Copyright © 1999 by Valery Pavlovich Terin           

 Valery TERIN

 REMEMBERING MARSHALL MCLUHAN

For the last several decades Marshall McLuhan has been predominantly treated in Russia as a mass culture protagonist and guru. The author, siding with a few other researchers, has nevertheless tried to reverse the negativistic trend.

The present article deals with Marshall McLuhan as the first man to comprehensively grasp and demonstrate the primary implications of the electronic media and culture for contemporary life.