Who among the following coined the dictum, "the medium is the message"?​

Correct option is C

Explanation:
Marshall McLuhan, a renowned media theorist, coined the famous phrase "the medium is the message" in his book Understanding Media: The Extensions of Man (1964).
The phrase signifies that the characteristics of the medium (e.g., television, radio, print) influence how the message is perceived and interpreted.
McLuhan emphasized that the medium shapes and controls human association and action, often more significantly than the content it conveys.

Information Booster:
Marshall McLuhan (1911–1980):
A key figure in media studies and communication theory.
Introduced the concept of the Global Village, highlighting how media connects the world.
Key Insights from McLuhan:
Media affects culture and society in profound ways.
Media transforms sensory perceptions and shapes societal behavior.

McLuhan’s theories are central to understanding media ecology, which examines how media environments influence human behavior and thought.
The phrase "the medium is the message" remains a cornerstone in understanding the power and impact of media in shaping perceptions.

Additional Knowledge:
Raymond Williams: Focused on cultural materialism and media studies (Culture and Society).
Erving Goffman: Known for The Presentation of Self in Everyday Life, which explored interactionism.
John Fiske: Focused on semiotics and media studies (Understanding Popular Culture).