“[…] the awfully hearty sort of Christmas cards that people do send to other people that they don't know at all well. You know. The kind that have mottoes like Here's rattling good luck and roaring good cheer, / With lashings of food and great hogsheads of beer. […]”

For example, if the author is responsible for inserting the copyedits into the source files, then there are repercussions later on when changes are made during the page formatting stage.

Alex Song launched a long ball forward from the back and the winger took it down nicely on his chest. He cut across the penalty area from the right and after one of the three defenders in his wake failed to make a meaningful clearance, the Oxlade-Chamberlain was able to dispatch a low left-footed finish into the far corner.

What mediology wishes to bring to light is the way in which something serves as a medium, and the often unperceived complexities that go with it, looking back over the long term (from the birth of writing) without being overly concerned with present-day media (even if certain mediologists are prepared to consider these).