
Closely related to the combination of moral fervor and know-how is the cult of hygiene. If it is a duty to buy those appliances which free the body from toil and thus enable housewives not to hate their husbands, equally urgent is the duty to “be dainty and fresh.”

By the time of his death, Marshall McLuhan had been dismissed by respectable academics. But in light of the digital revolution, McLuhan’s relevance is being recognised again.

The real message of media today is ubiquity. It is no longer something we do, but something we are part of. It is as if we have amputated not our ears or our eyes, but ourselves, and then established a total prosthesis – an automaton – in our place.

Suppose he is what he sounds like, the most important thinker since Newton, Darwin, Freud and Einstein. What if he’s right?