In the following keynote address given at Saint Francis College, author Paul Levinson discusses Canadian philosopher and academic Marshall McLuhan's concept of "The Medium is the Message" from his seminal book, Understanding Media: The Extensions of Man. "The Medium is the Message" proposed that the media—not the content that they carry—affects the society in which it plays a role and, thus, should be the primary focus of study. Levinson, a colleague of McLuhan's, discusses how McLuhan's ideas still hold true in today's environment of social media, digital publication, and proliferation of mass communication methods.