What medium the idea?

'The medium is the message' is a statement by Marshall McLuhan, the Canadian philosopher (1911-1980) meaning that the form of a message (print, visual, musical, etc.) determines the ways in which that message will be perceived. McLuhan argued that modern electronic communications (including radio, television, films, and computers) would have far-reaching sociological, aesthetic, and philosophical consequences, to the point of actually altering the ways in which we experience the world. So, McLuhan proposed that media themselves, not the content they carry, should be the focus of study. For example, he describes the light bulb as a medium without any content stating that 'a light bulb creates an environment by its mere presence'. Now then, what about the proverbial light-bulb moment? A moment of sudden spasmodic effort that accomplishes nothing, or a moment of sudden inspiration, revelation, or recognition?