academics in media studies include
All media work us over completely. They are so pervasive in their personal, political, economic, aesthetic, psychological, moral, ethical, and social consequences that they leave no part of us untouched, unaffected, unaltered. The medium is the massage. Any understanding of social and cultural change is impossible without a knowledge of the way media work as environments.
All media are extensions of some human faculty-- psychic or physical. The wheel is an extension of the foot, the book is an extension of the eye, clothing, an extension of the skin, electric circuitry, an extension of the central nervous system.
Media, by altering the environment, evoke in us unique ratios of sense perceptions. The extension of any one sense alters the way we think and act--the way we perceive the world. When these ratios change, men change.