Marshall McLuhan, a pretty cool guy from the past (1964), believed that electronic media extend our senses. What does this mean? Imagine radio as an extension of our ears, and TV as an extended vision - pretty cool, huh?

The highlight of his idea is: "The medium is the message". Now, don't rush, it's not about what songs are playing on the radio or what show is airing on TV, it's all about the platform itself, that's the radio or TV. McLuhan compares the content to a juicy steak used by a burglar to distract a watchdog. In our case, the "watchdog" is our mind, and we're being distracted from the real essence - the medium!

This idea has an interesting twist. Think about the favorite TV shows you watch - they are mostly loaded with Western values, right? Not just that, even the way they are delivered could be seen as injecting foreign culture into our own. It's like having a pizza loaded with a lot of exotic toppings, and suddenly you can't taste the original cheese and tomato anymore!