McLuhan states that, in order to study media effectively, one must study not only content but also the whole cultural environment in which media thrives. He argues that using a detached view allows the individual to observe the phenomenon of the whole as it operates within the environment. The effects of media - speech, writing, printing, photograph, radio or television – should be studied within the social and cultural spheres impacted by this technology. McLuhan argues that all media, regardless of content, acts on the senses and reshapes sensory balance, further reshaping the society that created it. This differs from the viewpoints of scholars such as Neil Postman, who argue that society should take a moral view of new media whether good or bad. McLuhan further notes that media introduced in the past brought gradual changes, which allowed people and society some time to adjust.