For 10 points, name this author of The Gutenberg Galaxy and Understanding Media, who said "The medium is the message."
This man spoke of "hot" and "cool" types of the titular concept in one work, and this founder of the journal Exploration claimed that Finnegan's Wake was about "ten thunders."  He criticized the techniques of a certain periodical as "the ballet Luce" in a book about "the folklore of industrial man", and a cycle of enhancement, obsolescence, retreival, and reversal was this man's "tetrad", by which a certain type of technology influenced society. This author of The Mechanical Bride subtitled another book "The Making of Typographic Man" which introduced his concept of the "global village".  For 10 points, name this author of The Gutenberg Galaxy and Understanding Media, who said "The medium is the message."
This man spoke of "hot" and "cool" types of the titular concept in one work, and this founder of the journal Exploration claimed that Finnegan's Wake was about "ten thunders."  
Marshall {McLuhan}