This is merely to say that the personal and social consequences of any medium - that is, of any extension of ourselves - result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology."
To jednostavno znači da lične i društvene posledice svakog medija - to jest svakog našeg produžetka - proizlaze iz novih razmera što ih u naše poslove uvodi svaki naš produžetak ili svaka nova tehnologija.