The great media theorist Marshall McLuhan suggests that not only is media interesting because it’s about the expression of ideas, but that the media itself actually shapes the way a given idea is perceived. This is what McLuhan meant when he uttered those famous words: ‘The medium is the message.’

I wonder if McLuhan’s expression was not more global than what you say. I understand that the medium also shapes the way an idea is expressed.

Possible examples: blog writing vs. newspaper? Microblogging vs. chit-chat over coffee? Posting images to Flickr vs. posting them to one’s CMS – or to one’s wall, which is even more remote? Writing a post about an idea vs. exposing it at a conference? etc.