Herbert Marshall McLuhan CC was a Canadian philosopher.

His work is one of the cornerstones of the study of media theory.

Born in Edmonton, Alberta, McLuhan studied at the University of Manitoba and the University of Cambridge

“The medium is the message” was introduced in McLuhan`s book “Understanding Media: The Extensions of Man”, which was published in 1964. McLuhan proposes that a medium itself, not the content it carries, should be the focus of study.

McLuhan uses the term ‘message’ to signify content and character.

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.