As his popularity as a media scholar rose, McLuhan began being brought in to give talks to top executives at major corporations. Michael’s College, and was a noted lecturer at multiple other academic institutions. McLuhan has published a number of books most notably The Gutenberg Galaxy, Understanding Media: Extensions of Man, and ' The Medium is the Massage: An Inventory of Effects. He studied at University of Manitoba and Cambridge. Marshall McLuhan was born in Edmonton, Canada in 1911. A cartoon would be a cool medium, because it requires the viewer to supplement the rough sketch with their own perception and information.

McLuhan clarified and expanded upon his text, including 'the medium is the message' in a lengthy 1969 ''Playboy'' article : “A ‘hot’ medium excludes and a ‘cool’ medium includes.” A photograph would be an example of a hot medium, because it provides a high definition description of what it is conveying. Advancements in technology of communication, he states, are the driving force behind societal change - not what is being communicated. For example, the landmark advancement of the creation of written word is not defined by the words written, but how the technology changed the cultures it was introduced into. The actual content of a piece of technology is not what proves what it means, but the technology is defined by the way it interacts with society as a whole. Throughout his source text, McLuhan states that the message of the medium is the “change of scale or pace or pattern that it introduces into human affairs”.

For example, in the book Understanding Media: Extensions of Man, he relates the concept to electric light, calling it “pure information”. McLuhan applies the statement to a number of technologies, mediums, and social and historical contexts. Though expanded upon throughout the book, the phrase “the medium is the message” means that content and medium are intertwined, so the central message or effect of something is not in the content it carries, but in the way it is presented.

Mcluhan 1964