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In today's school, the gap of misunderstanding between teachers and students is widening. Teachers criticize students and students complain that school fails to involve them, for students school is no longer a major center of learning. This change was anticipated by McLuhan in his essay The Future of Education in 1967. He had hypothesized that the new media synonymous with the new technologies were changing the perception of young students from visual to auditory impacting their cognitive abilities and consequently, the ways they learn. This article is an attempt to document and analyze the present misunderstanding between teachers and young students with McLuhan´s media theory. The introductory chapters interpret the recent surveys quantifying the misunderstanding. They provide, among others, an experienced teachers’ comparison of the conduct of students at the beginning of their teaching career with the current generation of pupils with regard to their class behaviour, reading and writing skills, and general cognitive skills. The closing chapters examine the effects of the environment of social media that change the cognitive abilities and consequently the ways of learning of contemporary students. The involving instantaneous social interaction and its effects are considered on the background of teaching in the literacy-based contemporary school.