and finally

The new electric structuring and configuring of life more and more encounters the old lineal and fragmentary procedures and tools of analysis from the mechanical age. More and more we turn from the content of messages to study total effect.

containing more containers

Our conventional response to all media, namely that it is how they are used that counts, is the numb stance of the technological idiot. For the "content" of a medium is like the juicy piece of meat carried by the burglar to distract the watchdog of the mind. The effect of the medium is made strong and intense just because it is given another medium as "content."

reversed into gutenberg

The "content" of writing or print is speech, but the reader is almost entirely unaware either of print or of speech.

contained

This fact, characteristic of all media, means that the "content" of any medium is always another medium. photo on cd in dvd played on tv

almost pure

The electric light is pure information... It is a medium without a message, as it were, unless it is used to spell out some verbal a ad or name. photo from camera phone

contentless

Let us return to the electric light. Whether the light is being used for brain surgery or night baseball is a matter of indifference. It could be argued that these activities are in some way the "content" of the electric light, since they could not exist without the electric light. This fact merely underlines the point that "the medium is the message" because it is the medium that shapes and controls the scale and form of human association and action.