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"Philosophize This" dedicates an episode to Marshall McLuhan. It's very good.
"We don't know who discovered water but we know it wasn't a fish. A pervasive environment, a pervasive medium is always beyond perception."
The big point to McLuhan is this: the messages that these media of written language are sending to us...go far beyond the actual content or subject matter of the thing that's being written about. There are latent messages being sent that as fish in the water we just don't perceive.