“The medium is the message” is a phrase coined by the Canadian philosopher Marshall McLuhan and introduced in McLuhan’s book Understanding Media: The Extensions of Man, published in 1964. McLuhan proposes that a medium itself, not the content it carries, should be the focus of study.
In his study McLuhan says that people change and adapt to the technology that’s around them, meaning that people around before 1440 when the printing press was introduced were more adapted to the auditory surroundings. This means that people currently are more focused on the most popular medium, that being a screen within our devices
wrote the book: understanding media- extensions of man
