McLuhan said way back in the ’70s. He said, “a 
politician’s image is going to be much more 
important than the politician himself.” This was 
way before Reagan, way before Clinton—but now 
we’ve seen that. Reagan was leading a living a 
demonstration of that, so it’s become inescapable.


Q:  Is there anything in McLuhan’s writing that has 
stayed with you over the years?

A:  I think his point, “Don’t try to substitute 
moralistic judgment or moral statements for 
understanding,” has made a big impact on me