his life, he turned to the study of communication. Of his communication study, he categorized media into two biases- "time-binding media and space-binding media" Time-binding media usually apply to oral and manuscript communications which have limited distribution potential and space-binding media usually concern with control and expansion, especially apply to print and electronic media. He also claimed that "oral communication tends to maintain cultural practices while written communication favours the establishment and maintenance of empires."
             Marshall McLuhan (1911-1980) was the director of the Center for Culture and Technology at the University of Toronto. He basically extended Innis' ideas on media communication to apply to modern period. He stated that "the message is greatly impacted by the delivery system." It is not important on what message that is transmitted, instead it is important on how we choose to deliver it. He first began by saying the print media was the indication of the industrial revolution and drove individual toward privatization because people read alone. Then he moved on to the study on electronic media. He saw it as "a return to collective ways of perceiving the world." What he meant by that was electronic media created instant communications from any two points on the globe. As a result, the electronic media recreated the world into a "global village".
             In combination of both Innis and McLuhan's theory in communication, they both argued that the dominant means of communication shapes a society. McLuhan even said, "We shape[d] our tools; thereafter our tools shape[d] us." This simply means that the social possibilities and the perceptual of a medium of interaction have massive influence to human experience and communications structures, even though we were the one who invented media (tools). Since the modern interactio...