"Medium theory" is the name assigned to a variety of approaches used to examine how the means of expression of human communication impact the meaning(s) of human communication(s). Scholars associated with medium theory are Marshall McLuhan (1963, 1966, 1988), Meyrowitz (1985), and Postman (1985). Currently, medium theory occupies a marginal position within U.S. communication and media studies (Croteau & Hoynes, 2003:305). The majority of U.S. communication and media studies place their emphasis on the content of communications not the medium of communication. In Canada and elsewhere, the theory continues to inform studies that assess large-scale social changes that follow the adoption of a new medium.