“Each medium, independent of the content it mediates, has its own intrinsic effects which are its unique message.
The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs. The railway did not introduce movement or transportation or wheel or road into human society, but it accelerated and enlarged the scale of previous human functions, creating totally new kinds of cities and new kinds of work and leisure. This happened whether the railway functioned in a tropical or northern environment, and is quite independent of the freight or content of the railway medium. (Understanding Media, N. Y., 1964, p. 8.)
What McLuhan writes about the railroad applies with equal validity to the media of print, television, computers and now the Internet. “The medium is the message” because it is the “medium that shapes and controls the scale and form of human association and action.” (p. 9)”