Medium theory is the concept that the type of Medium used to communicate with the user is just as important as the content presented by the medium itself. Proponents of medium theory feel that the means of expression by a certain technology greatly influences the way in which the message of that medium is received. Hypothetically then, the rise of a new computer interface could change the way information on the internet is received, maybe even inspire the web 3.0 (see the web 2.0). Components of medium theory certainly deal with interactivity and immersion. Well known scholars who helped build or support this theory are Marshall McLuhan and Meyrowitz. Today, the concept of medium theory occupies only a small niche within American media discourse.