1. The content of any medium is always another medium.
2. Medium shapes and controls the scale and form of human association and action.
3. Medium blinds us to the character of content.
My Thinking
As an example of my understanding: radio podcast is a medium, while its content - music or talk show are another medium. It can affect how audience understand the content as well. The theory can relate to the difference of medium to present typography. The leading medium in this decade is digital media which totally change the daily lifestyle of modern people today. What makes the difference of digital and traditional typography? The most obvious feature that makes them unique is the interactive function of digital screen and solid paper texture of the book.
As they are totally medium in terms of medium, they cannot replace each other although digital seem dominant and it slowly replaced other material. Their condition of existing together is similar like amalgamation that we learnt in Hubungan Etnik, they existing together but does not bring harm to each other, they make the typography field interesting as readers or viewers get to appreciate the different form of art in this century.
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