together on From Cliché to Archetype —he said 
basically you are the content of any medium you 
are using. The user is the content. So when you get 
into From Cliché to Archetype , what you are doing 
is playing your experience and knowledge against 
the new combinations of thoughts that arise from 
these new bits and pieces. You are the bond of the 
thoughts, you the reader. The substance is 
provided by the reader. That method left a lot of 
academics uncomfortable, very uncomfortable, 
because that’s not an academic method, it’s like 
poetry. Marshall—he was very fond of Dada, of 
absurdism, fond of the interplay of things that 
were not meant to be connected at first. He was