Marshall McLuhan is the most widely read literary theorist and is best known for his claim "the medium is the message".
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Other scholars with work relevant to "medium theory" include Marshall McLuhan (1963, 1966, 1988) and Neil Postman (1985).
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Although McLuhan strongly believes that the introduction to any new media will change the way we live, Williams argue that the new technology in itself has no real significance to social value unless it has been adapted to existing social and economic conditions.
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