Marshall McLuhan
‘The Medium Is The Message’ (or Massage)
He says that “societies have always been shaped more by the nature of the media by which men communicate than by the content of the communication”
He argues that technologies are messages rather than the content of the communication.
Technological Determinism
This idea that we are more influenced by the means of technology (tool) rather than the content we consume through this means.
“Technological Determinism states that media technology shapes how we as individuals in a society think, feel, act, and how are society operates as we move from one technological age to another“