The Medium Is The Message - Smashing Magazine
►http://www.smashingmagazine.com/2011/07/04/the-medium-is-the-message
“The medium is the message” as a phrase sums up a much deeper communication theory, which is that the medium through which we choose to communicate holds as much, if not more, value than the message itself. At first, this concept might seem vague and indeed a lot to grasp. But I can honestly say that understanding the meaning behind these words revolutionized the way I approach Web design; not from a technical or procedural standpoint, mind you, but from a fresh mental perspective that provided clarity on how to approach and design for the Web.