The Medium is NOT the Message!

The medium is the message is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. The phrase was introduced in his most widely known book, Understanding Media: The Extensions of Man, published in 1964.^[1] McLuhan proposes that a medium itself, not the content it carries, should be the focus of study. He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself. [Source: Wikipedia]

Marshall is just plain WRONG!

The Medium is, in fact, NOT the Message! At least, it's not the message in 2010.

I believe that the "Message transcends the Medium".

In a world that is obsessed with connectivity and new technology, the message must be 100% portable to ANY Medium.