دور الوسائط المتعددة في تحقيق وظائف الأنترنت في العالم العربي

Abstract

Early communication theories focused on the message itself, neglecting the medium that carried it, assuming the medium to be neutral and ineffective in the communication process. This remained the case until the 1960s, when a new theory emerged, shifting the balance in favor of the medium over the message. This theory challenged the assumption of the medium's neutrality, advocating for its importance while disregarding the message it conveys. This theory was conceived by the Canadian scholar Marshall McLuhan and succinctly summarized in his famous phrase, "The medium is the message," thus revolutionizing the fields of media and communication.