Marshall McLuhan (Understanding Media, 1964): 1. “The medium is the message.” • McLuhan suggests that the form of communication (e.g., television, social media) shapes society’s understanding of reality more profoundly than the content itself. 2. “The new electronic independence re-creates the world in the image of a global village, but it also brings the elimination of the private sphere.” • McLuhan warns that constant media connectivity erodes privacy and authentic human connection. `Concepts:` `Knowledge Base:`