be an audience. Violence on a colossal scale 
results from his feeling of impotence. The media 
tend to make everybody puny, while offering them 
to opportunity to be supermen. So there is a new 
desire to use the media to put on the colossal 
audience that today’s media provide.

Marshall McLuhan, “Technology and the Human 
Dimension,Ó Marshall McLuhan: The Man and His  
Message ,  (Golden, 1989), p. 21.