The Medium is the Massage by Marshall McLuhan and Quentin Fiore highlights how technological change

fundamentally alters human perception, relationships, and institutions. McLuhan argues that media are not passive tools but active environments that shape how people think and experience the world; for example, the transition from the print age to the electronic age marks a shift from

individuality, linear reasoning, and visual dominance to collective involvement and simultaneous communication. I found his analysis interesting because it reveals how deeply technology transforms cultural values and social organization,

often before we are fully aware of it. His emphasis on adaptability and discovery suggests that understanding media is essential to navigating the complex, interconnected world shaped by modern technology. Media is the modern transmitter of every possible idea; in other words: the medium is the massage.