A politician who has a merely private face like Nixon 
is hopeless and helpless. He cannot put his audience 
on, he can’t act; he won’t play. If Nixon were to put 
on sideburns, or a Stetson, or any sort of 
costume—jack boots, jeans, anything—people 
would go wild with satisfaction and delight; “he’s 
playing with us, at last we’re getting somewhere 
near this guy.”

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