MCLUHAN, (HERBERT) MARSHALL

born July 21, 1911, Edmonton, Alberta, Can. died Dec. 31, 1980, Toronto Canadian communications theorist and educator, whose aphorism the medium is the message summarized his view of the potent influence of television, computers, and other electronic disseminators of information in shaping styles of thinking and thought, whether in sociology, art, science, or religion. He regarded the printed book as an institution fated to disappear. McLuhan was associated with the University of Toronto from 1946 until his death. He became full professor of English literature there in 1952 and from 1963 was director of the university's Centre for Culture and Technology. He was also a popular lecturer. His works include The Mechanical Bride: Folklore of Industrial Man (1951), Understanding Media: The Extensions of Man (1964), The Medium Is the Massage: An Inventory of Effects (with Quentin Fiore; 1967), From Clich to Archetype (with Wilfred Watson; 1970), and City as Classroom (with Kathryn Hutchon and Eric McLuhan; 1977). McLuhan's critical view of 20th-century society's self-transformation made him one of the popular prophetic voices of his time.