> Marshall McLuhan, who warned us that ‘the medium is the message’. (Technology is not just a tool, embedded within it is a message.)
Unless this is an extraordinarily obtuse way of expressing it, that's not what McLuhan wrote. He meant that the medium itself shapes us.
For the “message” of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs. [...] it is the medium that shapes and controls the scale and form of human association and action. [...] Indeed, it is only too typical that the “content” of any medium blinds us to the character of the medium. It is only today that industries have become aware of the various kinds of business in which they are engaged. [0]