The medium is the message
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"The Medium 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 Marshall McLuhan, the content of media is irrelevant. The form of the medium itself is what changes our consciousness.
- The phrase was coined by McLuhan in his 1964 book, Understanding Media: The Extensions of Man.
- The original title of the artist's book The Medium is the Massage. A printing error was the cause of the shift from "message" to "massage," though McLuhan decided he liked the new title even better.
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