"The Medium is the Message" - Kevin Silverstein

This article addresses the question, is the medium the message?  The author gives many examples outside of art such as the light bulb, the railway system, and other historical events.  He talks about content and how the content of the medium is just another medium.  He also writes that "the personal and social consequences of any medium... result form the new scale that is introduced into our affairs... by any new technology."
I see where the author is coming from, but I'm not sure it's so black and white.  I believe that the content of the medium is just as or possibly more important than the medium.  I see it like music in a video piece.  The music can make or break the video but is it needed.  If you just had the music and not the video it would just be a song and whatever message was in the video would be lost.  The medium is important but isn't everything.  That also addresses, is the content just another medium?  This may be true in complex situations but at some point you can't keep digging deeper.  Language can be expressed through different mediums, and language itself can be a medium, but the content of the language is not a medium.  It's the most basic way of communication.
This is a video compilation of quotes said by McLuhan.  It describes his point well and the compilation was put together to show how he may have felt about youtube today.