Similarly, the message of a newscast are not the news stories
themselves, but a change in the public attitude towards crime, or the
creation of a climate of fear.
a medium is "any extension of
ourselves." Classically, he suggests that a hammer extends our arm
and that the wheel extends our legs and feet.
Similarly, the medium of language
extends our thoughts from within our mind out to others
growing medium, like
the fertile potting soil into which a seed is planted, or the agar in a
Petri dish
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.)