The Medium is the Message

Marshall McLuhan

MARIO POSTIGO HERNNDEZ

Marshall McLuhan analyzes the media and its effects taking as a point of departure the
idea or the notion that all technological mediums are an extension of any human,
psychic or physical faculty: a wheel, for example, is an extension of the foot; the book,
is an extension of the eye; clothing, as an extension of the skin; and so on. He,
basically, describes the main mediums of communication, such as the word, printing,
film, photography, advertising, radio, TV, etc.

McLuhan understands the media taking into account the participation of the user and
their nature or essence; predicting their behavior. He says that the medium is the
message, to explain that what is left of a medium of communication rather than the
content of its words or images, is its effects, the way in which it molds, affects or
changes the users on the physical level, changing their routines, modes of perception
or modes of doing things.

All our environment is based on the globalized media, which has accomplished that
people from all over the world can connect and communicate in a better way, leading to
the creation of a global village. Everyone can know, immediately, what is happening in
the world and at the same time become part of that, what, in the end, controls our
environment, shapes our lives and our sensitivity; something that we usually cannot
perceived.

BIBLIOGRAPHY:
Marshall McLuhan The Medium is the Message
Teora y Medios de Comunicacin I & II