The Marshall McLuhan Initiative in Winnipeg and the Global Legacy of a Media Visionary

The research and cognitive objective of this paper is to characterise the methods and forms through which the theories and work of Marshall McLuhan are popularised by The Marshall McLuhan Initiative, an organisation based in Winnipeg, Canada. Methods: To achieve this aim, the following methods were employed: content analysis; a literature review as understood, among others, by Hannah Snyder; and the qualitative interview method (individual in-depth interviews). The research material consisted of literature concerning The Marshall McLuhan Initiative and a report on the conducted in-depth interviews. Results and Cognitive Value: The principal forms of popularising the theories and work of Marshall McLuhan, as practised by The Marshall McLuhan Initiative, include seminars and conferences, systematic participation in the Media Ecology Association Convention, and The Medium and the Light Award – a special distinction granted to researchers, writers, and thinkers who particularly advance the religious ideas of Marshall McLuhan, the Canadian media visionary who revolutionised the way we perceive the impact of technology on society, culture, and religion