The Medium

This chapter explores how the form and delivery of a message, its medium, shapes meaning, credibility, and audience response. Drawing on concepts such as affordances, constraints, and rhetorical genre, the chapter examines how different media influence communication across contexts such as manuals, recipes, sports journalism, and news reporting. It distinguishes between news and opinion, explains the rise of sensationalism, and considers the impact of algorithms, media consolidation, and platform design on public discourse. By analyzing how messages are framed and delivered, readers gain tools for evaluating credibility, navigating media bias, and communicating ethically in an attention-driven digital landscape.