The purpose of this essay is to examine the relevance of Marshall McLuhan´s theories on media in a contemporary context. Central to McLuhan´s thought was the concept that technology is an extension of the human mind. Accordingly major shifts in technology indicate equally major shifts in the manner in which human beings structure and understand reality. This thesis examines such concepts with the aim of affirming that McLuhan´s ideas are not only relevant but offer important insights into the changes brought upon by digital technology and media. I also discuss how later generations of media scholars have further developed the theories of McLuhan specifically Meyrowitz, Postman and Castells. By way of such discussions I conclude that McLuhan provides an important reference point for continuing research on the impact of media and technology on the human condition.