Medium is the message, said Marshal McLuhan in his book Understanding Media – The Extension of Man, published in 1964. He focused on the medium rather than the message. In his opinion, it was important to examine the effect of the medium – like TV, print and radio instead of the incidental effect of the information broadcasted through that medium. McLuhan wanted to point out that the medium has the capability to affect and alter our behavior. It still holds true. The way we communicate in just 140 characters or less, how we prefer sending a meme or an emoji instead of text, and how the cellphone has made its way to a dining table – our behavior has been changed by the mediums we use. The medium has influenced us since a long time, although not all of us have realized how it has changed us.
I agree with McLuhan and yet I’d like to present the case for the message.