The medium is the message. The content is irrelevant. The scale, shape, symbolic meaning, targeted audience, access & interaction, duration of exposure, perceived authority (or subversive nature) of “shared” information, and saturation in culture and life made possible by the pipe that spews the content is likely far more responsible than the exact nature of the content users engaged with. Encoded alongside the content the characteristics of the platform are what shapes and controls human behavior, not just the content itself