🧠 Marshall McLuhan warned us — but not in the way we expected.

“The medium is the message,” he said.

But what happens when the medium itself isn’t real anymore?
When news, faces, voices, and even ideas are synthetically generated—not reported, not witnessed, not authored?

We’re living in McLuhan’s extended nervous system. But now, AI is the message, and that message often sounds like:

> “Look what I can do.”

It’s dazzling. But it’s also dangerous.
We now consume media where authenticity is irrelevant and virality is everything.
Synthetically generated news isn’t a “what if” anymore—it’s here.

We urgently need new literacy.
Not just media literacy—but synthetic literacy.
We need to ask:

Who made this?

Why does it exist?

Does it matter if it’s true?

McLuhan didn’t live to see AI, but his insights echo louder than ever.

> “We shape our tools, and thereafter our tools shape us.”

Time to start shaping back