technologies. He announced that in the 20th 
century the West had moved out of the Gutenberg 
Galaxy, dominated by the printing press, and into 
a new era in human history. He described this 
revolutionary shift as the unintended result of a 
process of “multiple transformations, which are 
the normal consequences of introducing new media 
into any society whatever.” (1962, p.279)

Professor McLuhan became a world celebrity 
armed with a Cambridge doctorate in English 
Literature, voracious appetite for juxtaposing 
insights from diverse sources, and fluency in puns 
and vivid rhetoric. He is remembered for his self-