IVIV recommended reading: McLuhan

[Doug Millison]

  Understanding Media: The Extensions of Man by Marshall McLuhan
  The Gutenberg Galaxy: The Making of Typographic Man by Marshall  
McLuhan

I've re-read these both this year and thoroughly enjoyed them. Very  
helpful as I look at the Web from the day-job perspective  as  
editorial chief for a social media start-up. Lots of connections to  
Pynchon's books, I was surprised at how strong some them appear and  
would not be surprised to learn that Pynchon has read and been  
influenced by them to some degree, although I don't know if that's the  
case.  The Gutenberg Galaxy is the more satisfying book, in my opinion.