It is the framework which changes with each new technology and not just the picture within the frame

It is the framework which changes with each new technology and not just the picture within the frame

Marshall McLuhan, a renowned media theorist, famously stated that "it is the framework which changes with each new technology and not just the picture within the frame." This quote encapsulates McLuhan's belief that the medium through which information is transmitted has a profound impact on society and culture. McLuhan's work focused on the effects of mass media on human behavior and communication, and he argued that the medium itself shapes how we perceive and interact with the world around us.

McLuhan's theory of media ecology posits that the medium through which information is conveyed is just as important as the content itself. He believed that different forms of media, such as print, radio, television, and the internet, have unique characteristics that influence how we think and behave. For example, McLuhan argued that the invention of the printing press in the 15th century fundamentally changed the way people processed information and interacted with each other. The widespread availability of printed materials led to the dissemination of knowledge on a scale never before seen, sparking the Renaissance and the Enlightenment.