Chapter 8

The Media Is the Message

The medium is the message. This is merely to say that the personal and social consequences of any medium—that is, of any extension of ourselves—result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.


The media’s the most powerful entity on Earth. They have the power to make the innocent guilty and to make the guilty innocent, and that’s power. Because they can control the minds of the masses.


In our opening scenario, Barry watches MSNBC to start his day, Joan watches Fox News, and Fatima watches the BBC. How are their attitudes and opinions being shaped by what they see every morning? How ...

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