There are so many mediums that were introduced to us in the past couple of centuries that we haven't even noticed how dramatically it impacted not only the form and shape of our physical architecture but also the architecture of our relationships with each other and with our own selves.
How do we understand that not only the content that is delivered through a certain medium has the message (or is the message), but the medium itself, regardless of its content, is, in fact, the message?
When we think about electricity, there is no well thought, or articulated message in it, but in itself, it creates the concept of time and space when it becomes an indivisible part of our lives. It delivers light into our homes, lightens up the streets, and serves many other functions beyond lights.
Electrical current could be considered a message because it represents a certain era within which it exists and the degree to which certain societies are exposed to it. The medium's message could be understood when it is compared and contrasted between different societies. For example, the societies in which electricity has a more widespread presence, how different are they from the, so to speak, less fortunate societies that more often than not follow the phases of natural light?
Because of how subtly electricity shapes our lifestyles, we don't even realize when it happens. We just accept it as a given fact, and build our lives around it: we are awake during the evenings and our cognitive and physical activities do not stop at the sunset. But this is just one of the many examples that demonstrate how radically, and at the same time subtly, one medium can shape our lives and even alter our anatomical and cognitive abilities.
The same principle can be translated into other mediums that shape our lives unnoticeably: iPhones, laptops, smartwatches, and the internet itself, of course. They are indispensable parts of our social architecture and therefore symbolize everything that is fundamental to our survival within the technocratic socium. It is not just about the status, but also about the mere survival principle: how technologically savvy are you? How fast can you adapt to newly emerging technologies with their automation at an escalating speed? If you are behind, you miss out on life: staying in touch with others, updating your professional skills to meet new criteria, navigating through automated systems in public spaces such as transportation, check-ins and outs, purchasing, subscriptions, and other vital interactions with digital data.
It is very easy to get carried away with those all-accommodating and all-consuming technologies, forgetting about what's essentially natural for us as humans. How are we to survive in wild environments where you must follow a natural GPS such as the Sun? Is it unnerving to even think about the possibility of being unplugged from the internet for more than a day? How about one month or a year?
If the messages that our mediums carry aren't apparent or are very difficult to define, it is helpful to put them in comparison with other, more secluded cultures, where those mediums are introduced.
When oriental societies come in touch with new mediums, one can see how difficult it is for them to preserve their authenticity under such an abundant volume of information, and the channels through which it is delivered to them. Hardware and software capture their lives and turn them into a cultural surrogate that has no authentic cohesiveness or unity based on their core, ancient values, but rather connects them on the basis of a temporary interest: a function or a transaction. To an oriental society, the medium could, therefore, carry a completely different message: isolation, fragmentation, uprooting.
Because of how deeply we are immersed in our technologies, we sometimes pass inadequate judgments towards those who are somewhat behind in utilizing these "intuitive" and fundamentally important tools/mediums. The older generation may struggle to figure out how to use some of the settings and programs on the phone screen, and a younger person may conclude that they are illiterate or "slow". In doing so they devalue all of the solid, real-life experiences that an older person was exposed to.
It appears that the messages that mediums carry could have strong historical significance, but could also be controversial, conflicting, and sometimes even biased if they prompt us to pass harsh judgments onto our surroundings.
Either way, the medium is the message regardless of its content because it shapes our society and carries a historically significant impact on the destiny of our civilization.