Medium is the message

The medium is the message has become a 20th century aphorism that describes the way that both the content of modern electronic media and the consumption of such media exert a unique symbiotic effect on society. In other words, there is a blurring of both media and media content. The expression was coined by Marshall McLuhan (1911-1980) the Canadian writer and communication theorist in his book Understanding Media: The Extensions of Man published in 1964. McLuhan is also credited with coining the term global village.