More on McLuhan (of Mech Bride fame), serendipitously learned...(delete if watching your signal to noise ratio closely)

[Mark Kohut]

His "The Medium is the Massage: got this title by accident---which McLuhan then 
wanted to keep....
He, a F. Wake scholar loved the four resonances: Massage, message [orig and in 
the book], Mass age and massage (of the media).

Famous for the phrase the "global village", he was later proud of the phrase, 
"global theater"---which did not catch on as did the former.