Marshall McLuhan was a world renown Canadian scholar until his death in 1980. McLuhan was most notorious for his involvement in discourse concerning media and its role in society. He coined the popular phrase "the medium is the message." McLuhan published many works including Understanding Media and The Medium is the Massage: An Inventory of Effects as well as commonly granting interviews. One of the pillars of McLuhan's theoretical findings was his tetrad of media effects which provided a framework for analyzing the effects on society of any given medium.
McLuhan's theories are still hot topics of debate today. He lives on in popular culture as a quasi-cult figure through his film cameos and influential texts.