sentences:  By claiming that the "medium is the message", McLuhan means that "the personal and social consequences of any medium—that is, of any extension of ourselves—result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology" (p. 7).For McLuhan, the introduction of any new form of media into a given culture radically alters the way that members of that culture mediate between the material world and the given values available to them.Thus, the shift into print technology radically altered the way that all later media would be both formed and operated