„Nothing could be more unrealistic than to suppose that the programming for such media could affect their power to re-pattern the sense-ratios of our beings. It is the ratio among our senses which is violently disturbed by media technology. And any upset in our sense-ratios alters the matrix of thought and concept and value. In what follows, I hope to show how this ratio is altered by various media and why, therefore, the medium is the message or the sum-total of effects. The so-called content of any medium is another medium.“ (McLuhan, 1960: 9)
It is clear from this statement that the medium is actually the subject. It is human beings whose sense-ratios are altered by participating in the experiences made possible through the media. It is not the content of the communication, but the encounter between the medium and subjectivity that alters or disturbs how we then reflexively analyse our experience. Although ‘the medium is the message’ is generally interpreted in formal terms, and has been appropriated as a generalisation used to explain the presence of media in every aspect of our lives, McLuhan is here playing with cognitive and psychological research as it was developed in the 1950’s. More importantly, at this stage, he is avoiding a binary approach to form/content relations. He is effectively introducing a third element into the discussion, namely, embodied human subjectivity.
Technology, Information and Learning by Ron Burnett