Marshall McLuhan’s seminal idea that “The medium is the message” emphasizes that the characteristics of a medium itself—rather than the content it conveys—profoundly shape how societies think and interact. This idea is more relevant than ever in understanding the current socio-political climate in the United States.

The rise of Donald Trump and the alarming infiltration of far-right ideologies into mainstream politics cannot be disentangled from the influence of social media platforms—especially X (formerly Twitter). For instance, the platform has been instrumental in spreading conspiracy theories like QAnon, giving them a mainstream audience, and amplifying divisive hashtags that mobilize extremist groups, thereby normalizing far-right rhetoric in public discourse. The instigation of the January 6 Capitol riot could not have been orchestrated without Trump’s inflammatory messages on Twitter, which served as a direct call to action for his supporters. Elon Musk’s personal intervention in global politics and his platform’s promotion of extremist voices exemplify McLuhan’s warnings about the profound societal shifts caused by media technologies.

The Transformation of Communication

McLuhan argued that new media do more than transmit information—they reshape how we think, interact, and perceive the world. Social media, as a “cool medium” requiring active participation from users, has created a new power balance in political communication. Platforms like X thrive on amplifying emotional, simplistic messages over complex and nuanced discourse. For example, trending hashtags often reward outrage and sensationalism. During election cycles, divisive slogans dominate feeds, shaping public opinion while discouraging critical engagement. In this hyper-mediated landscape, the loudest and most provocative voices often prevail, creating fertile ground for authoritarian leaders like Trump to consolidate their influence.

Social Media as an Extension of Trumpism

Trump’s presidency thrived on his ability to exploit social media as a direct channel to his supporters. As a TV personality and celebrity since the 1980s, Trump has created an illusion of familiarity, leading many Americans to feel as though they know him personally. His tweets function as unfiltered rallying cries, bypassing traditional media and transforming every smartphone into a propaganda tool. McLuhan posited that every medium extends human capabilities but simultaneously introduces new vulnerabilities. Social media extend our ability to connect globally but at the cost of fostering tribalistic behavior, misinformation, and echo chambers.

“The medium shapes not only what we think, but how we think.” — Marshall McLuhan

Elon Musk’s takeover of X has exacerbated these problems. The name “X” can also be seen as symbolic of his vision for a radical, unrestricted platform. For some critics, the name reinforces the platform’s rightward shift, suggesting a rejection of established norms and an open door for extreme views. His decisions—such as reinstating banned accounts of far-right influencers, dismantling content moderation teams, and implementing paid verification that amplifies controversial voices—have reshaped the platform’s political influence. By promoting conspiracy theories and giving extremist voices visibility, Musk’s actions echo McLuhan’s observation that media do not merely reflect society but actively shape it. Examples of such voices include profiles like Marjorie Taylor Greene (@RepMTG), Michael Flynn (@GenFlynn), Donald Trump Jr. (@DonaldJTrumpJr), and Robert F. Kennedy Jr. (@RobertKennedyJr), all of whom have used X to share controversial and polarizing messages. The normalization of far-right rhetoric on X blurs the line between democratic discourse and propaganda, further legitimizing extremism and deepening societal divides.

The Global Village or a Global Threat?

McLuhan envisioned electronic media creating a “global village,” where people are more interconnected than ever before. This interconnectedness has undoubtedly fostered cultural exchange and global awareness. However, it has also enabled the rapid spread of misinformation and the rise of transnational extremist networks. European neofascists and American ultranationalists now openly collaborate using social media to coordinate messaging, recruit followers, and share tactics. The recent inclusion of European far-right leaders in Trump’s political network exemplifies the dangers McLuhan foresaw: while media unify us, they can also amplify division and conflict on a global scale.

Algorithmic Amplification: The Invisible Hand of the Medium

One of McLuhan’s key insights was that a medium’s structure—its inherent biases, priorities, and affordances—matters more than the content it carries. Social media algorithms prioritize engagement, often promoting sensationalism, outrage, and misinformation over factual reporting. A clear example is the amplification of false claims about election fraud leading up to the January 6 Capitol attack. Misleading posts gained massive traction, directly influencing public behavior. This feedback loop, where divisive content gains visibility, reinforces ideological polarization and erodes trust in traditional democratic institutions.

Social Media’s Role in Normalizing Authoritarianism

Trump and his allies have exploited these dynamics to consolidate power and undermine democratic norms. Social media platforms, designed for profit rather than accountability, have become powerful tools for spreading propaganda and legitimizing authoritarianism. Musk’s actions on X—from reinstating conspiracy theorists to inserting himself into geopolitical conflicts—underscore the risks of unregulated media power. By controlling the medium, he shapes the message and, by extension, the masses.

Conclusion: The Need for Media Literacy and Regulation

McLuhan’s work serves as both a diagnosis and a warning. The medium shapes the message, and in the case of social media, the medium’s structure fosters:

• Division: Social media create echo chambers and promote tribalistic behavior.
• Misinformation: Algorithms prioritize sensationalism over truth, accelerating the spread of false news.
• Authoritarianism: Unregulated platforms become tools for propaganda and extremism. Addressing these challenges requires systemic change, including:

• Redesigning algorithms: Prioritizing factual and nuanced content over engagement driven by sensation and conflict.
• Transparency: Platforms must be accountable for their decision-making processes and open to independent audits.
• Oversight: Establishing independent bodies to hold tech companies accountable for their societal impact.
• Media literacy in education: Integrating critical thinking and digital competence into educational systems to empower citizens to navigate complex media landscapes.

By implementing these measures, we can begin to counter the dystopian trajectory McLuhan foresaw. The question is no longer whether social media influence politics but how deeply they have reshaped the foundations of democratic society. If we fail to act, we risk allowing the medium to become the message of our undoing.

 

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