It should be a rhetoric-which relates form to matter, instrumentality to product, presentation to content, agent to audience, intention to reason. It should not make technology the operation of a machine, in which che message is a massage; it should not cake its form from its medium
To me, this is talking about the necessity of a medium and the way that we look at something and the means of creating it and what lies between me and this idea, item, place, etc.