Media Is The Message- By Marshal Mcluhan

Meaning: Form of medium embeds itself in the message, creating symbiotic relationship by which the medium influences how the message is perceived. Introduced : In Most widely known book "Understanding Media: The Extentions Of Man in 1964". Mcluhan proposed that medium, itself not the content it carries, should be the focus of study. He also said "medium affects society in which it plays a role not only by the content deliverd over the medium, but also by the charecteristics of the medium itself". He punned word 'message' as 'mass age' and he preffered the same in the title of his book "Medium is the Massage". He used the very interesting example of light bulb to explain the concept as like light bulb does not have any content in the way that other mediums have i.e. it enables people to create spaces during night time that would otherwise be enveloped by darkness. This is merely to say that the personal and social consequences of any medium i.e., of an extention of ourselves result from the new scale that us introduced into our affairs by each extention of ourselves, or by any new technology. Mcluhan concerned about observation that we tend to focus on the obvious. In doing so we largely miss the structural changes in our affairs that are introduced subtly, or over longer period of time. Whenever we creat innovation- be it an invention or a new idea, many of its properties are obvious to us.   There are conditions in our society and culture that we just don't take into concideration in our planning. These range from cultural, religious issues etc. They all silently work to influence the way in which we interact with one another and with our society at large.  Change om public attitude or action on the part of being audience which is quite distinct from the medium.   Conclusion: Message always tells us to look beyond the obvious and seek the non-obvious changes or effects that are enabled, enhanced, accelerated or extended by the new thing.