SB Art Research 2: NEWness

Avant-garde (French pronunciation: [avɑ̃ɡaʁd]) means "advance guard" or "vanguard".[1] The adjective form is used in English, to refer to people or works that are experimental or innovative, particularly with respect to art, culture, and politics.

Avant-garde represents a pushing of the boundaries of what is accepted as the norm or the status quo, primarily in the cultural realm. The notion of the existence of the avant-garde is considered by some to be a hallmark of modernism, as distinct from postmodernism.

The term was originally used to describe the foremost part of an army advancing into battle (also called the vanguard) and now applied to any group, particularly of artists, that considers itself innovative and ahead of the majority.[3]
http://en.wikipedia.org/wiki/Avant-garde

The medium is the message is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. The phrase was introduced in his most widely known book, Understanding Media: The Extensions of Man, published in 1964.[1] McLuhan proposes that media itself, not the content it carries, should be the focus of study.

He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself.

http://en.wikipedia.org/wiki/The_medium_is_the_message