Marshall McLuhan's famous phrase, "The Medium Is The Message," comes from an essay of the same name published in his 1964 book, Understanding Media: The Extensions Of Man. In the essay Mcluhan explains that as new technology is introduced into culture, that the form of the medium is more important that the content of the messsage and that the content of any medium is always another medium. This alone is what changes our consciousness, because it is "the medium that shapes and controls the scale and form of human association and action." A good example of this idea can be seen with the television. The tv is one of many mediums--extensions of man--that delivers information, however, the television itself has changed the daily reutine of individuals, and the way that society functions.