The medium is the message. This is merely to say that the personal and social consequences of any medium - that is, of any extension of ourselves - result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.
As technology advances, it reverses the characteristics of every situation again and again. The age of automation is going to be the age of 'do it yourself.'
The spoken word was the first technology by which man was able to let go of his environment in order to grasp it in a new way.
It is the framework which changes with each new technology and not just the picture within the frame.