The Medium is the Message

Joanne Tjahyana, S.Kom, MMM – Communication Technology Development Class

Marshall McLuhan

The Medium is the Message

( McLuhan, 1964 )

( Federman, 2004)

"The medium is the message" tells us that noticing change in our societal or cultural ground conditions indicates the presence of a new message, that is, the effects of a new medium.

“The ‘content’ of any medium is always another medium”

“The ‘content’ of any medium blinds us to the character of the medium”

( McLuhan, 1964 )

( Skinner, 2000)

…their content is predetermined by the medium…

References

Federman, M. (2004). What is the Meaning of the Medium is the Message? Retrieved October 1st, 2010 from http://individual.utoronto.ca/markfederman/MeaningTheMediumistheMessage.pdf.

McLuhan, Marshall. (1964) Understanding Media: The Extensions of Man. New York: McGraw Hill.

Skinner, D. (2000). McLuhan’s World -- and ours. Retreived October 25th, 2010 from http://proquest.umi.com/pqdweb?did=47771691&sid=5&Fmt=3&clientId=46969&RQT=309&VName=PQD