The Medium is the Message

According to McLuhan, the meaning of "the medium is the message" is that the medium influences how the message is perceived. The medium's goal is to create and control our association with the message. McLuhan said, "content of any medium is always another medium – thus, the content of writing is speech, print is that of writing and print itself is the content of the telegraph." McLuhan also says, "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."

With Youtube as the medium, we as viewers have a lot of control over what we want to watch when we want to watch it. We are able to search, comment, like, share, etc.