As coined in the writings of Marshall McLuhan, metamedia referred to new relationships between form and content in the development of new technologies and new media. McLuhan's concept described the totalizing effect of media. In the late 20th and early 21st centuries, the term was taken up by writers such as Douglas Rushkoff and Lev Manovich. Contemporary metamedia, such as at Stanford, has been expanded to describe, "a short circuit between the academy, the art studio and information science exploring media and their archaeological materiality." Metamedia utilizes new media and focuses on collaboration across traditional fields of study, melding everything from improvisational theatre and performance art, to agile, adaptive software development and smart mobs. While hypermedia was coined a year later in 1965 by a programmer to refer to file systems of multimedia, the term metamedia was coined in 1964, referring to the theoretical effects of mass media. McLuhan, like his teacher Harold Innis, an earlier theorist of communication theory, saw communication as central to social systems.

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