Postmodernism

Postmodernism is a rebellion of the modernist era and modernist thinking. Its primary values are placed in the existence of truth on an individual level. Thereby making the argument that the truth of something, whatever that be, is perceived differently by each person according to his/her experiences, and that no universal truths exist, but that we define our own truths but they are only relevant to ourselves.

Therefore, every truth is (according to the Postmodernist) defined by experiences. A story that is read in a book creates a different experience for a person than the same story seen as a movie. This leads into what McLuhan was discussing in "The Medium is the Message" when he argues that the way in which a message is presented is more important that the message itself.

I can see how this applies to us as designers. Often we are not the ones who choose the content of our work, but instead we must place that message into a container of our design that produces within others the experience of our choosing. Hence why for us the medium truly is the message.