![]() ![]() McLuhan says "Indeed, it is only too typical that the 'content' of any medium blinds us to the character of the medium". The content of the medium is a message that can be easily grasped and the character of the medium is another message which can be easily overlooked. McLuhan uses the term 'message' to signify content and character. ![]() He showed that artifacts such as media affect any society by their characteristics, or content. McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. " The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter in his Understanding Media: The Extensions of Man, published in 1964. The phrase was coined by Marshall McLuhan ![]()
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