Medium not the message

What Nahon-Serfaty says is quite true. “The Medium is the Message” is nonsense. And McLuhan did try to retract it by saying that what he really meant was that “the medium is the massage.” He was simply trying to say, after Harold Innes, that the choice of medium has an effect on what you can communicate. For example: a picture is worth a thousand words. But can you blame him for being muted in his retraction since spouting nonsense had made him an international intellectual celebrity with interviews in Playboy, a bit part in a Woody Allen movie, and even a Heritage minute on television.