Marshall McLuhan, the famous mid-century theorist and philosopher, was perhaps the first person to realize that modes of communication hold more influential sway over a population than the messages they transmit. In the first chapter of his 1964 book, Understanding Media: The Extensions of Man, he examines this phenomenon through a technological lens and sketches out a reality in which mediums dictate the content that we produce. And now is probably a good time to reveal that the title of that first chapter is The Medium is the Message.