What is medium theory?

Media theory is a set of differences in meaning that are used to convey messages that need to be conveyed on different platforms. The central assumption is that the media we consider are not just channels through which communication occurs, but a variety of Settings or environments in which communication occurs, but in which the meaning of the message may be altered and shifted.

Herbert Marshall McLuhan

In his book" Understanding Media", he put forward the concept of "media is message". He believes that media is an extension of the human body and is the most powerful force leading to social change, and media can be distinguished as "cold" and "hot". He emphasised that the way in which information is obtained is more important and influential than the content itself. Before he mentioned this concept , people regarded media as a means of carrying information, and the media could not change the content of information. He pointed out that the influence of media can cause changes in the scale and pattern of human things, and shape the combination and form of people. This concept has shaped the contemporary perception of media.