According to Henry Jenkins, the technology landscape is changing. Media content is accessible in many different platforms. Media users are changing from passive consumers to active participants. Beside the producers, the consumers are now also deciding and affecting the media. The media power, is shifting
Everyone can affect the media, so everyone can create a medium. McLuhan’s ‘medium’ in the quote does not literally mean communication media but every action can be considered a medium. For instance, US president Barrack Obama when randomly appeared eating at a restaurant, although he did not say anything about it, he wanted the people to know that he stayed close to them and lived a simple life (although his visit cost millions times a burger).
This blog post of mine is also a medium: “I dedicate to it, I want to pass!”.