This famous and catchy phrase is known from a seminal book called Understanding Media by Marshall McLuhan published in 1967. It is a seminal and revolutionary work that introduced a new look on media and society. The essential thesis of McLuhan is that every medium (a channel that get a message across) holds a separate value to the message and should be carefully observed and understood because each new medium significantly affects the society in a new way (McLuhan, 1964). This thesis is important in understanding women’s text-based practice because it supports the idea that the medium (in this case the aesthetic) holds a certain value in the signification process and that it creates an impact on the audience. The chosen mediums of women artists have a role in reclaiming voice and hold a value that needs to be researched.
