trying to force himself not to get into the 
premature moralizing, not to get into the 
sermonizing that seems to be such a popular 
fixture of media studies. That includes many of 
those who are very much indebted to McLuhan, 
such as Neil Postman. What we instead have is 
McLuhan’s relentless attempt, which he didn’t 
always succeed at, “What’s going on?”, not “Is it 
good or is it bad?” Now, one of the chief criticisms 
that was raised against McLuhan was that he did 
not have a set of moral perspectives on this 
phenomena. In effect, he comes across as a kind of 
amoral, celebrator of these changes, which, of 
course, any right thinking person knows are really