The medium is important to how we consume digital media because the medium is the connection to how the message is received by anyone. Without the medium, the content is nothing because it cannot be passed on. While some might portray certain mediums as negative or positive, the medium is neither. None of these mediums have a designated outcome. Most usually become predictable. For example, a news channel on television usually holds the negative media that happens locally. While we try to post only positive personal things on social media and share news (both sad & happy) that is happening around the world.
The medium changes with time leaving everyone with different ways to easily share media and content. It creates new forms of communication within society. Depending on the device and the message, there are different forms of mediums activating each one. Everyone moves on along with technology, making experiences and ways of thinking very different from before. Creating the “media theory” made McLuhan very famous. Innovation has changed us to care about how we send the message not what it actually is saying.