We can hold media influence to be a question not of content --as Adorno obviously does-- but of far more opaque features of media form and the general media environment. This perspective is commonly subsumed under the heading “medium theory”.
With this theory, Marshall McLuhan went as far as to describe media content as “like the juicy bit of meat carried by the burglar to distract the watch dog of the mind” (McLuhan, 1964) famously stressing that “The medium is the message” .
The latter should be taken to mean that the medium itself, that is its characteristics and mode of production, is what matters in terms of the medium’s effects on the individual and on society.
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