According to paragraph 3, the phrase ‘the medium is the message’McLuhan’s views regarding communication media crystallised in his 1964 book Understanding Media: The Extensions of Man. This work is often reduced to the commonly quoted phrase ‘the medium is the message’, yet ironically, this is one of the most misunderstood phrases of the twentieth century. Many people believe that ‘the medium’ refers to the mass media, whether it be television, radio or the Internet, and that ‘the message’ means the content or information carried by the mass media. When people put these two ideas together, they mistakenly jump to the conclusion that ‘the medium is the message’ means that the medium is much more important than the content it carries, or that McLuhan meant that content was inconsequential. McLuhan’s point is both more subtle and more interesting.(2 Points)A - was not invented by McLuhan.B - is both widely used and misjudged.C - states that content is not important.D - was a criticism of the mass media.

McLuhan’s analysis of the media may be summed up in the phrase __________.A.“Transmission requires permission.”B.“The medium is the message.”C.“Only media knows where media goes.”D.“They call it a ‘medium’ because it is rarely well done.”

The claim made by Marshall McLuhan is that __________.A.“media is simply a process that has nothing to do with the information they transmit”B.“there can be no objective truth”C.“the medium is the message” because inevitably it shapes what it transmitsD.“media is always in the middle”

In paragraph 6, it is stated that...Similarly, for McLuhan, just as a hammer can be seen as an extension of our arms, the ‘medium’ – language or television for example – can be regarded as an extension of our senses, but with an important difference. Whereas senses bring information to us, media extend outward from us, affecting other people and the world around us. Consequently, ‘the medium is the message’, as McLuhan saw it, means that we can understand something we create (the medium) by looking at the changes it causes (the message.)(2 Points)A - change is more important than what caused it.B - media make us powerful, but limit our senses.C - the message can cause the medium to change.D - examining change helps us know our creations.

Complete the sentence.The maxim ‘the medium is the message’ refers to the idea that:Group of answer choicesthe medium through which information is communicated is more important to consider than its content.the content of a media text conveys important ideological messages that we need to consider when conducting textual analysis.it is likely that everyone will understand the intended message behind the medium.cultural relativism is more useful than technological determinism when understanding the impact of the media on our behaviours.

What is suggested about Marshall McLuhan’s theories in the first paragraph?In the twentieth century, television and radio became the dominant media through which people consumed information and entertainment. How did these new media affect society? How did they influence the future of communication? One of the most influential figures with respect to these questions was the Canadian philosopher of communication Marshall McLuhan (1911–1980). More than just an academic thinker and writer, McLuhan was an example of a new phenomenon – the public intellectual. Not always without controversy, McLuhan often appeared on television and radio, the very media that he sought to understand and explain through his theories.(2 Points)A - They were widely criticised by other academics.B - They resulted from his experience in broadcasting.C - They helped make McLuhan a household name.D - They are no longer generally accepted by scholars.