something here, we don’t know everything about 
what that shift means, but there’s some kind of 
shift that appears to go on. Then the other one 
that he devoted The Gutenberg Galaxy  to—the 
shift from a residual oral culture in the middle 
ages, and manuscripts, handwritten manuscripts, 
into the printing press. And that development, the 
force of the printing press as a technology, the 
way in which it affected culture, again you had 
studies including Elizabeth Eisenstein’s magnificent, 
“the printing press is an agent of change.” You 
had detailed studies effectively confirming that 
insight of the master historical pattern. Not in all 
particulars. But then McLuhan, if you accept this