pattern-watcher. His insights into the techno-
cultural transformation of the 20th century 
deserve to be called a theory of 
MEDIAMORPHOSIS—a term borrowed from Kurt 
Blaukopf’s (1989) study of the electronic mutation 
of music, and independently used by Roger Fidler 
(1991) to describe the electronic transformation of 
newspapers.

Mediamorphosis captures the central contribution 
of McLuhan’s theory of cultural transformation. 
He directed attention to the historical 
consequences of our dynamic relationships with 
changing media environments.