For McLuhan, it was the medium itself that shaped and controlled "the scale and form of human association and action". McLuhan says "Indeed, it is only too typical that the 'content' of any medium blinds us to the character of the medium". The content of the medium is a message that can be easily grasped and the character of the medium is another message which can be easily overlooked. McLuhan uses the term 'message' to signify content and character. He showed that artifacts such as media affect any society by their characteristics, or content.
McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. " The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter in his Understanding Media: The Extensions of Man, published in 1964.
The phrase was coined by Marshall McLuhan
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