Anything that connects or relates people to people, people to things, or things to each other can be called a medium. In his eyes, mediums seem to be everywhere. The first part of this book is a theoretical exposition of McLuhan’s main ideas, including the conclusions that “the medium is the message,” “cold and hot media,” and “the medium is an extension of the person.” The second part is a specific analysis that builds on the theories in the first part to analyse the 26 media of communication from ancient times to the present day. ” In 1965, the New York Herald Tribune described him as “the most important thinker since Newton, Darwin, Freud, Einstein, and Pavlov…”. His ideas and words were so futuristic that people began to realise that “the media is no longer just a source of rumour and slander, no longer just a place to make sense, no longer just a super factory for profiteering, but the most creative form of culture in contemporary society, the most direct agent of change in our lives. Marshall McLuhan, a Canadian professor, made a splash in 1964 with his book Understanding Media: The Extensions of Man, which quickly catapulted him, a university professor of English and American literature, into a leading position in the media industry.
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