Meyrowitz defines medium theory as

a special type of media study that focuses on such characteristics of each medium and on how each medium (or each type of media) is physically, socially, and psychologically distinct from other media.

Medium theory argues that effects theories need to focus on the nature and capacities of each medium itself rather than the content of media in order to more accurately predict the influence new media technology will have.

As part of project brief 4, this is an argument my group and I have been discussing. Does content or form have a greater influence over how audiences interact with and read media? It’s a question that doesn’t have a clear answer, but it’s particular interesting to theorise about at this time when technology is constantly developing at a much faster rate than media theories can often keep up with.

Some of the characteristics Meyrowitz believes medium theorists ought to consider when looking at different mediums include:

• type of sensory information
• degree and type of control users have over reception and transmission
• physical requirements for using the medium
• durability and portability
• difficulty of learning to code and decode messages in the medium

and many, many more. With all of these characteristics in mind, medium theorist may be able to establish a clearer picture of how new mediums will influence the media landscape.