morphosis—which is a term I take from a couple of 
other people, a German ethno-musicologist, and an 
American who studies newspapers—it became clear 
that McLuhan was looking at this ceaseless 
process of transformation, not only how we are 
changed by our encounters with our extensions as 
environment, but also how media themselves 
change.


Q:  People often say McLuhan predicted the future, 
but he said he merely studied the present, which 
most people ignored.