We are accustomed to thinking the message is separate from a medium. McLuhan saw the message and the medium to mean the same thing. The audience is normally focused on the content and overlooks the medium. What we forget is that the content cannot exist outside of the way that it is mediated. McLuhan recognized that the way media work as environments is because we are so immersed in them. "It is the medium that has the greatest impact in human affairs, not specific messages we send or receive." The media shape us because we partake in them over and over until they become a part of us.