In 1967 McLuhan published with Quentin Fiore The Medium Is the Massage, a book that attempted to clarify and explain his ideas. The popularity of the book — it was a best-seller — led to a television special on NBC about his theories. By the late 1960s McLuhan was regarded less seriously by academics, but he was still a good source for a provocative phrase that could be used in advertising and popular culture. His influence in the general culture, however, was longer lasting. His ideas legitimized the academic study of popular.....
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