The medium is the message. When new technological mediums are introduced, we tend to focus on what's new about the content. We have to think beyond the content. Observe the medium itself as it becomes the substrate, the scaffolding that society organizes itself on. The medium introduces a new scale, pace, or pattern -- *a new structure* to how humans relate with the medium itself, the content of the medium, and the rest of humanity. [[Understanding media - the extensions of man]]