Abstract
In his work, McLuhan studied the link between the content and the medium in the communication process. He played a capital role in the elaboration of modern communications studies by asserting that "The Medium is the message" (Understanding Media: The extensions of man, 1964). Indeed, as opposed to the commonly accepted theory that the content of a message is more important than its form, McLuhan stressed that communication media have themselves an influence on people. He, thus, introduced a new technological determinism: the media.
