'The extension of one sense replaces the other senses and alters the way we think, the way we see the world and ourselves, when these changes are made, men they change.' – Marshal McLuhan In the second half of the 20th century, the world began to change. As technology advances, almost every form of traditional media has been converted into an online experience. According to McLuhan, these types of changes would change humanity. This sea change is: the digital revolution, the progression that triggered the information age that expanded the media world as we know it. With these great technological advances, the power of the media can be said to have been handed over to the masses as more and more members of the public have taken to online to contribute their opinions to an online public sphere seemingly accessible to all – however as in control of the our media, right? After taking part in the digital detox and realizing how much media is passively absorbed, I was led to ask who is in control? And does our constant immersion in a media-filled world help humanity or limit it? With over three quarters of global advertising spending ending up in the pockets of 20 companies (McChesney, Robert 2001) it is easy to come to the conclusion that perhaps those same 20 companies are the ones in control, they are probably the companies that decide which programs you watch, what music we listen to and generally what media we are exposed to because, of course, most of these large companies are "global oligopolies" "dominating the field. Beyond these, McChesney narrows the field of companies, stating that the global media market it is mainly dominated by seven multinational conglomerates, such as Disney, News Corporation and Sony. T...... half of the article ......n taking into account the constraints imposed on us through capitalist regimes. Works Cited • Chomsky, Noam (1989). Necessary illusions: thought control in democratic societies. • McChesney, Robert (2001). Marshall McLuhan: Technology is an extension of man. [Video online]. 15 May 2011. Available from: https://www.youtube.com/watch?v=Mnhgr5RpJJU [Accessed: 01 May 2014]• UKIP. (2014). UKIP national billboard campaign. Available from: http://www.ukip.org/ukip_national_billboard_campaign [Accessed 5 May 2014]• Young, Kimberly, 2004. Internet addiction: a new clinical phenomenon and its consequences. American Behavioral Scientist, [online]. vol. 48 No. 4. Pg 402. Available at http://abs.sagepub.com/content/48/4/402.full.pdf+html [Accessed 05 May 2014]