The Medium is the Message and the Massage: No Kidding

Abstract

Herbert Marshall McLuhan was a Canadian philosopher whose work is among the corner- stones of media theory. His The Gutenberg Galaxy and The Medium is the Massage foretold the consequences of technologies of the new millennium. He tells us that the way we view the world around us depends on the medium being employed. In other words, the form or method of communication shapes how we perceive and understand our surroundings. These viewings create explanations that often appear fool proof or even scientifically accurate. Unfortunately or fortunately as the case might be, they change with the advent of new mediums brought about by technological advance and innovation. We need to heed McLuhan’s astute advice that all media work us over completely. In other words, understand that as different media develop so too will our views of all the things that surround us. What we can take for granted is that change is inevitable and brought about more rapidly by the exponential growth of technology.

DOI: https://doi.org/10.61439/ZXCV1234