N. Graburn, "Man, Beast, and Transformation in Canadian Inuit Art and Culture." In, M.M. Halpin and M.M. Ames, Editors, Manlike Monsters on Trial.  Vancouver, Canada, 1980. p.208. Graburn is rephrasing Marshall McLuhan's famous dictum "the medium is the message." He goes on to say that what is found is augmented by "its particular cultural milieu, with all the technical equipment that the culture puts at its command." He illustrates this by asking: "While travelling with the Inuit by dog-sled I became as frightened as the Inuit of the possibility that a particular shaman would send his spirit to harm us because he had a quarrel with one of us---but I am not in the Arctic now: what was that experience?" Ibid.