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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.
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Herbert Irving Schiller (November 5, 1919 – January 29, 2000) was an American media critic, sociologist, author, and scholar. He earned his PhD in 1960 from New York University . Schiller warned of two major trends in his prolific writings and speeches: the private takeover of public space and public institutions at home, and U.S. corporate ...
"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]
[10] Given the clue of "hand-writing" that terminates the "oral phase" one expects "printing" to terminate the manuscript phase and the "electrifying" to bring an end to the Gutenberg era. The strangeness of the use of "electrifying" is entirely appropriate in the McLuhan context of 1962. The Internet did not exist then.
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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A blank tetrad diagram. Marshall McLuhan's tetrad of media effects [1] uses a tetrad - a four-part construct - to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously.