A: What about McLuhan as a person? He loved 
humor, he collected jokes from around the world, 
he loved to study their structures, and he 
constantly used that as a leavening agent, not 
only to keep the ratings up in his class, but also to 
keep people from taking themselves and most of 
their subject matters and their specialities too 
seriously. He hated specialists. And perhaps one of 
the things he would love the most about the ’90s 
and the time moving toward the 21st century, is 
that with our synergy among corporations and 
among media—where Bell Atlantic and many other 
groups are merging and the media are changing—
he would have loved this threat that it poses to