power of this medium of electric light to transform 
every structure of time and space and work and 
society that it penetrates or contacts, he will have 
the key to the form of the power that is in all 
media to reshape any lives that they touch. Except 
for light, all other media come in pairs, with one 
acting as the ‘content’ of the other, obscuring the 
operation of both.” (1964, p.52)

If we study the shifting patterns resulting from 
the introduction of new media and technologies, 
we will gain insight into the process of cultural 
change.