Marshall McLuhan

"The medium is the message." - a statement by Marshal McLuhan implying that the way the specific channel of communication determines its importance; That the impact of a particular message is affected by the medium it is sent through.  Take into consideration the Kennedy/Nixon debate we've talked about in class.  While television viewers deemed Kennedy the winner, radio listener's argued that Nixon had won the debate.  Different mediums provide different versions of certain scenarios leaving the audience to interpret specific messages much differently.