Marshall McLuhan : Nemate vi pojma o mojemu djelu!

Marshall McLuhan, the famous social theorist who shaped the culture of the 1960s, is best remembered today for the aphoristic slogan he coined to explain the emergence of a new world of global communication: "The medium is the message." Fifty years later, McLuhan's predictions about the end of print culture and the rise of "electronic interdependence" have become the reality - in a sense, the only reality - of our time.

As a fellow Canadian, Coupland is the ideal chronicler of McLuhan's unlikely prophet, whose vision of a global village - now known as the Internet - has come true in the 21st century. As Coupland himself explains, "Marshall's second cliché, the 'global village,' is a kind of paraphrase of the fact that electronic technologies are an extension of the human central nervous system and that the collective neural connections of our planet will create a single amorphous, confused, semi-conscious meta-community that functions 24 hours a day, seven days a week."

We can indeed agree with the line that McLuhan utters in Woody Allen's 1977 film Annie Hall (which is also the subtitle of the book): "You have no idea about my work!", and that is why Coupland, in "Marshall McLuhan," made an effort to find out a little more.