rationalism with a single technology.” (1964, p.15)

McLuhan argued that new electronic media would 
give birth to new forms of rationality, and 
consciousness, but warned that in the rearview 
mirror of print-based rationality, these new forms 
would appear menacing and irrational. McLuhan’s 
enduring relevance is as a catalyst inspiring his 
successors to tease out the profound 
consequences of mediamorphosis.

“By putting our physical bodies inside our 
extended nervous systems, by means of electric 
media, we set up a dynamic by which all previous