Marshall McLuhan shifted the foundations of media theory in Canada and around the world. He made his mark while a professor of English at the University of Toronto, with theories of how mass media affect thought and behaviour by showing how our perception of reality is dependent on how information is structured. McLuhan coined phrases such as “the medium is the message” to indicate form and structure has a direct correlation to the kinds of meanings media communicate to us.
McLuhan’s work was prescient. His descriptions of the effects of the coming Internet age included predictions of “discarnate experiences,” or a sense of disembodiment, resulting from virtual relationships.