The technology itself is more significant when having an impact on people – the technology not the content. Mcluhan frequently punned on the word “Message” changing it to “Mass age” and “Mess age”.

New Media VS Old Media –

Endless – New media is endless as, for example, someone could read the eminem article posted on the teenvogue website, they could then visit links in that article, other websites about the issue, images and more. However, with old media, Such as a hard copy – a magazine – it eventually comes to an end.

Personalise – New media can be personalised as, for example, an article from the teenvogue website could be shared on other social networking platforms, images could be used to create other media forms or the information could be used to create a new article. However, old media cannot be personalised as an audio recording, for example, wouldn’t have been able to be manipulated.

Share – New media can be shared world wide via the internet, however old media must be lent/ sent to others.