had this paranoid
idea that man (sic
) had ascended
from oral societies
to literate societies
and was in the last part of the 20th century, due to the influence of cool electronic media
into an oral mode once more.
He called the resulting de-evolved humans electronic retribalized man.
While he has a point, I think he missed it. :)
This is an example of the ubiquitous intellectual error described by the Pre/Trans fallacy.
He failed to understand that a pre-literate oral society must be qualitatively different from a post-literate oral society, for the simple reason that one has experience with literacy and the other does not.
Still, Mcluhan's insight is valuable. It makes us ask questions about what we are becoming and whether we're going to like it.