The medium is the message
"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter[1] in his Understanding Media: The Extensions of Man, published in 1964.[2][3] McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. He showed that artifacts such as media affect any society by their characteristics, or content.[4]
For McLuhan's similarly named book, see The Medium Is the Massage.