that’s different. Or particularly from U of T. That’s 
not the problem. No, I’m talking more of who has 
any use for McLuhan? Over what period of time? 
And why do more people have use for him today? 
Well, I have a theory, the volcanic theory of art 
that actually may apply to McLuhan. There is 
something in the collective consciousness that 
maybe has a pattern, maybe has a law of 
operation, where the initial thrust of an idea or an 
invention of some sort gets a fair bit of attention 
and is instantly in the culture, only to slip into 
oblivion for a gestation period—it’s like the seeding 
of the culture, literally like a form of fertilization 
where the seed actually has to “die,” “transform,”