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to be fair,i think a big part, of, why people "saw" nixon as the winner, in the kennedy/nixon debate,[who heard it it on the radio, instead of t.v.],is, that, there were, significant numbers of people, who, were markedly predisposed to nixon, to begin with. this just goes to show, how much,we are creatures, swayed by image and body language .

@Mike - yes, indeed, and there's a great, true story I often recount about what happened when Robert K. Merton attended one of McLuhan's lectures in Forsdale's class at Columbia in 1950s (I'm pretty I talk about it in my interview tonight between 8-9pm on WNYC)...

While McLuhan never taught a course at Columbia, he did give a number lectures at Teachers College for a course/lecture series "Topics in communication" led by the late Louis Forsdale. Lou was, by the way, the first person to invite McLuhan to speak at a public forum in the US after McLuhan (a scholar of James Joyce) published an article in a Canadian journal called "Studies in Communication" in the mid 1950s.

Marshall McLuhan and John Dewey are some of the hardest theorists to understand. Prof. Levinson seems to be doing a good job explaining his relevance.

Invite Lisa Gitelman on to talk about media and McLuhan -- and HISTORY!