School, or through semiotics, all of which to me is 
a big pile of manure that we have to just flush! We 
already had a North American shaman of media, 
and that was McLuhan. McLuhan has been 
absorbed into the minds of everyone of my 
generation.


Q:  That said, why did McLuhan seemingly fall out 
of sight for a decade or more? Why wasn’t he 
studied or more widely read?

A:  Why is he not read? My theory is this—that the 
people who are most affected by McLuhan did not