The Medium Is the Message Understanding Media:The Extensions of Man(1964); McLuhan says that the conventional pronouncements fail in studying media because they pay attention to and focus on the content,which blinds them to see its actual character,the psychic and social effects.Significantly,the electric light is usually not even regarded as a media because it has no content.Instead,McLuhan observes that any medium"amplifies or accelerates existing processes",introduces a"change of scale or pace or shape or pattern into human association,affairs,and action",resulting in 'psychic,and social consequences";this is the real "meaning or message"brought by a medium,a social and psychic message,and it depends solely on the medium itself, regardless of the 'content'emitted by it.This is basically the meaning of "the medium is the message".  Understanding Media: The Extensions of Man (1964);  McLuhan says that the conventional pronouncements fail in studying media because they pay attention to and focus on the content, which blinds them to see its actual character, the psychic and social effects. Significantly, the electric light is usually not even regarded as a media because it has no content. Instead, McLuhan observes that any medium "amplifies or accelerates existing processes", introduces a "change of scale or pace or shape or pattern into human association, affairs, and action", resulting in "psychic, and social consequences";this is the real "meaning or message" brought by a medium, a social and psychic message, and it depends solely on the medium itself, regardless of the 'content' emitted by it. This is basically the meaning of "the medium is the message". The Medium Is the Message