| Marshall McLuhan (1911-1980) gained international fame for his studies of the impact of the mass media on human thinking and behaviour. In The Gutenberg Galaxy, he wrote that electronic interdependence had turned the world into a "global village." His other often quoted phrase is taken from another book, Understanding Media, where he states: "The medium is the message because it is the medium that shapes and controls the scale and form of human association and action." MG 31 D 156, vol. 73 |