Marshall McLuhan’s famous idea “the medium is the message,” in which he suggests that the medium through which content is communicated is just as significant, and sometimes more significant, than the content itself. He wrote this thesis in the 1960s, but it feels forever relevant.

Message is change of scale or pace or pattern.

Change Scale

Change Pace

Change Pattern

Marshall McLuhan’s “Medium is the Message” Model:

many have found McLuhan’s aphorism “the medium is the message” confounding, McLuhan actually offered a rather explanation. “The ‘message’ of any medium or technology,” McLuhan wrote, “is the change of scale or pace or... See more

This focus on delivery ignores the classic definition of media: “outlets or tools used to store and deliver information or data.”