Marshall McLuren presents a strong argument in this reading. One of his main points is the vehicle that is used to deliver a message, is also a message within itself. There is no way to separate the two. I agree with his thoughts on this. Communication and the sharing of knowledge has long since been a source of power throughout humanity. There are many factors outside of the medium that impacts who actually can receive the content. From economic status to, cultural bias and available resources.
Media marketing people and advertisers know these concepts already. It’s not only about creating the best ad or commercial. You need to know the demographic you are trying to reach. Displaying something on a large billboard sends a different message than putting it in guitar magazine. How content is delivered to you can greatly affect the message you receive in it.
But can the same message be “good or evil”? Is the data neutral and the intent up to the consumer? The author seems to argue against this sort of neutrality. For example, referencing a firearm as a neutral message and the user deciding on it’s morality. I personally am a strong believer of context. There are situations where a medium can only be used for its intended purpose.
At the end there seems to be no such thing as unbiased information and we need to be aware of how and what is delivering this content to us.