 McLuhan studies the emergence of what he calls Gutenberg Man, the subject produced by the change of consciousness wrought by the advent of the printed book.Apropos of his axiom, "The medium is the message," McLuhan argues that technologies are not simply inventions which people employ but are the means by which people are re-invented.The invention of movable type was the decisive moment in the change from a culture in which all the senses partook of a common interplay to a tyranny of the visual.