that we would all achieve this pentacost of 
consciousness.

What happens with his critics is they make two 
mistakes with McLuhan. On the one side, they only 
read select passages, and they don’t put it in the 
context of his larger work, which in my view we 
have an obligation to do now. Many of them 
stopped reading him in the ’60s but he did in fact 
continue developing his ideas long after that, in 
fact for a whole decade until he died in the 1980s. 
But the other thing is, McLuhan’s a difficult read in 
a sense because he uses satire, he called his 
method Manipian satire. He had several techniques