“Or maybe that’s what it’s all about: this religion’s substance is its lack of substance. In McLuhanesque terms, the medium is the message. Some people might find that cool.”“McLuhanesque?”“Hey, look, even I read a book now and then,” Ayumi protested. “McLuhan was ahead of his time. He was so popular for a while that people tend not to take him seriously, but what he had to say was right.”“In other words, the package itself is the contents. Is that it?”“Exactly. The characteristics of the package determine the nature of the contents, not the other way around.”

Japanese writer

Haruki Murakami is a Japanese writer known for his novels, essays, and short stories. His work has reached readers in Japan and far beyond, and he has received many major literary awards. Murakami’s books have been best-sellers, with translations in 50 languages and millions of copies sold outside Japan. His honors include the Gunzo Prize for New Writers, the World Fantasy Award, the Tanizaki Prize, the Yomiuri Prize for Literature, the Frank O'Connor International Short Story Award, the Noma Literary Prize, the Franz Kafka Prize, the Kiriyama Prize for Fiction, the Goodreads Choice Awards for Best Fiction, the Jerusalem Prize, and the Princess of Asturias Awards.