![]() ![]() Here, an example of electric light is provided to better understand what McLuhan is referring to. ![]() Because what we observe through a medium is obvious in its nature in terms of the message from a content standpoint, McLuhan (1964) argues that we often overlook what the medium itself introduces into our human affairs over a period of time. Briefly elaborating on this, McLuhan (1964) refers to the message of a medium being the personal or social consequences resulting from an increased extension of ourselves through any newly invented technology or innovation. McLuhan (1964) starts by stating that it sometimes comes as a shock to us when we consider the medium to be the message. Marshall McLuhan introduced the well-renowned media concept of “Medium is the Message” in chapter one of his 1964 book entitled “Understanding Media: The Extension of the Man.” What McLuhan meant by this implication was that it was the media that should become the focus of the study, and not the content of which it carries. ![]()
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