the equipment. That’s part of the medium. And 
that is the message that, say, the camera or the 
light bulb holds. It’s at least in part that.

Well, content study never takes you in that 
direction, ever. But if you begin to examine what 
the man actually said, think about it, ponder them, 
and some of these will begin to open out and be 
quite fruitful. So we have a diehard bunch who 
refuse to, and a new crowd who don’t know what’s 
the wrong way to study these things. And I think 
they’re beginning to find a lot of interesting 
observations of what McLuhan had to offer and 
what he said.