when asked in the 70′s for a way to sedate violences in Angola, he suggested a massive spread of TV devices

media themselves, not the content they carry, should be the focus of study. a medium affects the society in which it plays a role not by the content delivered over the medium, but by the characteristics of the medium itself. a light bulb (as a clear demonstration of this concept) does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect; that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness. it is a medium without any content and creates an environment by its mere presence.

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the medium is the message