The opportunistic teacher who embraces the leisure interests of his pupils in the hope of leading them to higher things is as frequently unsympathetic to the really valuable qualities of popular culture as his colleague who remains resolutely hostile. A true training in discrimination is concerned with pleasure.
Marshall McLuhan was a Canadian professor, philosopher, and public intellectual whose work influenced the practice of media literacy education in the United States and around the world. He was educated at the University of Manitoba and the University of Cambridge and was a Professor of English at the University of Toronto.
McLuhan wrote enigmatic books exploring the changing relationship between people and their media environments. Expressions like "the medium is the message" and the term "global village" emphasized the systemic nature of media influence on people and ideas. In the early 1950s, McLuhan's was asked to write a textbook for high school students about media and society. Instead, he wrote Understanding Media: The Extensions of Man (1964) which examines media as a technological extension of the body.