Technological determinism, attributed to Marshall McLuhan, frames questions around technology in terms on what effect technology has on culture. Marshall McLuhan when discussing media determinism states that the medium is the message. The personal and social consequences of any medium result from the new scale that is introduced into our affairs by each extension of ourselves or by new technology. The medium of conveying the information is bigger that the information, the information results as a consequence of the medium. He goes further to state that it is not the media but what one does with it that makes it important, makes it have consequences. (McLuhan)