A:  I don’t know. I’m sure McLuhan is coming back 
into fashion. I don’t think it’s because he is 
understood any better, but because the attention 
that he gave to certain objects is the same that we 
are giving to those objects today. McLuhan is 
bringing into focus areas of concern that have 
become not only pertinent, but urgent. And who 
else talked about this? McLuhan. So for lack of a 
better one we take McLuhan back. But it’s not 
because people are understanding him. The number 
of people who understand McLuhan hasn’t 
changed. Certainly not among the McLuhanites. 
Frankly, I think McLuhan is still difficult to 
understand. Understanding McLuhan is not a given.