What McLuhan meant by statement The medium is the message?
I think that any medium produces a message by its content which is interpreted in mind of a "receiver" who has its own culture, social, education associations. Anyway, every medium communicates a message but can be interpreted in different ways. The "transmitter" should have a responsibility to avoid misunderstanding of what is communicated what is in the message.
The medium itself can be used for "good" thing or can be also exploited for manipulation!
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