unintentionality lies in its ability to create a sense of authenticity and spontaneity. When messages appear to be consumed in a random or unplanned order, they can evoke a sense of discovery and engagement. This perceived randomness can enhance the impact of the message, making it feel more genuine and relatable.
By leveraging the power of unintentionality, communicators can create messages that resonate more deeply with their audience. By allowing the sequence to appear random or unplanned, they can create a sense of authenticity and engagement that enhances the overall impact of the message.
5. Lessons for Communication
The medium is always shaping the message, often in ways we don’t consciously recognize. Here’s how to harness this insight:
Embrace Natural Behaviors:
Don’t fight against how people interact with information—use it to your advantage. Recognize that people will often engage with messages out of sequence and design your communication strategy accordingly.
Start with Emotion:
Even if your logical points are the centerpiece, an emotional hook can draw people in and frame how they interpret the rest. By starting with an emotional message, you can set the tone and influence how subsequent information is perceived.
Use Sequence as a Tool:
Think about the order in which your messages are likely to be consumed, and consider how that sequence affects meaning. By carefully designing the sequence of your messages, you can shape the narrative and impact of your communication.
By understanding the dynamics of sequence and medium, communicators can create messages that resonate more deeply and effectively with their audience. By embracing natural behaviors, starting with emotion, and using sequence as a tool, they can craft messages that engage and influence their audience in meaningful ways.
Conclusion: Sequence is Everything
Communication is more than just content—it’s about how that content is experienced. Whether intentional or not, the sequence in which information is consumed shapes its meaning. By understanding these dynamics, we can create messages that resonate more deeply, ensuring that the medium doesn’t just deliver the message—it becomes part of it.
The next time you send a message, consider this: What if the way it’s received matters as much as what you’re saying? By carefully considering the medium and sequence, you can craft messages that engage and influence your audience in powerful ways. The medium is indeed the message, and the sequence shapes its meaning.
