In 1962, Marshall McLuhan published 'The Gutenberg Galaxy', where he argued that the invention of the printing press transformed human consciousness, creating what he termed the 'typographic man'. McLuhan's insights into the effects of media on society highlighted the shift towards linear thinking, nationalism, and individualism. His work has had a profound influence on media studies and our understanding of communication in the modern world.

Marshall McLuhan's 'The Gutenberg Galaxy' encouraged concrete and visual poets to break free from the linear constraints of the printed page, exploring the spatial, acoustic, and tribal dimensions of language. This shift inspired poets like bpNichol and Ian Hamilton Finlay to experiment with form and presentation in their works.