Marshall McLuhan speaks about inventions and innovations as extensions of something already existing, (ie: clothing as an extension of skin) is an idea i agree with. It makes sense when considering that man cannot create anything new, he can only manipulate what exists already, creating new combinations of pre-existing objects which may fail or succeed. It all fits into a matrix, which explains why creativity machines exist. Also note, creativity machines are an extension of our own creative process.
As for media being the message: I believe there are of coarse varying levels by which media speaks out above content and vice versa. I think it's as simple as that.
(ie: 1. A single line drawn in permanent marker, versus the same line drawn in pencil. The media governs the meaning. 2. A woman painted in oils naked and smiling versus, the same naked woman painted in oils crying. The content governs the meaning. If you continue to mix and match these things you will find the dominant characteristic varies.)
Conclusion: Media and content create their own context, neither could exist without the other, and I would say they work on a sliding scale when it comes to which is more important to the specific item at hand.
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