Q:  He’s been criticized for never having written the 
“big book.” Where do you think the best of his 
writings reside?

A:  About the concept of “the big book,” I think 
McLuhan might almost say that is a cultural 
assumption of the print era. St. Thomas Aquinas, 
did he write a big book? Well I suppose you can say 
the Summa Theologica  is a big book. But basically 
it wasn’t a book, it was just his lifetime of 
questioning and arguing. It may seem like a rather 
audacious example, but look at Christ. Christ was 
an aphorist, and in fact McLuhan was very 
interested in the fact that St. Thomas Aquinas