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When Marshall McLuhan composed the following books, he was putting on:

1- 1951 - The Mechanical Bride; Folklore of Industrial Man.
Putting on literary criticism and college students.

2- 1953-57 - Explorations (the Communication and Culture Journal).
Putting on poetry/art claques (small "highbrow" magazines).

3- 1956 - Alfred Lord Tennyson: Selected Poetry.
Putting on higher humanist education.

4- 1960 - Report on Project in Understanding New Media.
Putting on government reports (royal commissions and "blue books").

5- 1960 - Explorations in Communication: An Anthology.
Edited by Edmund Carpenter and Marshall McLuhan.
Putting on psychologists.

6- 1962 - The Gutenberg Galaxy: The Making of Typographic Man.
Putting on Harold Innis & humanists.

7- 1964 - Understanding Media: The Extensions of Man.
Putting on everybody.

8- 1964 - Voices of Literature: Book One. Edited by Marshall McLuhan and
Richard J. Schoeck.
Putting on nobody.

9- 1967 - The Medium is the Massage. By Marshall McLuhan and Quentin Fiore,
Coordinated by Jerome Agel.
Putting on the counter-culture.

10- 1967 - Verbi-Voco-Visual Explorations. [Explorations 8 as a book].
Putting on everybody.

11- 1968 - War and Peace in the Global Village: An inventory of some of the
current spastic situations that could be eliminated by more feedforward.
By Marshall McLuhan and Quentin Fiore, Coordinated by Jerome Agel.
Putting on the military-industrial-entertainment complex.

12- 1968 - Through the Vanishing Point: Space in Poetry and Painting.
By Marshall McLuhan and Harley Parker.
Putting on Artists and Art critics.

13- 1969 - Counterblast. By Marshall McLuhan. Designed by George Thompson.
Putting on everybody.

14- 1969 - The Interior Landscape: The Literary Criticism of Marshall
McLuhan, 1943-1962. Selected, Compiled and Edited by Eugene McNamara.
Putting on the New Criticism.

15- 1970 - From Cliché to Archetype. By Marshall McLuhan and Wilfred Watson.
Putting on Northrop Frye, Jungians, Freudians, anthropologists,sociologists, and McLuhanites.

16- 1970 - Culture Is Our Business.
Putting on ad agencies, anthropologists, sociologists, and Artists.

17- 1972 - Take Today: The Executive as Drop Out.
By Marshall McLuhan and Barrington Nevitt.
Putting on economists, management consultants, and politicians.

18- 1977 - City as Classroom: Understanding Language and Media.
By Marshall McLuhan, Kathryn Hutchon, and Eric McLuhan.
Putting on the secondary educational system and its teachers and
administrators.

19- 1987 - Letters of Marshall McLuhan.
Edited by M. Molinaro, Corinne McLuhan, and W. Toye.
Putting on private identity, Ann Landers, and expository opinion.

20- 1988 - Laws of Media: The New Science.
By Marshall McLuhan and Eric McLuhan, Introduction by Eric McLuhan.
Putting on scientists (as opposed to humanists).

21- 1989 - The Global Village: Transformations in World Life and Media in
the 21st Century.
By Marshall McLuhan and Bruce Powers.
Putting on futurists.

22- 1999 - The Medium and the Light: Reflections on Religion.
By Marshall McLuhan, edited by Eric McLuhan and Jacek Szklarek, Introduction
by Eric McLuhan.
Putting on Christianity.