or ground  of services and disservices which we 
have come to associate with the American way of 
life.

By not looking at the ground  around the 
automobile, you miss the message of the car. For 
it is the ground  of any technology that is the 
medium  that changes everybody, and it is the 
medium  that is the message of the technology, 
not the figure . 

. . . the figure  of the paper is really the key to the 
ground , but the ground  is not chosen for study, 
even though it is the ground  that creates the