By 1977, the Canadian media theorist Marshall McLuhan had achieved the status of a cultural icon that far transcended his original discipline of mass communications. In this scene from Woody Allen's Best Picture-winning Annie Hall, McLuhan makes a cameo appearance as himself to silence a pedantic media professor. The actual contents of McLuhan's dialogue in the film are somewhat enigmatic, however. In chastizing the Columbia professor McLuhan says, "you mean my whole fallacy is wrong!" an ironic bit of wordplay that was characteristic of McLuhan's later work, which sought to extend, challenge and expand his own theories, preventing them from becoming ossified or reduced to simple catch-phrases. Perhaps the most obvious example is his book, the Medium is the Massage (1967), which was a collaboration with designer Quentin Fiore.