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.” This theorist argued that in the electronic age, everyone is concerned with everyone else’s business in a “global village.” This author of The Gutenberg Galaxy described media that require viewers to expend low or high levels of effort as “hot” and “cool” in a book that argues that the form of a medium is more important than its content. (10[1])For 10 points, what Canadian “father of media studies” claimed “the medium is the message?” ■END■ (0[3])