The Medium Is the Message
but what one did with the machine, that was its meaning or message. In terms of the ways in
which the machine altered our relations to one another and to ourselves, it mattered not in the
least whether it turned out cornflakes or Cadillacs. The restructuring of human work and
association was shaped by the technique of fragmentation that is the essence of machine
technology. The essence of automation technology is the opposite. It is integral and
decentralist in depth, just as the machine was fragmentary, centralist, and superficial in its
patterning of human relationships.
The instance of the electric light may prove illuminating in this connection. The electric light
is pure information... It is a medium without a message, as it were, unless it is used to spell
out some verbal a ad or name. This fact, characteristic of all media, means that the " Intent"_
of any medium is always .another medium. The content of writing is speech, just as the
annaabi.ee 
