“The medium is the message” is the famous catch phrase of the Canadian Communication theorist, Marshall McCluhan, and the title of the first chapter in his 1964 book Understanding Media: The Extensions of Man. He contended that how a message is delivered strongly affects its impact and therefore transmission should be the main focus of attention.
Two channels of delivery are of paramount importance: clothes and occasion. Their interplay is the subject of Caroline Weber’s award-winning book, Queen of Fashion. What Marie Antoinette Wore to the Revolution, which scrutinizes the politics of public image and costume.
