Marshall McLuhan

Marshall McLuhan was a Canadian philosopher and media theorist best known for coining the phrase **"the medium is the message"** and for his influential work on how media shape human perception and society. His groundbreaking 1964 book, *Understanding Media: The Extensions of Man*, explored how different media—not just their content, but their very nature—impact how people think, communicate, and interact. McLuhan argued that media act as extensions of our senses and reshape social patterns; for example, he suggested that electronic media were transforming society into a "global village" by reconnecting people in a way that transcended traditional cultural and geographical boundaries.

He also co-created *The Medium Is the Massage*, a visually striking book that creatively presents his theories, emphasizing how media subtly but powerfully alter human consciousness and social dynamics. His ideas predicted the transformative effects of technologies like the internet decades before their advent. McLuhan's insights remain influential in media studies, highlighting how changes in communication technology redefine not only information but our entire experience of the world.

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