"The Medium is the Message" was a statement by Marshall McLuhan (appearing in  his widely known book, "Understanding Media: The Extensions of Man", published in 1964), meaning that the form of a message (print, visual, musical, etc.) determines the ways in which that message will be perceived. McLuhan argued that modern electronic communications (including radio, television, films and computers) would have far-reaching sociological, aesthetic and philosophical consequences, to the point of actually altering the ways in which we experience the world.