Abstract
Explores the relative powers of communication media and their programs to influence human thought and action in differing cultural contexts. Compares the telecommunication theory of transporting information through channels logically with human communication processes that transform their users eco-logically. Considers how metaphors and languages determine what is thinkable and unthinkable. Suggests perceptual rather than conceptual approaches for discovering the material, mental, and social effects of any medium whatever.
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