„The medium is the message“ – this quote by Marshal Mc Luhan has many truths and depths hidden in a surprisingly simple sentence.
I don’t think it starts out that way. In the beginning the medium is a tool, a means to convey an information from source to destination. While it colors, distorts and even dictates some of the delivery it is first and foremost a means to an end.
But since all human endeavor is always self referential as time goes by the effect of the medium becomes more apparent and both the sender and the receiver begin to skew their communication to maximise the effect in the given medium.
This elevates the medium gradually from tool to master. From medium to message.
Simply because we start to experience our world through this tool and through this medium.
The tool becomes our immediate experience of the world. And not the source of using the tool.