The medium is the message

"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter in his Understanding Media: The Extensions of Man, published in 1964. McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. He showed that artifacts such as media affect any society by their characteristics, or content.

For McLuhan's similarly named book, see The Medium Is the Massage.
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