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The medium is the message another way of saying that saying nothing a whole lot of ways is the same as saying a whole lot of something. This has a lot to do with art, in which the goal is to make a elusive content engorge with meaning, make the non-content of biographic Galesburg seem big. And it does. We attribute meaning to this suburban genericism. Structuring experience as a series of means of deployments, Prina is, like the suburbs, a much more insidious real estate developer than first seems.