In commenting on the then Soviet Union, McLuhan puts "the advertising and PR community" on a par with them in so far that both "are concerned about access to the media and about results." More remarkably he asserts that "Soviet concern with media "results" is natural to any oral society where interdependence is the result of instant interplay of cause and effect in the total structure. Such is the character of a village, or since electric media, such is also the character of global village."