# Understanding Media: The Extensiosn of Man ## Chapter 1: The Medium is the Message tags: #literature "personal and social conesequences of any medium---that is, of any extension of ourselves---result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology" "the psychic and social consequences of the designs or patterns as they amplify or accelerate existign processes" ""message" of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs" "it is the medium that shapes and controls the scale and form of human association and action" "it is only too typical that the "content" of any medium blinds us to the character of the medium" Citations McLuhan, M. (1964). _Understanding media: The extensions of man_. New York: McGraw-Hill.