Marshall McLuhan
Marshall McLuhan, a Philosopher from Canada, is known for his work in Media theory. One of his most famous works is "Understanding Media," where he introduced the concept of "The Medium is the message." McLuhan's ideas were influenced by anthropologists such as Edward Sapir and Levi-Strauss, who had already explored similar concepts. However, McLuhan's analysis goes beyond their work, providing a more complex historical and psychological perspective. In his book, McLuhan discusses the idea that Western society is undergoing a process of retribalization due to the vast technological advancements in communication. He also offers insights into the role of artists in society and characterizes modes of transportation like railways and airplanes as means of communication. This idea was first presented by Sapir in his 1933 paper on communication in the "Encyclopedia of Social Sciences" and McLuhan draws upon it as a precedent 50. Additionally, McLuhan distinguishes between "Hot" media and "Cool" media, a distinction he borrowed from Levi-Strauss's differentiation between Cold Society and Hot Society 51. For more information on McLuhan's work, you can visit Marshall McLuhan - Wikipedia. You can also refer to the image below for a visual representation of McLuhan's ideas https://gyazo.com/2c3cd370206eabb825153587f5119787.