is best known for his phrase "the medium is the message," by which he meant that each medium is a unique type of environment whose widespread use reshapes people and culture. McLuhan's central argument was that every medium, through the way it appeals to human senses, shapes the experience of its audience differently, as every medium has a different set of devices that leads to the message being processed differently. This means that the medium does not only determine what the audience knows, but also how the audience thinks about it. On a simpler level, McLuhan explains how different media shape the audience's experience differently by creating two subgroups of media: hot media and cold media. McLuhan also argues that the combination of human senses used to receive a message is a key element that makes one medium different from the others. This argument is connected to the idea of what McLuhan calls the "amputation" of senses. When a specific one of the five senses is cut off, then the other senses become more sharpened, which leads to a different kind of enhanced sensory experience that is granted to the audience by the medium in question. These "ratios" of sensory involvement are what make every medium unique and are the reason for McLuhan's perception that the medium is more important than the content of the message. McLuhan believed that people should observe not only the media itself but "the ways in which each new medium disrupts tradition and reshapes social life." He believed that the social impact of the media was that they became an extension of the human senses, and alter the social world. In his 1962 book The Gutenberg Galaxy, McLuhan argued that when new media technologies were introduced into society, the balance of human senses were reworked, highlighting some at the expense of others. For example, print media intensified the visual and separated it from other senses; in a particular sound. He even argued that print media helped create a sensory environment that produced Western capitalist societies—an environment that was bureaucratic and organized around mass production, an ideology of individualism, and a commitment to the nation-state as the fundamental social unit. Postman's views on sensationalism American media theorist Neil Postman brought a new view to issues revolving around medium theory. Postman observed the evolution of media, especially television, and argued that it could be problematic to society