Understanding McLuhan (In Part)
The phrase first suggests that each medium develops an audience of people whose love for that medium is greater than their concern for its content. That is, the TV medium itself becomes the prime interest in watching television; just as some people like to read for the joy of experiencing print, and more find great pleasure in talking to just about anybody on the telephone, so others like television for the mixture of kinetic screen and relevant sound. Second, the “message” of a medium is the impact of its forms upon society