Understanding Media  From Wikipedia, the free encyclopedia Jump
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Man   Author Marshall McLuhan Country Canada Language English
Subject(s) Media theory Publisher McGraw-Hill Release date 1964
Pages 318 pp (first edition) ISBN 81-14-67535-7  Understanding
Media: The Extensions of Man is a 1964 book by Marshall McLuhan.
It was a pioneering study in media theory. McCluhan was a
Professor of literature who was deeply interested in the way
media had changed society.  The book proposes that media
themselves affect their content in important ways. It is an
attempt to understand how changing media have affected society.
McLuhan suggests that media play a role, not by the content
delivered, but by the characteristics of the medium itself.
McLuhan pointed to the light bulb as an example. A light bulb
does not have content in the way that a newspaper has articles
or a television has programs, but it is a medium that has a
social effect. The light bulb lets peo