called “The Heat and the Light of Marshall 
McLuhan: A Reappraisal for the 1990s.” And what I 
do is I look at his work in what I call four frame 
zones. Because McLuhan often seems so 
paradoxical and because his influence exists on a 
number of levels, I decided the only way to make 
sense of him was to approach him from four quite 
different directions, and then put the thing 
together again. Not like Humpty Dumpty, but put it 
together again. So, in doing this, what I look at is 
his core contribution first. And what I discovered 
there which I think is helpful for anybody who is 
rereading McLuhan, is that he is best read on his 
own terms. And what he said about his work was