In the following keynote address given at Baylor University, author Paul Levinson discusses Canadian philosopher and academic Marshall McLuhan's seminal book, "Understanding Media: The Extensions of Man," which proposed that the media--not the content that they carry-- affects the society in which it plays a role and, thus, should be the focus of study. Levinson, a colleague of McLuhan's, lays out, how in the decades since its 1964 publication, McLuhan's study of media theory and the concept that "the medium is the message," still holds true.