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Short video of McLuhan and the theory of Medium is the message

As Germany heads into national elections, established political parties are trying to appeal to Web-savvy voters using Facebook and Twitter. But their Internet policies are alienating bloggers and activists, who are using the medium to protest against the political mainstream.

In this article the Harvard Press acknowledges the changing nature of publishing, in regard to different audiences and the pace of technological development, revealing how they will release articles, journals and magazines in different formats, with a growing focus on digital mediums.

"Content in and of itself doesn't matter. It's all about the package,"

The challenge for media companies is not to figure out what to do with their content - content in and of itself doesn't matter.