Kalmar "matsakaici mai sanyi" ra'ayi ne wanda Marshall McLuhan, masanin ka'idar watsa labarai kuma masani ya gabatar. A cewar McLuhan, hanya mai sanyi ita ce wacce ke buƙatar babban matakin shiga ko shiga daga masu sauraro don fahimta ko fassara shi. matakin bayanai ko dalla-dalla, barin ƙaramin ɗaki don tafsiri ko sa hannu daga masu sauraro.Gaba ɗaya, ana ɗaukar matsakaiciyar matsakaici a matsayin wacce ba ta da ƙarfi ko kuzari, kuma tana buƙatar masu sauraro su himmatu. cike gibin da aka samu domin samun ma'anar bayanan da ake gabatarwa. Misalan kafofin watsa labarai masu sanyi na iya haɗawa da abubuwa kamar zane-zane, waƙa, ko tattaunawa.