«I have often criticized McLuhan for his media determinism (e g., Levinson, 1979a), or tendency to cast humans as the “effect” of technology, rather than vice versa (see, for example, his observation that humans are the “sex organs” of technology, 1964, p. 56 – the modern rendition of Samuel Butler’s line that the chicken is the egg’s way of making another egg, also picked up in the twentieth century by Richard Dawkins and his view of the organism as the gene’s way of making more genes).  Levinson, 1999: 40