Tools is always used to extend our abilities. It can be as simple at a pencil and paper to the complex machines that can used to the will of a human. How McLuhan described technology and media as an “extension of man” as a way of progress. To expand the way we create, and the way content is presented. Whenever there is new or improved technology it opens the door to new opportunities and continues the cycle of exploring different media. It is a cycle that keeps growing.

The concept of “media” is content within content that has variability for human beings. Media contains a medium content within another content. Media extend human beings by spreading the people way of communication.  Not exclusively from length, but also “how” we can socially connect. McLuhan mentions that depending on how a medium is used to create content. The light by itself wouldn’t mean anything but human beings is able to creatively manipulate a medium. Not only does it require the creativity of person and something like using lights to send a message gets the attention of multiple of people in a community. This is the strength of artist and designers. If “medium is the message” they can get job to convey that message using whatever medium of their choosing.

Information is power, especially in modern times. The work of a designer subordinate to the media use to create by pure nature. I don’t think designers would be replace because machines can’t do anything creative. The media that is used by humans could be thought over with consideration and purpose and messaging. For example, the reading said, “it was in the business of processing information, then it began to navigate with clear vision.” Designers can look at things at different angles and use with knowledge of information then they can find an easier and clear way to create a media or controlling it. As technology continue to improve will continue to effect society, the way it’s used will push for more ways of creativity from individuals. McLuhan thinks that technology by itself can never create ideas and content to the same level as an individual. While a computer can predict “patterns” society may like at the time, it can’t be the only thing that can be pushed to gain human interest.