According to this thinker, Alexis de Tocqueville did not write about England because he had mastered a grammar that did not apply there yet. This thinker was inspired by Gestalt theory to contrast the “figure” of a technology with its “ground,” the (15[1])context in which we view it. This thinker co-wrote a book with Quentin Fiore that analyzed the 100-letter (*) “thunder words” in Finnegans Wake to analogize how different technologies affect the stages of history. This thinker examined how radio requires little user engagement while comic books require (10[1])active participation to (10[1])contrast “hot” and “cool” activities. This thinker argued the invention of movable type sped up the shift towards a “global village.” For 10 points, name this Canadian author of Understanding Media, who (10[1])claimed “the medium is the message.” ■END■