quarrels and he was very detailed about it, a real 
erudite Greek or Roman scholar. Which you find in 
Eric McLuhan today. Eric has continued that and 
he is really brilliant on the issues of classical 
antiquity and the trivium. And that is McLuhan’s 
intellectual grounding, this churning of the history 
of the word and how it was applied in various 
fields. And I think that what happened to him is 
that he was fresh from English university with the 
high-level, elite kind of European approach to 
literature and criticism. Though he had been made 
aware of I.A. Richards and F.R. Leavis, who were the 
new critics, Richards more on the rhetoric side and 
Leavis more on textual analysis side. But basically,