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McLuhan's Children is a multidimensional exploration of 25 years of how Greenpeace, a "rag-tag collection of long-haired, bearded men" grew into a multimillion dollar global operation. Dale recounts the campaigns of Greenpeace, providing fascinating insight into the passionate, combative personalities who shaped the organization, and a keen analysis of Greenpeace's embrace of mass media. In the latter chapters Dale turns his attention to the new challenges of the post-Rio globalization of environmental issues. Dale's book chronicles the rise of Greenpeace, from the 1971 inaugural campaign of "a movement driven by a burning, instinctive impulse to change the world," protesting US nuclear testing in the Amchitka Islands to its present-day struggle to present complex ecological, political and social dimensions of global environmental problems. For the reader who knows Greenpeace mostly through video images of confrontations on the high seas, cuddly white seals, and sunken ships, Dale's story is revealing. For example, given the animosity between Newfoundland fishers and Greenpeace, it is intriguing to learn that they...