in the article title “the medium is the message ” was talking about our long custom of splitting and dividing all things as a means of control, it is sometimes a bit of shock to be remined that in operational and practical fact is “the medium is the meassge”.

for example the electric light may prove illuminating in this connection. the electric light is pure information it is a medium with out a message as it were unless it is use to spell out some verbal ad or name. this fact characteristic of all media means that the” content ” of any is always an other medium.

the facts merely underlines the point that the medium is the meassge that shapes and controls the scale and forms of human association and actions. the content or used of the media as diverse as they are ineffectual in shaping the form of human association. in deed it is only  too typical that the content of any medium blinds us to the character of the medium.