His work is viewed as one of the cornerstones of the study of media theory , as well as having practical applications in the advertising and television industries .
His work was a cornerstone of media studies , and had some practical applications in the advertising and television industries .
He is one of a small group of people to have been awarded more than one Nobel Prize and is one of only two people to receive them in different fields ( the other person was Marie Curie ) and the only person in that group to have been awarded each of his prizes without having to share it with another winner .