According to Mark Federman, the message of a new technology, the ideology carried within it, is “the change in inter-personal dynamics that the innovation brings with it.” So the “message” of a particular television show is not the show itself, with all its dramatic scenes and storytelling, but the change in attitude or the change in thinking that the audience experiences after watching it…. The message within the medium of the Internet may not be the e-commerce sites and videos and blogs we use every day but the way humans are increasingly seeing themselves and their relationships with others in terms of data and networks. The true message of these digital technologies is buried deep inside them and will eventually be revealed in time. We will see their effect in the ways we think differently act differently, and understand ourselves differently.
Tim Challies, The Next Story: Life and Faith after the Digital Explosion, (Zondervan, 2011), 38–39.