Stephane Deschamps 21 January 2008 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.