<Table> <Tr> <Td> </Td> <Td> This article relies too much on references to primary sources . Please improve this by adding secondary or tertiary sources . (July 2013) (Learn how and when to remove this template message) </Td> </Tr> </Table> <Tr> <Td> </Td> <Td> This article relies too much on references to primary sources . Please improve this by adding secondary or tertiary sources . (July 2013) (Learn how and when to remove this template message) </Td> </Tr> <P> "The medium is the message" is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in any message it would transmit or convey, creating a symbiotic relationship by which the medium influences how the message is perceived . </P> <P> The phrase was introduced in McLuhan's book Understanding Media: The Extensions of Man, published in 1964 . McLuhan proposes that a medium itself, not the content it carries, should be the focus of study . He said that a medium affects the society in which it plays a role not only by the content delivered over the medium, but also by the characteristics of the medium itself . </P>

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