The medium is the message

In his article, The medium is the message, author Marshall McLuhan, explains the light as a medium that is treated unfairly.

The electric light escapes attention as a communication medium just because it has no "content." And this makes it a valuable instance of how people fail to study media at all. For was not till the electric light is used to spell out some brand name that it is noticed as a medium. Then it is not the light but the "content" that is noticed. The message of the electric light is like the message of electric power in industry, totally radical, pervasive, and decentralized. For electric light and power are separate forms from their uses, yet they eliminate time and space factors in human association exactly as do radio, telegraph, telephone, and TV, creating involvement in depth.