Medium content, grammar, and environment
Medium Content, Grammar, and Environment are three metaphors used by Joshua Meyrowitz to answer the basic question "What Are Media?"
Medium Content (or media as conduits) examines the notion that a medium delivers content and how audiences react to and perceive the content. For example, what social and political influence the perceptions of content? , How do certain audiences (different ages, races, ethnicities) respond to the same content? , and How accurately does content represent reality?. The differences in the messages that a given medium conveys in what audiences react to first and what scholars aim to study. Meyrowitz also notes that often the study of media content is medium-free, in that "the focus on media content tends to minimize the attention given to the nature of the particular medium that holds or sends the message." Meyrowitz gives the example of how Television is studied quite often because of its popularity with the public, but most topics of interest are those that do not need the existence of television to be mentions (i.e. sexuality, race, violence).