The book offers an important insight into the human mind that is just as topical today as it was five years ago, and that we cannot afford to oversee. Good, then let us look at what the book is actually about. They also claim that this phenomenon is not rare, inconsequential, or possible to correct with age, education or thought. It happens to us all, it happens often, and it will not go away. To prove their claim the authors put forward accounts of a substantial amount of experiments performed by them and their associates over a number of years.
All experiments follow the same pattern.
They take a traditional experiment on social interaction concerning manners, personality, emotion, social roles etc. and set it up, but they substitute a person or the environment with media. Find the place in the report where a social or natural rule is summarized. Find the part of the report that describes how the rule was tested. Cross out, again one of the people or the description of the environment, and substitute media. Run the experiment.