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'FIlled with interesting, charming, bewildering, and challenging McLuhanisms.' (R. Cathart Choice)
'Eric McLuhan's collaborations with his father gives a rich treatment of the tetrads, and one true to the elder's written and cognitive style.' (Paul Levinson Journal of Communication)
'A surprising posthumous gift from Canada's greatest cultural theorist. The collaboration with his son Eric has produced not only the most stimulating intellectual formulations but also the most welcome concessions to the norms of scholarship and argument since The Gutenberg Galaxy and Understanding Media' (John Fekete Letters in Canada)
'The tetrad's eloquence and the universality of its application will surely have a profound effect on any further study of media.' (Timothy Buell The Toronto Star)
Eric McLuhan is an author, editor, and teacher. He has worked closely with Marshall McLuhan, with whom he studied Finnegans Wake. He now lectures and writes on media and society, and edits the journal McLuhan Studies.