word in those two lines of poetry. 

Now, I think I remember this because people always 
wondered what McLuhan—who was this great, 
sort of guru of the electronic age and a theorist 
about television—was doing as an English 
professor. Basically, McLuhan started out as an 
English professor, being very impressed with the 
New Criticism and the kind of analysis of language 
and poetry that was characteristic of the new 
criticism and when he came to study media, media 
of communications and even really anything, 
whether from clothes to automobiles, he was 
trying to apply the same analysis to technology