The Medium Is the Message

Marshall McLuhan was a Canadian often considered the leading prophet of the electronic age. An educator, literary critic, philosopher and rhetorician, McLuhan is well known for his expression, "the medium is the message" in analysing and commenting on numerous examples of persuasion in contemporary pop culture. He studied the influence of communication media independent of their content.

The medium is the message relates to the influence of the mode of communication a message uses in its delivery and the perceived content. It looks at how a person views a message because of how it is presented. McLuhan's belief was that the content of the medium (Medium is the mode of communication be it television, print, etc.) did not actually matter or had little impact on society but the medium had a major effect.