extend ourselves into environments. He’s talking 
about the power that we simply abdicate when we 
amputate our own limbs off there into our media. 
But he is not terribly concerned with institutional 
power. He’s not terribly concerned with the kind of 
power whereby, for example, instead of a global 
village, one has a series of transnational 
corporations that attempt to stamp the global 
village with their own kinds of products and 
agendas. That I think is a fair criticism, not 
however a criticism that wipes McLuhan out, and 
the problem with his critics is that they usually go 
too far. McLuhan was dismissed by many as a 
technological determinist. When you read McLuhan