Don Theall : Whatever else McLuhan was up to in his sometimes exasperating and,often enigmatic writings, he developed a theory of communication which he considered to be "applied Joyce," in the same sense that he had analyzed Joyce as developing an aesthetic which was "applied Aquinas".

Eric McLuhan : My Father once remarked to me, as I know he did to many others, that his work on media and culture was, in the main, "applied Joyce."