Marshall McLuhan, canadian philosopher and communication theorist asserted, through his infamous quote, “the medium is the message,” that the nature of the medium by which a person experiences content has more of a lasting effect on that person than the content itself. For example, he claimed that the advent of the printing press caused Western culture to become a print and text-based culture, which thereby accentuated the importance placed in the West on visual stimulation and learning, regardless of the nature of the content actually being conveyed in the text.
In his theories about how humans react to theire surroundings he furthermore claims that;
"Environments are not passive wrappings, but are rather, active processes wich are invisible."
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