Whatcha Doin', Marshall McLuhan? is a Sunday Feature on BBC Radio 3. The 1967 publication of the bestselling paperback 'The Medium is the Massage' confirmed Marshall McLuhan as the first mass media guru and 'prophet' of the electronic age. With it he achieved global fame. Newsweek even compared him to Batman. So how did a tweedy middle-aged Professor of English literature from the plains of Canada become such an iconic public intellectual?