Understanding Media: The Extensions of Man

Title: Understanding Media: The Extensions of Man

Author: Marshall McLuhan

Publisher: The MIT Press; Reprint edition

Publication Year: 1964

ISBN:  0262631598

Understanding Media: The Extensions of Man is a 1964 book by Marshall McLuhan, in which the author proposes that the media, not the content that they carry, should be the focus of study. He suggests that the medium affects the society in which it plays a role mainly by the characteristics of the medium rather than the content. The book is considered a pioneering study in media theory.