The Medium Is the Message
Keeps place with thought, and almost like the gods
Does thoughts unveil in their dumb cradles.
The increasing awareness of the action of media, quite independently of their "content" or
programming, was indicated in the annoyed and anonymous stanza:
In modern thought, (if not in fact)
Nothing is that doesn't act,
So that is reckoned wisdom which
Describes the scratch but not the itch.
The same kind of total, configurational awareness that reveals why the medium is socially the
message has occurred in the most recent and radical medical theories. In his Stress o f Life,
Hans Selye tells of the dismay of a research colleague on hearing of Selye's theory:
When he saw me thus launched on yet another enraptured description of what I had
observed in animals treated with this or that impure, toxic material, he looked at me
annaabi.ee 
