The reader ‘puts on” the poem as a mask. He becomes its “content” by adjusting himself to use the poem as a means of perceiving the world. This new means of perceiving is the meaning of the poem for him. The user is always the content of any medium, whereas the message is the totality of effects whether intended or not. Both James Joyce and T.S. Eliot understood that we can have the experience of any medium, be it print or radio or TV, without discovering the meaning until long afterwards.