Canadian philosopher -mass media – the medium is the massage/ message.

technological determinism – Technological determinism is a reductionist theory that assumes that a society’s technology determines the development of its social structure and cultural values.

“We shape our tools and thereafter our tools shape us.“

McLuhan proposes that a medium itself, not the content it carries, should be the focus of study. He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself.