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05262_Field_OMLJ T11.txt
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1996-04-10
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In retrospect, McLuhan’s enduring influence proves
that the academy cannot hope to maintain a
monopoly on understanding media. As he observed
in 1951, pervasive commercial media are powerful
educators, which conventional teachers ignore at
the risk of irrelevance.
“Whether there ever will be TV in every classroom
is a small matter. The revolution has already taken
place at home.” (1964, pp. 331-2)
Two broad factors perhaps explain the recent
revival of interest. The first is the resonance of
McLuhan’s ideas for the members of generations