When a medium is introduced to society the particular purpose it was intended for is not always how it ends up being used. When society alters the meaning of a medium, the newly formed meaning becomes the message itself. It is just through an outside perspective, that the audience manipulates the intended message simply by engaging with the medium. Although creators try to control what the consumers do with the technology, they cannot. As the audience transitions from passive consumers to active consumers they reject control. This process generates new ideas and interpretations creating a new meaning for the technology, giving society our unique, creative and intellectual way of thinking. Even the slightest shift in the medium can result in the message being changed drastically.