[ Buchtipp von Workshop Archiv am Netz ] An Inventory of Effects

McLuhan is especially insistent that an analysis of media content is meaningless—misses the point—since it is the medium which carries the lion’s share of the communication. Simply put, the medium affects the body and the psyche in relatively unconscious ways; thus it is more powerful than the message, which largely appeals to the conscious mind.

By placing all the stress on content and practically none on the medium, we lose all chance of perceiving and influencing the impact of new technologies on man, and thus we are always dumfounded by—and unprepared for—the revolutionary environmental transformations induced by new media.

[ Info ] McLuhan, Marshall/ Fiore, Quentin, : The Medium is the Massage. Simon and Schuster, 1989 .