Protesting for Animal Rights?

McLuhanThe Associated Press reports that, "A group of animal-rights activists staged a semi-naked, anti-fur protest in Johannesburg, on Thursday, calling on people not to wear animal products." See the video.

Protest, I get. Protesting for animal rights, I get. Protesting in South Africa, the host of the World Cup, I get that too. Protesting, demonstrating, calling on people not to wear animal skins or furs, I get. But being semi-naked? Looking clothes less? Wearing the make-up? The body paint?

In the mid 60s, an era of worldwide youth protest, the Canadian philosopher, Marshall McLuhan popularized two expressions which are as apt today as back then, and immediately, as I watch this news video, I thought of those two expressions. The first expression, "the medium is the message" and the second, "global village." The global village thought is an obvious one in 2010 with the worldwide Internet The medium is the message? I can not help thinking that the Internet itself influenced the demonstration.