Reading Response to: The Medium is the Message by Marshall McCluhan
A medium is the vehicle for delivering a message, but Marshall McCluhan claims that as technology has evolved, the medium itself has become the message. The author gives an example of how new technology, in this case “automation” by machines, can disrupt social patterns by eliminating jobs in the workplace. At the same time, automation creates new roles and specialization. However, it was not the machines themselves (the medium) that caused this disruption, it was how people used the machines.
Electric light is typically a medium without a message, but the information that is transmitted through light is actually another medium, so McClauhan deduces that every medium’s content is really just another medium.