For 10 points, name this Canadian theorist and academic who coined the phrase "the medium is the message."
Tom Wolfe compared this thinker to Newton in the essay "What If He Is Right." This man hypothesized that humans focus on the recent past when facing new situations, claiming "we look at the present through a rear-view mirror." This theorist contrasted forms of communication that emphasize transmitting information to those that stress sensory involvement, respectively calling them "hot" and "cool." This author proposed the idea that the way phenomena are delivered affects how they are perceived in his 1964 book Understanding Media. For 10 points, name this Canadian theorist and academic who coined the phrase "the medium is the message."
Tom Wolfe compared this thinker to Newton in the essay "What If He Is Right.
Herbert Marshall McLuhan