McLuhan states in his article "The Medium is the Message" that any medium is an extension of ourself. Media is neither good nor bad. Only the intentions of the creator of the message can be good or bad. The creator chooses the medium/media in which to deliver the message. This choice of medium is important and can have social, psychological and cultural impacts on the receiver(s) of the message. The same content delivered with various media can have a completely different meanings. The message is dependent on which medium is chosen. McLuhan uses the example of electric light to support his beliefs. - MW
In McLuhan’s article “The Medium is the Message”, I believe that he is saying that regardless of the message, it is the medium that drives and shapes, to an equal or greater extent, societal and cultural changes. Messages have been delivered a variety of ways over time from cave drawings to today’s internet, but the medium and its relationship to accessibility, time, universality, and as an extension of ourselves, etc. has tremendous influence on social and cultural frameworks. A message is a message—thoughts, ideas, or information put into words. But the medium can alter, detract from, or enhance the message; affect the message’s accessibility and usability; affect the speed at which the message is delivered, processed, and synthesized; alter one’s perception of the messenger; affect the perception of time; and can make more or less demands on higher order thinking skills. - MH
