'The medium is the message" — with that famous 1964 phrase, communication theorist Marshall McLuhan emphasized that societies are influenced just as much by a medium as the content it carries. Three years later, McLuhan and graphic designer Quentin Fiore teamed up to create the book "The Medium is the Massage: An Inventory of Effects." The book soon developed a cult following with its experimental superimposition of visual elements and text, which gives graphic expression to McLuhan's difficult theories. The word "massage" in the title — a play on his famous phrase — was used to denote the so-called massaging of media on the human sensorium.