Dwelling on the Message rather than the Medium

Obama Shifting Online Strategy on ISIS dwells on the message rather than the medium  

The phrase "the medium is the message" was introduced in McLuhan's most widely known book, Understanding Media: The Extensions of Man, published in 1964.^[1] McLuhan proposes that a medium itself, not the content it carries, should be the focus of study. He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself.