With TV, Shakespeare’s “All the world’s a stage,” 
flips into “all the stage is a world,” in which there 
is no audience and everybody has become an 
actor, or participant. When one says that “the 
medium is the message,” it is to point out that 
every medium whatever creates an environment of 
services and disservices which constitutes the 
special effect and character of that medium.

Marshall McLuhan, “A Last Look at the Tube,” 
Marshall McLuhan: The Man and His Message , 
(Golden, 1989) p. 196.