248. Understanding Media (by Marshall McLuhan) Book Summary

<p>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, <a href= "https://www.amazon.com/dp/B00DIEZI7U?tag=kadavyinc-20"><em>Understanding Media: Extensions of Man</em></a>. More than fifty years after it was published – in 1964 – <em>Understanding Media</em> reads as if it’s from the future. In this <em>Understanding Media</em> 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.</p> <h3>Three key ideas in <em>Understanding Media</em></h3> <p>I’m going to cover three key ideas in this summary:</p> <ol> <li><strong>The medium is the message.</strong> Basically, it’s not the content of the medium that matters. Instead, the characteristics of that medium determine its content.</li> <li><strong>We’re shifting from mechanical technology to electric technology.</strong> 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.</li> <li><strong>Mechanical technology detribalized humans. Now electric technology is retribalizing humans.</strong> 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.</li> </ol> <p>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.</p> <p>Now, each of those three main ideas, in more detail:</p> <h3>1. The medium is the message</h3> <p>What does “The medium is the message” mean? McLuhan says:</p> <blockquote> <p>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 –