Every product as figure  seeks a host medium as 
ground . Every product has the power of imposing 
its own “assumptions” or ground rules on the 
entire social context. The disc jockey who appears 
to be manipulating a record player is, in fact, 
applying this technology to the hidden service 
ground  of radio. The disc, as product, when 
crossed with radio ground , activates a vast new 
world of musicians and consumers of music. The 
radio ground provides instant access to a new 
public diversified in age and condition. The LP disc 
creates new needs and new markets by assuming 
the hidden ground of radio.