NINA SUTTON: Where did you learn the method you use in Understanding Media?
MCLUHAN: I learned, as a teacher of English and criticism, I learned this technique of structural analysis, I learned it at Cambridge from Richards and excellent people like that.
NINA SUTON: I´m not familiar with it.
MCLUHAN: Well it's called the “New Criticism” in English but it's really structural analysis.
NINA SUTON: What was their name...?
MCLUHAN: Well it's just this, you attack a poem as a situation, a complex situation, you attack a word as a complex situation.