Books: The Ultimate Non-Book

THE MEDIUM IS THE MASSAGE by Marshall McLuhan and Quentin Fiore. 159 pages. Banfam. $1.45.

"Good morning!" says a raw egg, lolling in a shallow dish, its yolk bearing an advertisement for a no-pressure printing technique, proving that the ovum can become a commercial. Noses nudge knowingly from a page dealing with psephology. Five pages of pebbled and scaly abstract photography resolve themselves into a closeup of human toes to make the point: "The wheel is an extension of the foot." One entire spread is printed in Leonardo-like "mirror writing," and another is set upside down just to show how absurd the...

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