Canadian english professor dr. marshall mcluhan-who coined the term "media" to refer to vehicles of mass communication-famously said, "the medium is the message." this pithy "probe" meant that the media don't merely transmit messages: the medium itself also has a direct impact on how society and individuals think and act-and the dominant medium at any given time is the main agent of social change.

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Social Studies

Makayla

9 July, 07:36

Canadian english professor dr. marshall mcluhan-who coined the term "media" to refer to vehicles of mass communication-famously said, "the medium is the message." this pithy "probe" meant that the media don't merely transmit messages: the medium itself also has a direct impact on how society and individuals think and act-and the dominant medium at any given time is the main agent of social change.

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Isis Rose · Answer 1

The above given statement is true and he coined the term media referring the vehicles of the mass communication. He is from Canada who developed a study on media theory and also worked in the adverting and television industries. He predicted about the present day concept of globalization way before in those days.