spontaneous.


Q:  As a person who has been involved with print, 
radio, and television, what was for you McLuhan’s 
most profound insight? What has influenced you? 
What have you retained?

A:  The most profound insight that McLuhan 
forced us to grapple with was his insight on 
structure and its effect on content, which is in the 
term “the medium is the message.” In other words, 
if you’re putting out a daily newspaper and you 
think you’re saying certain things, you think