Stefan Vladutescu: Communication medium/media
By his books, “Gutenberg Galaxy” (1962) and “Understanding media” (1964), Canadian author Marshall McLuhan, brings significant contribution to clarify the status of communication medium. He starts from an idea, we should have said simple and common, if it has been definitive for contemporary vision on medium: same message can have different social and individual significations and effects according to communication medium that assure transmission. In “Understanding media”, M. McLuhan asserts about it, that is an interaction axiom by which is lighted the role of broadcasting techniques, “the medium is the message” (McLuhan M., 1964, p. 16).