3. Interiorization  of the environment in new world 
views. “Media, by altering the environment, evoke in 
us unique ratios of sense perceptions. The 
extension of any one sense alters the way we think 
and act—the way we perceive the world.” (1967, 
p.41)

4. Continuous transformation  of users through 
interaction with environments engendered by 
extensions in media and technologies.

We use media, and get worked over. Take the 
medium McLuhan described as a prototype for 
understanding the electric age: