It means knowing that rock’s related to the English 
language and that you cannot sing rock in French 
or German or Russian. Now why? This is a process. 
The English language is itself a huge world 
environment now, from which you can extract the 
sounds and rhythms of blues and rock. You cannot 
get those sounds, or those rhythms out of any 
other language in the world.

Marshall McLuhan with A.F. Knowles , York University 
Instructional Technology Centre, 1971.