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McLuhan’s famous principle that the medium itself, not just the content it carries, shapes and controls the scale and form of human association and action.

The book title itself is a play on words: The Medium is the Massage (a twist on Message)—suggesting that the media "massage" and manipulate our perceptions and identities.

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Marshall was born on July 21, 1911, he was a Canadian philosopher and professor.

Marshall started as an engineering student, but in the end he studied for a Bachelor of Arts degree (1933).

After that he wanted to study literature and philosophy but as soon as he realized how technological changes reshaped peoples thinking he shifted his focus onto it.

Unable to work in Canada he moved to the U.S in 1936 (before converting into a catholic), in the university in which he gave English classes he met his wife (Corinne Lewis) and a figure who will influence him called Walter J.

In conclusion, he lived in a context in which a lot of technological and cultural changes were being made. Moreover, some of his most famous works were made during this time of technological changes, one of them known as The Gutenberg Galaxy and Understanding Media which introduced new and interesting concepts like “the medium is the message” or “the global village.”

His ideas and theories evolved through his life as new media surged, like the radio, television and network.

Finally, despite having survived a brain tumor, he died of a stroke in 1980. His work has been very revolutionary in media studies, technology and culture.

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Autor desconocido. (s. f.). Marshall McLuhan. En Wikipedia. Recuperado el 21 de octubre de 2025, de https://en.wikipedia.org/wiki/Marshall_McLuhan

Berardi, F. (2022). El medio es el mensaje y redes sociales: Cómo los conceptos de Marshall McLuhan se aplican a las plataformas digitales de intercambio social entre usuarios. Comunicación y Hombre, 18, 72–80. https://doi.org/10.32466/eufv-cyh.2022.18.720.72-80

Gilligan, M. (2019, septiembre 22). Key Concepts of Marshall McLuhan. Medium. https://medium.com/@mgilly97/key-concepts-of-marshall-mcluhan-107dfd20a9de

McLuhan, M., & Leonard, G. B. (2016, March 24). The future of education: The class of 1989 by Marshall McLuhan & George B. Leonard (1967). McLuhan Galaxy. https://mcluhangalaxy.wordpress.com/2016/03/24/the-future-of-education-the-class-of-1989-by-marshall-mcluhan-george-b-leonard-1967/

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Core Principle: Education = Comunication

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Core Principle: Education = Comunication

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Education must evolve at the same pace as communication.

Changes in communicational environments (mainly technological) demand educational adaptation.

Relevance and efficiency of education depend on this adaptation.

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School as a Limiting Institution

Learning occurs faster outside school than within it.

School transforms natural curiosity into tedious routine.

Institutional learning suppresses spontaneous desire to learn.

Example: Children learn language more effectively through interaction than formal grammar lessons.

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Linking Communication and Education

New teaching model: use of technology (computers, television, etc.).

Technological tools become the medium for meaningful learning.

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Medium for Cognitive Freedom

Enables access to global factual knowledge.

Frees the mind from memorization; promotes imaginative and integrative thinking.

Encourages diversity and individuality.

Centralized systems can:

Track progress in real time.

Remove fixed schedules, classrooms, and bureaucracy.

Let teachers focus on guiding authentic learning experiences.

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McLuhan argues that media technology reshapes how we see ourselves and how we form our identities.

Traditional ideas of private, isolated thought are replaced by instantaneous, shared experiences through electronic media like TV, radio, and eventually the internet.

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Perhaps McLuhan’s most famous concept, the "global village" describes how electronic media collapse space and time, allowing people across the world to experience events simultaneously.

This interconnectedness leads to a sense of shared global awareness and participation, changing how we perceive culture, politics, and social systems.

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McLuhan sees communication technologies as actively reshaping society, not just passively delivering information.

We become the “unwitting workforce of social change,” altered by the media environments we live in.

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Interactive and Creative Use

Should engage students, not replicate one-way lectures.

Opens exploration of:

Micro and macro perspectives (microscopic and cosmic worlds).

Artistic expression and global communication.

Aims for communication and participation, not imitation.

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From Passive Student to Active Explorer

Learning as discovery and creation, not test preparation.

Students become researchers and innovators.

Educators must adopt flexible, future-oriented methods.

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Intrinsic Drive

Motivation arises from the joy of exploration and creativity.

Learning paths become individualized and self-directed.

Each student grows as a unique, irreplaceable individual—opposite to standardized mass education.