According to David Holmes, the textual or behavioural qualities of communication are determined by the architecture of a specific ______.

According to David Holmes, the textual or behavioural qualities of communication are set by the architecture of a specific medium.

His argument is that the medium's structure itself shapes how communication behaves and reads.

The message is the content carried and is not what Holmes points to as the shaping architecture.

Noise is interference in transmission and does not determine the textual qualities he describes.

Ideology concerns systems of belief and is not the architectural determinant Holmes names.

For Holmes the medium's own architecture governs the form and behaviour of communication within it.

This echoes McLuhan's stress that the medium powerfully shapes the message.