A book by this theorist begins by analyzing the contentless “environment” of a light bulb. This theorist claimed that privacy only existed in the early modern period, but we still value it since “we look at the present through a rear-view mirror.” (10[1])This theorist argued (-5[1])that in the electronic age, everyone is concerned (10[1])with everyone else’s (10[1])business in a (10[1])“global village.” (10[6])This (10[1])author (10[1])of (10[2])The Gutenberg (10[1])Galaxy (10[3])described (10[1])media (10[2])that require viewers (10[2])to expend low or high levels (10[1])of effort (10[1])as “hot” and “cool” in a book that argues (-5[1])that the form of a medium (10[1]-5[1])is more important than its content. (10[6])For (10[1])10 points, (10[2]-5[1])what Canadian (10[2]-5[1])“father (10[1])of media studies” (10[2])claimed (10[1])“the medium is the message?” ■END■ (10[2]0[69])