Here, McLuhan insists that "the medium is the message" as "it is the medium that shapes and controls the scale and form of association and 'human action' (McLuhan, 1964, p.9). McLuhan's emphasis on the implications of media guides society to understand the depth of media and communication technologies that are invading our collective ways and patterns of behavior. Analyzing Marshall McLuhan's transcendent media concepts leads us to understand the social and cultural impacts they have on our society, whether we are aware of them or not.