The medium is the message; the expensive large format poster speaks for itself, and what it says could be even more important than what you put on it. It is the same for any other kind of media; television, newspaper, magazine, social media post, blog post, whatever. Each of them carries its own message, or to put it even more precisely — the act of choosing them (over the other, or even in an ensemble) — is a (sub)message in and of itself that provides the context for the words and images that