The importance of Marshall Mc Luhan and his communication theories cannot be overstated, but his written worksdense, at times even dauntingare more often cited than read. Nonetheless, his predictions have been borne out: in the early 1960s, Mc Luhan wrote that visual, individualistic print culture would be replaced by what he called "electronic interdependence, " creating a new "global village" characterized by a collective identity with a tribal base. Novelist Douglas Coupland regards the celebrated academic as primarily an artist, a kind of performance artist offering profound but sometimes obscure insights into how technology was reshaping the world and its inhabitants. Couplandprolific novelist, sculptor, visual artist, theatre performeris a true child of Mc Luhan, whose body of work examines and often embodies Mc Luhan’s famous aphorism that "the medium is the message." Written with his trademark humour and brilliance, Coupland’s Mc Luhan is a revelation.
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