Marshall McLuhan | Daniel Savage

• Commented on a changing media landscape 

• Theories on the medium

• Writing about the effects of mass media on our lives. He wasn't talking about the content - the information itself, but the form - the technologies that provide you with content.

• He wasn't saying that content is inconsequential, but when we pay too much attention to it we ignore the power of form in shaping our experience.

• So if you don't understand the medium, you don't fully understand the message.

• Once books were all handwritten, put someone invented the printing press and mass media became a reality.

• The form changed our collective experience, it informed identity, how we imagined ourselves.

• Same with electronic media, telegraphs, telephones, television - devices that redefined time and space, and extended our experience beyond our boundaries.