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...medium, most especially electronic technology, as an extension of human faculty, particularly those of sight and sound. He believed that the media would progress as a significant extension of man’s own capacity for intellectual and technological development, and as a result, extended technologies would inherently become a part of every aspect of daily life. Though these predictions have come true, even McLuhan himself could not have predicted the breadth of expansion of technology and the mass media in the current era.
When McLuhan first began to theorize about the impacts of the mass media in 1964, he had know way of predicting the level at which the mass media and mass consumerism would take over the Western way of life (Gordon, 2004). McLuhan did not simply relate the concept of media to the way in which we experience news through the press, but instead identified it as a any method of expanding body or mind: "clothing is an extension of...