Robert K. Logan (PhD, MIT, 1965) is an emeritus professor of physics, fellow of St. Michael's College, and member of the School of Environmental Studies, all at the University of Toronto. He is also Chief Scientist of the sLab (OCAD University) and a recipient of the Walter J. Ong Award for Career Achievement in Scholarship by the Media Ecology Association.

Acknowledgments - Preface - McLuhan's General Theory of Media (GToM) and the Role of Reversals - The Ten Elements of McLuhan's General Theory of Media - Applying McLuhan's General Theory of Media to the Flowering of the Digital Age - Understanding Humans: The Extensions of Digital Media - General System Thinking and Marshall McLuhan's General Theory of Media - Cataloguing McLuhan Reversals.