According to McLuhan what is most important when analysing media? Media ownership. Media form (technology). Textual meaning. The audience.

In Marshall McLuhan's perspective on media analysis, the most important factor is media form (technology). McLuhan famously asserted that "the medium is the message," suggesting that the characteristics of the media itself, rather than the content (textual meaning) or the audience's interpretation or engagement, profoundly shape how the message is perceived and understood.

His analysis emphasizes that different forms of media influence human experience and social organization in distinctive ways. For instance, the transition from print media to electronic media has transformed how we process information and interact with one another.

While media ownership and the audience's role are certainly significant, McLuhan's framework prioritizes the form of media as a critical determinant of understanding its impact on society. Thus, focusing on the technological aspects of media is key to grasping its broader implications in a cultural context.