Marshall McLuhan used the phrase "global village" to characterize an end to isolation: "humans can no longer live in isolation, but rather will always be connected by continuous and instantaneous electronic media". McLuhan addresses the idea of a global village in his book "The Gutenberg Galaxy" saying, "Such is the character of a village or, since electric media, such is also the character of global village. And it is the advertising and PR community that is most aware of this basic new dimension of global interdependence".