Media are not carriers of cultural or ideological values. Rather than transporting messages from A to B, they form a parallel world of their own which never touches on classical reality. Media see the world as raw material for their own project, nothing else. Writing in the media does not seek the media's internal logic within their processed material, but within their ecstatic strategies. Media are forced to constant development, since all their ecstatic routes can be taken only once, after which the technique used becomes obsolete.
Media never mature past the trial stage.
Every medium must, time and again, discover its own dynamics in order to bring itself to a new conclusion. The path followed by the various media thus far is the subject of textual-materialist media theory. The way in which media suck up material from reality is the theme of communication studies, while the field of cultural studies sides with the viewers. The media text, on the other hand, forgets about dialectics and strives for ecstasy, having understood itself to be part of the media. The media text, like the media themselves, can never produce a final understanding that might be established in a dissertation or magnum opus.