Neils N. Rossing and Lotte S. Skrubbeltrang The Big Idea Just over 50 years ago Marshal McCluhan published a book entitled Understanding Media: The Extensions of Man. Its shorthand mantra was “the medium is the message.” His message has been interpreted and misinterpreted over the years. But in general McCluhan was just pointing out that with any invention or new idea or cultural artifact, there is the ground and the figure. The ground is what is obvious (the product); the figure is not-so-obvious (the message). In…