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Perhaps the most notable medium theorist is Marshall McLuhan, who came into the public eye in the 1960s, during the increasing dominance of television, especially with his second medium theory book, Understanding Media (1964). McLuhan suggested that television and other electronic media were having a significant impact on the culture as they ...
"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter [1] in his Understanding Media: The Extensions of Man, published in 1964. [2] [3] McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. [4]
Understanding Media: The Extensions of Man is a 1964 book by Marshall McLuhan, in which the author proposes that the media, not the content that they carry, should be the focus of study. He suggests that the medium affects the society in which it plays a role mainly by the characteristics of the medium rather than the content.
McLuhan was born on July 21, 1911, in Edmonton, Alberta, and was named "Marshall" from his maternal grandmother's surname.His brother, Maurice, was born two years later. His parents were both also born in Canada: his mother, Elsie Naomi (née Hall), was a Baptist school teacher who later became an actress; and his father, Herbert Ernest McLuhan, was a Methodist with a real-estate business in ...
Download as PDF; Printable version; ... Mass media book stubs (1 C, 100 P) ... Understanding Media; The Uses of Literacy; W. We the Media;
In his book "Understanding Media, The Extensions of Man", media theorist Marshall McLuhan suggested that "the medium is the message", and that all human artefacts and technologies are media. His book introduced the usage of terms such as "media" into our language along with other precepts, among them "global village" and "Age of Information".
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In media studies, thinkers like Marshall McLuhan treat "the medium [as] the message" or the medium of a given social object (such as a book, CD, or television show) as the touchstone for both the cultural and material elements of the society in which this object exists. [4]