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ne-neutralnost medijuma
Ideja Maršala Mekluana da je medijum jednako poruka može da se posmatra i kao semiotičko pitanje: za semiotičara medijum nije neutralan. Svaki medijum ima svoja tehnička ograničenja, mogućnosti i kulturne konotacije. Označeno može da bude promenjeno ako dodje do promene medijuma koji se koristi za označitelja.
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