process, people didn’t really understand what he 
was talking about. Now when I talk to students and 
I say something about disincarnate existence, 
they’ve spent the morning surfing on the Internet 
and they go, “Ho hum, so, yes, that’s obvious.” 
When I tell them that McLuhan was the author of 
that idea a long time ago they become very excited 
at the possibility of understanding someone who is 
in fact, who has something to say about the 
experiences that they’re having.

As for, let’s say, the retribalizing effects of 
electric process, what do you have? Well, people 
look at Yugoslavia and its breakup and say,