You’ve heard the expression, “The medium is the message.” But what does that really mean? “The medium is the message” is a term coined by Marshall McLuhan in his book, Understanding Media: Extensions of Man. More than fifty years after it was published – in 1964 – Understanding Media reads as if it’s from the future. In this Understanding Media summary, I’ll break down – in my own words – why “The medium is the message,” as well as other key ideas within this media theory classic. Three key ideas in Understanding Media I’m going to cover three key ideas in this summary: The medium is the message. Basically, it’s not the content of the medium that matters. Instead, the characteristics of that medium determine its content. We’re shifting from mechanical technology to electric technology. Mechanical technology such as wheels, roads, and the printing press influence us in different ways from electric technology such as the lightbulb, television, or – today – the internet. Mechanical technology detribalized humans. Now electric technology is retribalizing humans. This shift causes stress in the ways we interact with one another. Our lack of awareness of how technology changes the way we interact is a threat to civilization. McLuhan weaves these and other ideas throughout the book as he analyzes things you might normally think of as media – such as radio, television, and books – but also things you might normally not think of as media – such as roads, clothes, money, and clocks. Now, each of those three main ideas, in more detail: 1. The medium is the message What does “The medium is the message” mean? McLuhan says: The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – results from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology. Media are extensions of ourselves Let me break down some ideas within this quote. First, McLuhan refers to media as “extensions of ourselves.” Remember, the subtitle of the book is Extensions of Man. McLuhan casts a wide net in what he thinks of as media. To McLuhan, media is anything that extends our capabilities as humans. As he says, “Any extension, whether of skin, hand, or foot, affects the psychic and social complex.” In other words, any media extends our capabilities. In the process, it changes how we think, and how we interact with one another. Media changes our “sense ratios” How does media change how we think and interact – the “psychic and social complex?” In the quote I presented earlier, McLuhan also talks about “the new scale that is introduced into our affairs,” by these extensions of ourselves. Every medium alters what McLuhan calls “sense ratios.” We read a book with our eyes and our mind. We watch television with our eyes and our ears. The content of the medium comes to us through specific senses (sight, sound, touch, thought, etc.). As those senses are engaged, it affects how we use our other senses. I’ve referred to this before, myself, giving an example of a chimp fishing ants out of an anthill with a stick. The stick is an extension of her hand. While she’s holding that stick, she can’t use that hand for some other purpose, such as to defend herself from an attack by another chimp. Even if she could, she might not notice the attack, since she’s focused mentally on the stick, and whether or not it has ants on it. So as a medium makes one thing easy, it makes other things hard. If you are reading this summary, you’re using different senses than if you are listening to it. That changes how you interact with this summary. If you’re reading, you can easily re-read parts. If you’re listening, it’s less likely you’ll rewind to re-listen to parts. If you’re reading on a laptop or a phone or an ebook reader, each of these devices will also change how you engage with the content. Reading on an ebook reader while lying alone on your couch i