flip into if pushed too far. The actual therapies he was using on his cancer patients.

Forsdale: We have got to stop, Marshall, and ladies and gentlemen, I am putting over here three other examples of the tetrad: P.R.—public relations, Xerox, and high rise. I would suggest to you that what we have heard is a kind of exploration in how to think formally about things, structurally about things, without respect to content. That’s the major message which is in Marshall’s major message from the beginning.

Meaning & Content 

McLuhan: By the way, a basic phrase of mine is “the user is the content.” In all situations. You’re the content of your