James Joyce at the least opportunity, and 
displaying the kind of scholarly learning that had 
brought him to the point where he could apply 
these insights to what was going on in his own 
day. So, important to contextualize that beginning, 
as a consistent kind of circulating ambivalence.

My take on what happened is that at the end of 
the ’60s and in the early ’70s, what we see is a 
forging of a negative scholarly consensus. Now, 
what I mean by that is that as you trace back the 
writers on McLuhan, you see that there is a 
consensus that says this guy is a rogue scholar, 
this guy is somebody who must be