Here are two thoughts that Shane throws out:
1. You can't change methods without changing your message – they're inseparable.
He goes on to quote Marshal McLuhan.
2. The content or message of any particular medium has about as much importance as the stenciling on the casing of an atomic bomb.
His simple (yet complex) point: The message and the method are the same. You can't separate the two.
Let that soak in for several weeks . . .and then think about how you communicate to your audience.