If the medium is the message as Marshall McLuhan so aptly put, then it stands that we should carefully articulate the mediums we work in, and are building messages for.
An amphitheater is a medium, and therefore the message.
A phone is a medium, and therefore the message.
A platform is a medium, and therefore the message.
A TV is a medium, and therefore the message.
A book is a medium, and therefore the message.
A billboard is a medium, and therefore the message.
A poster is a medium, and therefore the message.
A t-shirt is a medium, and therefore the message.
A theater is a medium, and therefore the message.
An iPad is a medium, and therefore the message.
In our modern society, we are drowning in mediums (and therefore drowning in messages).
All the more reason carefully select the mediums we will choose to work in and understand them.
