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The light bulb was always McLuhan’s first example when explaining what he meant by his famous mantra “the medium is the message” since it communicates no information itself but rather facilitates a range of behavioral possibilities: “The electric light is pure information,” McLuhan wrote in 1964’s Understanding Media: The Extensions of Man. “It is a medium without a message…unless it is used to spell out some verbal ad or name. This fact, characteristic of all media, means that the ‘content’ of any medium is always another medium.” A medium, in other words, is always filled with (or, we might say, ‘contented with’) another medium, but it is also something distinctive itself. 


http://rhizome.org/editorial/2011/oct/4/marshall-mcluhan/