The paper presents the methodological approach of Marshall McLuhan to media research, known as the medium theory. The author initially presents the key concepts of the medium theory, including the tetrad of media effects as a tool for anticipating the cultural implications of technology, and proposes the hypothesis that McLuhan understood media as primarily epistemological interfaces. McLuhan’s methodological approach is then placed into a theoretical context, especially in comparison to other similar approaches (Benjamin, Flusser, Haraway). The last part of the paper presents the authors, building on McLuhan’s theory (Toronto School of Communication, Manovich), and the relevance of his research today.
