The idea that media is more than a way to transmit messages but in fact is the key to its own social impact is called ______.

Question

Quizplus · Accepted Answer

Medium theory focuses on the medium itself as the primary source of social and cultural change, rather than the content it carries. It suggests that the characteristics of each medium affect how messages are perceived and therefore have significant social impact.

The Idea That Media Is More Than a Way to Transmit