McLuhan Salon: A Double Book Launch with Adrian Guzmán (Mexico) and Andrey Mir (Canada)

St. Michael’s College in the University of Toronto and the McLuhan Foundation invite you to the third McLuhan Salon of the 2025 season, an evening exploring how digital technologies shape our minds, our media, and our understanding of the world.

This event features two distinguished thinkers, moderated by Prof. Paolo Granata:

• Adrian Guzmán, author of Technopsychology: Analysis of Human Behavior in New Media (2025)
• Andrey Mir, author of The Digital Reversal: Thread-Saga of Media Evolution (2025)

In Technopsychology, Adrian Guzmán offers an ambitious interdisciplinary study of how media environments shape human behavior. Drawing from philosophy, psychology, and cognitive science, Guzmán examines the interplay between perception, information, and emotion in the age of ubiquitous technology. A Mexican scholar and former director of Space Exploration at the Mexican Space Agency, Guzmán has studied and taught across more than twenty countries. His work bridges the technical and the human dimensions of the digital age, tracing how we become what we use.

“The future of the book is the blurb,” said Marshall McLuhan. In The Digital Reversal, Andrey Mir takes that idea literally—composing the first-ever “tweetise,” a 1,295-tweet exploration of how media evolve and reverse their effects when pushed to extremes. A journalist and media ecologist, Mir dissects the paradoxes of the digital era: speed turning into overload, news into noise, and knowledge into instant knowing. His work charts the logic of media reversal—from orality to literacy and now, full circle, to digital orality.

Come be part of an evening where media theory meets digital culture—and where two contemporary voices extend McLuhan’s legacy into the twenty-first century.

This event is free and open to the public. In-person only — no registration required.