“To say that any technology or extension of man creates a new environment is a much better way of saying the medium is the message. Moreover this environment is always invisible and its content is always the old technology.”

So a medium is a human innovation which enhances, amplifies, extends some human sense or function, as a cup amplifies our ability to drink water or liquid; a telephone, our ability to speak with someone. In turn, this creates a new medium or new human environment for us with new ‘services and disservices’ or affordances and consequences. It makes s... See more