The content of this material, according to McLuhan, is not the determining factor in how the audience will encode this message. Instead, the audience will only be infatuated by the expensive cars, flashy jewelry, beautiful women, and continuous flow of champagne seen in the music video. This medium will ‘extend’ into the senses of the audience and thus, change their perceived environment. In the group’s medium, being the music video, CMM attempts to glamourize the act of robbery. Proving McLuhan’s theory that the medium is the message is the fact that Cash Money Millionaires succeed in this form of hypnosis and have listeners and followers, similar to that of Hitler with the Nazis in Germany. The circumstances in both situations are quite similar, as well. In both cases, the actual message is of poor quality and rationally viewed as inhumane and repugnant, with there being few, if any, strong arguments advocating the actions in these messages. Rationality, however, has been removed from the environment of the audience and they do not even realize it, which, as previously discussed, is the ideal goal of “industries purveying commercial mass entertainment”. “Big up, big up, it’s a stick up, stick up,

In his 1964 book Understanding Media: The Extensions of Man, Marshall McLuhan theorized that in all forms of communication or artistic expression, it is not what is actually said or how it is said, but rather that important only is the medium through which it is sent. I’m coming to your wake with your blood on my shirt,

Rolex watches and colourful Swatches,

So bitch go get your fucking husband - he can get robbed too,

Some topics in this essay:
Media Extensions, Marshall McLuhan's,