Gary Genosko’s timely study traces Mc Luhan’s influence on the work of Jean Baudrillard, arguing that Mc Luhan’s ideas have been far more influential than hitherto imagined in the development of postmodern theory. Genosko explores how Mc Luhan’s ideas persist and are distorted through Baudrillard’s work. He argues that it is through Baudrillard’s influence that Mc Luhanism has had its greatest impact on contemporary cultural thought and practice.