Gutenberg Bible, Medium, Message

As has been previously discussed, Gutenberg's invention is a medium that individuates and privatizes society.  But, the Gutenberg Bible has a content that is independent of the medium in which it is transmitted, which can be summarized as 'the salvation of the individual soul'.  In other words, in Gutenberg's invention, the message and the medium of its original product are not merely the same, but consonant.  In non-McLuhan terminology, the form of Communication of the Gutenberg Bible is appropriate to its content.