Marshall McLuhan's well-known aphorism, "The medium is the message," doesn't mean that content doesn't matter. (Even when it's digital, which isn't really matter in the atomic sense of the word.) His point is that the overall impact of the environment created by a new medium eclipses any particular content. So no particular tweet is as consequential as the medium of Twitter. He also wrote about new mediums consuming old mediums as content, like a movie shown on television. These days, it's a two way street. In this example, the older medium of the Blog is displaying the newer medium of Vine. Interesting stuff. To me, anyway. Does an inside joke require more than a single person on the inside?