A world defined by oral traditions is more social, unstructured, and multisensory a world defined by the written word is more individualistic, disciplined, and hypervisual. This idea that the media technologies we rely on reshape us on a fundamental, cognitive level sits at the center of Nicholas Carr’s 2010 book The Shallows: What the Internet Is Doing to Our Brains. In it he writes, “In the long run, a medium’s content matters less than the medium itself in influencing how we think and act.” Or, put more simply: “Media work their magic, or their mischief, on the nervous system itself.”
In 1964, the Canadian philosopher Marshall McLuhan published his opus Understanding Media: The Extensions of Man.
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