"The new art form of our time is the media themselves, not painting, not
 movies, not drama, but the media themselves have become the new art
 forms.... I write cartoons.... I have wanted to write a play, for a long
 time, on the media. And the media themselves are the avant-garde area of our
 society. Avant-garde no longer exists in painting and music and poetry, it's
 in the media themselves. Not in the programs. Avant-garde is not in hockey,
 not in baseball or any of these entertainments. It's in the media
 themselves." - McLuhan, Forces Magazine, Hydro-Quebec, No.22, p.68, 1973.