age. Every medium means a new mess. And “the 
medium is the massage” meaning the medium gives 
you a working over and gives you and your culture 
a complete massage. And also mass, age. Split that 
one up. So there are four levels of meaning in that 
pun. And he meant all four.

He was talking about the effects of electric media 
on North America, and western civilization. And it is 
definitely a mess and it is to create a mass as well. 
To destroy the public and put in its place a kind of 
audience called a mass audience. And I don’t know 
anybody who’s worried about all four of those 
before but they’re all there, all waiting for