McLuhan believed that to fully grasp the impact of a new technology, one must examine figure (medium) and ground (context) together, since neither is completely intelligible without the other. McLuhan argued that we must study media in their historical context, particularly in relation to those technologies which preceded them. The present environment, itself made up of the effects of previous technologies, gives rise to new technologies, which, in their turn, further affect society and individuals.
Furthermore, all technologies have embedded within them their own assumptions about time and space. The message which the medium conveys can only be understood if the medium and the environment in which the medium is used — and which, simultaneously, it effectively creates — are analyzed together. He believed that an examination of the figure-ground relationship can offer a critical commentary on culture and society.