I think the medium modifies the message- this is true even for people. Take for example politicians- when a leader makes a racist or a discriminatory statement even in a personal capacity, it is taken by followers as a command that they should act upon. In the case of India, the message is modified. haha.
But its true across all levels. If a CEO believes in coming in early and keeping his office uncluttered and he speaks about it occasionally, even if he didnt mean it as a direct order, it is taken as one. A breakthrough idea in an obscure blog will be viewed with more skepticism than a breakthrough idea in a peer reviewed magazine.
The message is actually the message + a bit of the medium
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