Medium theory

Medium theory is the name assigned to a variety of approaches used to examine how the means of expression of human communication impact the meaning(s) of human communication(s).

Joshua Meyrowitz originated the term in his 1985 book, No Sense of Place. Other scholars with work relevant to medium theory include Marshall McLuhan (1963, 1966, 1988) and Neil Postman (1985). Currently, medium theory occupies a marginal position within U.S. communication and media studies (Croteau & Hoynes, 2003:305). The majority of U.S. communication and media studies place their emphasis on the content of communication (e.g., sex and violence) not the medium of communications. In Canada and elsewhere, the theory continues to inform studies that assess large-scale social changes that follow the adoption of a new medium. German media theory operates along similar lines and is influenced by McLuhan, though it occupies a more central location in German academia.