The medium is the message

Watch this short video which summarises the central tenets of Marshal McLuhan’s media theory.

The medium is the message

Consider the following questions:

  • Do the technologies that provide content (i.e. the form) influence the message?
  • If you don’t understand the medium, can you understand the message?
  • What has greater impact on society, the content of the videos on Youtube or the fact that Youtube exists?


For further explanation, watch the Medium is the message published by Folding Ideas.

Share you thoughts by posting a comment on the discussion forum, for example:

  • The most important message is …
  • I don’t agree that …
  • The medium is no longer the message because …
  • The message is the medium because …

Note: Your comment will be displayed in the course feed.


Annotation - The meaning of 'The medium is the message'

  1. Read: Federman, M. (2004, July 23). What is the Meaning of The Medium is the Message? Retrieved July 21, 2017.
  2. Log in to the Hypothes.is to annotate or reply to posts on: What is the Meaning of The Medium is the Message. (Note: if your’e using Chrome or Firefox with the extension or bookmark installed, first launch Hypothesis then go to: http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm or alternatively paste this link at https://via.hypothes.is/ after you have logged in to Hypothes.is. Remember to tag your post using the course code: lida104.)

Last modified: Tuesday, March 13, 2018, 5:51 PM