Understanding McLuhan/Understanding McLuhan (1996)(Voyager)[Mac-PC].iso/pc/mcluhan.dxr/01796_Field_OMMC T24.txt

Text File | 1996-04-10 | 658b | 14 lines

to, “the medium is the message” would be right
away rush off and find out what medium means. It
doesn’t mean what you think, and right there’s a
lot of the trouble. My father was usually quite
exact when he made statements like that. He may
have had tongue in cheek and a twinkle in his eye
but he was being quite exact.

If you say, “the medium is the message” you’re
talking about a medium meaning a milieu. Oh, wait
a minute—right away it changes! Medium in the
sense of growing medium. What do plants grow in?
That’s a medium. It’s a particular mixture of dirt
and vermiculite, and it’s a whole circumstance