Expanding the concept of the canadian communication theorist Marshall McLuhan, The medium is the message, we observe how every technological evolution (press-radio-cinema-television-internet) corresponds to a change of communication paradigm in the way in which values and archetypes are perceived from society.

The passage of information from an old to a new language/media is not a mere passive translation of the content, but a process of active conceptual reinterpretation, which generates unpublished and original 

perceptions.

Perceptions that overwrite the existing ones, often with extreme fidelity, to the point of undermining the principles of identity and authenticity.

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