“I derived all my knowledge of media from people like Flaubert and Rimbaud and Baudelaire. They began to study the materials with which they worked in order to be faithful to style. They deliberately began to study the matters, the materials with which they worked. You find Frank Lloyd Wright and modern architects doing this at the turn of the century. They began to study not what they wanted to express, but what were the means available for expression. When they began to study these materials, they quickly discovered that the medium is the massage or message. ”