work? 

A:  I don’t think there is a new understanding of his 
message, I think people are just looking at it again 
and re-examining it. I don’t think there is a 
message, I think there are a lot of little different 
messages. There is no one grand theory of 
communication to be found in McLuhan. McLuhan 
didn’t think that way. He thought like a poet; he 
thought in terms of individual ideas and images. 
Global village is the classic example. You can see 
the globe and you can see people in a village. They 
are all sitting around in a village, around a 
campfire in one part of that image, and then there