In The Medium Is the Message by Marshall McLuhan, he explores new media in its most original, basic and pure way as an object, furthermore, he use the idea of the medium itself carries the message rather than the message, furthermore, to analyze how new media influence in the society. At the end, McLuhan explain the role of broadcast television (as a new medium) and how television itself become a “fixed charge” in people’s day-to-day living which we simply cannot live without it. (Marshall McLuhan 1962, p.209) Base on Mcluhan’s notion of how a medium formed in the past, if the idea still apply to the mass communication media nowaday as the media themselves shape the society regardless of the content it carries, or there is a new relation between the media and the society.
The way Marshall McLuhan looks at the medium is that he emphasizes on the extension of one sense over the others as a defining feature of a medium. For instance, the electric light is a medium without a message (as an object), the electric light itself is the purest form of information, and people seem to be blinded by the content and forgot its original form. The key that change the perception of an electric light from a medium to a message is how it is arranged in a wave of sequence or used in different activities in order to communicate with the society, therefore create a message and fulfill its purpose. For McLuhan, an electric light is the birth of a new medium. (Marshall McLuhan 1962, p.203)

“He imagine that it is the response of our opinions that is relevant to the effect of media and technology in society, a “point of view” that is plainly the result of the typographic spell.” Marshall McLuhan 1962, p.208

Based on the electric light example — an example of a medium transform into a message and