-Canadian philosopher and media analyst

-predicted the world wide web 30 years before it was even invented

-after death, still continued to be a controversial figure in academic circles

-most well known work was understanding the media

-some theorists have attacked McLuhan’s work, calling it too simplistic

-“The Medium is the Massage” sold nearly 1 million copies world wide

-McLuhan adopted the phrase “massage” to denote the effect each medium has on the human sensorium