The equation is so glib, and so surrounded by the not-sure-I-really-mean-it indirection of the age of McLuhan, that the Christian ethicist can just as glibly pass it off as not only irreverent but also irrelevant to the real business of ethics. But is it that simple? Or might it be that in this half-spoofing exaggeration there is breaking into common awareness a dimension of biblical truth that we—precisely the reverent and relevant ethicists—had been hiding from ourselves? This study makes that