Mr. McLuhan was a communication theorist. His famous aphorism was the title of the first chapter of his book, Understanding Media: the Extensions of Man, published in 1964. It perfectly expresses the notion that, in many ways, the communication medium is more important than the messages it conveys. The beauty of the declaration is that it might seem askew at first, but the more you think about it, the more plumb it seems.
In the world of audio/video, the medium is monumentally important. From
