Response to the medium is the message

I really enjoyed reading this article, because I have heard of the phrase " The medium is the message" before. but I don't have a deep understanding of what this phrase actually mean. after reading this article, I have more comprehensive understanding of what the meaning of this phrase.
In this article, the author claims that the medium is not the content it carries, and medium manipulates the " scale and form of human association and action" , and later he use movie as an example, he stated that movie as a medium transform “the world of sequence and connections into the world of creative configuration and structure.” however, up to this point I still can not understand the explanation of the phrase until he used the light bulb as a clear demonstration of the concept of “the medium is the message”. A light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect; that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness. He describes the light bulb as a medium without any content. McLuhan states that "a light bulb creates an environment by its mere presence."

Moreover, in this article, the author also touched how technology has empower the media which have tremendous influence our daily life. for example,  we have the ability to know what is happening around the world immediately, whereas before technology advancement, our knowledge is limited to what is in our region or country. In other word, the media expands our ability to perceive our world to an extant that would not be possible if we don't have media. here is video about the annual occurrence of Internet Week that made us think– have we become addicted to the internet? And if we have, what would happen if 5 digital natives were forced to go cold turkey for a week? Would it be reminiscent of a scene from Trainspotting? Or would they regress to some kind of IRL utopia?
this documentary followed these five internet addicts around for a week. This is the result.