His work is one of the cornerstones of the study of media theory
“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 .
Technological determinism is a reductionist theory that assumes that a society’s technology determines the development of its social structure and cultural values.
