From Substance to TikTok: The Lost Art of Political Messaging

I am utterly convinced that when Marshall McLuhan graced the world with his seminal work, “The Medium is the Massage: An Inventory of Effects,” he might not have foreseen just how spot-on his insights would be, especially in today’s digital circus. His cornerstone principle, “The medium is the message,” in essence, tells us that each new technological or communicative medium reshapes our behaviors so profoundly that the content itself takes a back seat to the medium’s influence.

Now, observe the phenomenon that is TikTok — a platform where frivolity reigns supreme, and every day is a parade of the mundane turned spectacle. We’re talking about a realm where “Let me show you how I do my makeup” or “Check out my quirky diner visit” aren’t just content; they’re cultural statements. And who’s joining this brigade of trendsetters? None other than our very own politicians, believing they’ve cracked the code to modern communication. They think they’re bridging gaps with the youth and the masses with posts like “Let me show you our conference” or “Here’s a haul video of our latest campaign swag.”

Maybe it’s my Gen X soul speaking, but I was schooled in the art of communication that valued substance over style, dialogue over display. The goal was always to create something of value that sparked conversation, not merely to…