The content or message of any particular medium has about as much importance as the stenciling on the casing of an atomic bomb.
Marshall McLuhanErwin Schrodinger has explained how he and his fellow physicists had agreed that they would report their new discoveries and experiments in quantum physics in the language of Newtonian physics. That is, they agreed to discuss and report the non-visual, electronic world in the language of the visual world of Newton.
Marshall McLuhanThe medium is the message" because it is the medium that shapes and controls the search and form of human associations and action.
Marshall McLuhan