McLuhan, like his mentor Harold Innis, believed that media were biased according to time and space. He paid particular attention to what he called the sensorium, or the "effects" of media on our senses, positing that media affect us by manipulating the ratio of our senses. For example, the alphabet stresses the sense of sight, which in turn causes us to think in linear, objective terms. The medium of the alphabet thus has the effect of reshaping the way in which we, collectively and individually, perceive and understand our environment in what has been termed the Alphabet Effect.