that "the medium is the message", the technological bias of a medium carries greater importance than the particular message it is delivering. McLuhan saw changes in the dominant medium of communication as the main determinant of major changes in society, culture, and the individual. This McLuhanesque logic, which rests at the center of the media ecology tradition, is often criticized for its media determinism. Seeing the biases of media technologies as the primary force for social and cultural change resembles the hard technological determinism of the embodied theory of technological bias.