Marshall McLuhan's name is associated with the assertion

Marshall McLuhan is associated with the assertion that the medium is the message.

He held that the carrier of content shapes perception as much as the content itself.

Reversing it to the message is the medium inverts his actual claim.

Saying the message determines the medium accurately again distorts his idea.

The bare phrase a message is a message says nothing of his medium-centred insight.

McLuhan also gave the concept of the global village.