McLuhan in the reading says, “For the ‘message’ of any medium or technology is the scale of change or pace or pattern that it introduces into human affairs.” He then uses an analogy of a railroad improving upon movement. But, McLuhan immediately contradicts this statement with the fact that the airplane, although revolutionary, remains independent of that definition. “The medium is the message” because it is the medium that shapes and controls the scale and firm if human association and action.” He is now references light is the subject in a surgery or ballgame subject matter. I found this statement most interesting but disagree with it. For instance, if I am eating a Chipotle burrito bowl, does the light affect the impact it has on me? Yes and no. Whether I am eating the burrito bowl in jet-black darkness or in light, the medium (burrito bowl) still has the same message to me, which is its spicy and sweet goodness. The light may affect my desire and experience, but still has no final effect of the message. Here’s Martha Bayles opposing McLuhan as I do: http://www.youtube.com/watch?v=y4ZKcon5bGY