The medium is the message
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"The media is the message" is a phrase meaning that the generic form of media is more important than any "meaning" or "content" that the media conveys. For McLuhan, the content of media is irrelevant. The form of the medium itself is what changes our consciousness.
- The phrase was coined by Marshall McLuhan in his 1964 book, Understanding Media: The Extensions of Man.
- It served as the intended title for McLuhan's more accessible 1967 book (with Quentin Fiore), The Medium is the Massage: An Inventory of Effects.
- The original title of the artist's book The Medium is the Massage. A printing error was the cause of the shift from "messsage" to "massage," though McLuhan decided he liked the new title even better.
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