Editing Media of Canada (section)

=== The Electronic Age and Marshall McLuhan ===
In ''The Gutenberg Galaxy'', [[Marshall McLuhan]] writes that:

<blockquote>''if a new technology extends one or more of our senses outside us into the social world, then new ratios among all of our senses will occur in that particular culture. It is comparable to what happens when a new note is added to a melody. And when the sense ratios alter in any culture then what had appeared lucid before may suddenly become opaque, and what had been vague or opaque will become translucent.''</blockquote>

He gives great importance to the introduction of electronic media into the realm of people's everyday lives. According to McLuhan, the introduction of electronic media was one of the main media revolutions.<ref>McLuhan, Marshall. (1962). ''The Gutenberg Galaxy''. University of Toronto Press. p.41.</ref> He claims that technology evoked an emotional response from audiences although it technically had no moral bias. Technology in the electronic age shapes an individual's (as well as a society's) self-realization. In other words, McLuhan writes about three major revolutions in his various works and gives great importance to the electronic one. Electronic mass media clearly have a large impact on Canadian society and affect audiences in a variety of ways.