ABSTRACT
Marshall McLuhan said it first three decades ago: The medium is the message. In his controversial book Understanding Media, McLuhan (1964) argued that each medium has fundamental and unique characteristics. The information distributed by the media was much less important—actually, insignificant—compared to the medium itself. According to McLuhan, “the personal and social consequences of any medium—that is, of any extension of ourselves—result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology” (p. 7).
