medium is the message

And it is the character of the medium that is its potency or effect -its message. In other words, "This is merely to say that the personal and social consequences of any medium -that is, of any extension of o urselves -result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology."

We sometimes call these effects "unintended consequences," al though " unanticipated consequences" might be a more accurate description.

We can know the nature and characteristics of anything we conceive or create (medium) by virtue of the changes -often unnoticed and non -obvious changes -that they effect (message.)

that is, of any extension of ourselves -result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology."

"The medium is the message" tells us that noticing change in our societal or cultural ground conditions indicates the presence of a new message, that is, the effects of a new medium.

And if we discover that the new medium brings along effects that might be detrimental to our society or culture, we have the opportunity to influence the development and evolution of the new innovation before the effects becomes pervasive .

. A McLuhan message always tells us to look beyond the obvious and seek the non -obvious changes or effects that are enabled, enhanced, accelerated or extended by the new thing

Marshall McLuh an was concerned with the observation that we tend to focus on the obvious . In doing so, we largely miss the structural changes in our affairs that are introduced subtly, or over long periods of time.