![]() Differently from a TV program, a book novel, a music record and a newspaper article, a light bulb does not have a content. He gave the example of the electrical light. Therefore the media and their working and operating activities should be the focus of the studies, and not the content they carry on. Some of its ideas became very popular, and today they are considered relevant in the media studies and in understanding the contemporary mediascape.įor instance McLuhan suggested that “the medium is the message”, namely that the media affect the society in which they play a role, not by the content delivered through them, but by their peculiar characteristics. The book greatly influenced academics, writers, social theorists, educators and artists. ![]() ![]() In 1964 the Canadian scholar Marshall McLuhan published his seminal book Understanding Media: The Extensions of Man, that gave a new sap to the media studies introducing new concepts and perspectives. ![]()
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