Although the medium is the message, the controls go beyond programming. The restraints are always directed to the "content," which is always another medium. The content of the press is literary statement, as the content of the book is speech, and
the content of the movie is the novel. So the effects of radio are quite independent of its programming. To those who have never studied media, this fact is quite as baffling as literacy is to natives, who say, " Why do you write? Can't you remember?"