 Both McLuhan and Innis assume the centrality of communication technology ; where they differ is in the principal kinds of effects they see deriving from this technology . Whereas Innis sees communication technology principally affecting social organization and culture , McLuhan sees its principal effect on sensory organization and thought . McLuhan has much to say about perception and thought but little to say about institutions ; Innis says much about institutions and little about perception and thought . 
 Both McLuhan and Innis assume the centrality of communication technology ; where they differ is in the principal kinds of effects they see deriving from this technology . Whereas Innis <a href='uninflect' title='1'><mark>sees</mark></a> communication technology principally affecting social organization and culture , McLuhan <a href='uninflect' title='2'><mark>sees</mark></a> its principal effect on sensory organization and thought . McLuhan <a href='got' title='3'><mark>has</mark></a> much to say about perception and thought but little to say about institutions ; Innis <a href='uninflect' title='4'><mark>says</mark></a> much about institutions and little about perception and thought . 
Both McLuhan and Innis assume the centrality of communication technology ; where they differ is in the principal kinds of effects they see deriving from dis technology . Whereas Innis see communication technology principally affecting social organization and culture , McLuhan see its principal effect on sensory organization and thought . McLuhan got much to say bou perception and thought but little to say about institutions ; Innis say much about institutions and little about perception and thought .