The medium is the message
Phrase in communication theory
The medium is the message
"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter in his Understanding Media: The Extensions of Man, published in 1964. McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. The concept has been applied by others in discussions of technologies from television to the Internet.
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