McLuhan has his typographic wave and video wave - hot and cold mediums  -and the world becoming a global village

Toffler has the agricultural and industrial means of production and the worlds they create

Some say McLuhan was talking of technology, not media, and that the medium is the message refers to the wave on which content /information rides

* if you note, we have moved from media carrying the truth, and then media carrying information, to now media carrying content, as we move from empires with god at their head, to industrial sprawls, to the happy shiny prosumer world

** if you note, the business world continues to carry prices then, and now, and doesn't have different names for it