Medium is the Message

Abstract

Abstract “The medium is the message” is a phrase coined by Canadian media theorist Marshall McLuhan (1911–1980), in his book Understanding Media: The Extensions of Man (1964). In this book, McLuhan examines the impact of media on societies and human relations, arguing for the primacy of the medium – understood broadly as any “extension of man” – over overt content. According to McLuhan, each medium has a specific logic and nature, which embeds itself in the content. The medium itself has more fundamental and long‐lasting effects than the more overt content to which people direct their attention. Consequently, the dominant medium of a particular age and place, like print, radio or television, profoundly affects human relations.

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