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Is the Medium Still the Message?

One of the Good Word editors, Luciano de Oliveira, caught this sentence in the New York Times:
“The particular ‘narrative’ of political journalists tended to emphasize the process dynamics — who’s up, who’s down — in addition to what the media itself are doing.”
Apparently the writer, Mark Leibovich, couldn’t make up as to whether to treat media as a singular mass noun or a plural noun. Most Americans treat media as a singular mass noun these days, though it is actually the plural of medium.
Oh, how I miss the old NYT.

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