tempt to jolt readers into an appreciation of an idea (which has some merit- we do create and sustain increasingly complex technologies, after all) by stating it as an extreme. There may even be satiric intent in the passage, since, through exaggeration, McLuhan actually seems to be parodying a determinist position. A reader gets the sense that Levinson is working out his own ideas, rather than reinterpreting McLuhan for a new generation of media. This is perhaps most true of his passage on DNA which, while convincing that it is a medium of information, does not convince that the genetic material merits consideration within McLuhan's framework of ideas. This is a shame. As he has shown in previous books such as Mindat Large and The SofiEdge, Levinson's ideas are provocative and fertile ground for thinkers in a variety of disciplines. It's not that Levinson's ideas in DigitalMcLuhan are any less insightful; it's just that an analysis of the thought of Marshall McLuhan may not be the most appropriate setting in which to frame them. they have developed over the past several years in the United States, although readers might feel uncomfortable with Compaine's conclusions that, given, declining consumer
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