Marshall McLuhan

‘The medium is the message’

“Societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication” 

• The content of the message is not as interesting as the medium in which is was communicated by.
• It is the ‘tool’ that shapes us, not us that shapes the tool
• Technological determination
• ‘If you don’t understand the medium, you won’t understand the message’

Society is determined by technology