that he had arrived at a theory of communications 
as transformation to replace other theories of 
communications as transportation. So instead of 
something moving in a linear way from point ‘A’, 
like a package, to point ‘B’, McLuhan’s point was 
about environments and ecology. And his point 
was we can’t understand anything about social or 
cultural change, unless we know something about 
the way media work as environments. So what I 
could see, reading his work whole, not just little 
bits which is what’s commonly done, but reading 
his work whole, what became evident was that he 
had a theory of cultural transformation, and the 
other side of that was that this idea of media-