[[File:Scott McCloud (2006).jpg|thumb|right|McCloud signing his book ''Making Comics'' in 2006]]
In the early 1990s, McCloud began a series of three books about the medium and business of comics, all done in comics form. The first of these was ''[[Understanding Comics]]|Understanding Comics: The Invisible Art]]'', published in 1993, which established him as a popular comics theorist, described as the "[[Aristotle]] of comics"<ref>Wardrip-Fruin, Noah & Montfort, Nick (2003). ''The New Media Reader''. The MIT Press.</ref> and the "[[Marshall McLuhan]] of comics".<ref name="NYTimes" /> The book was a wide-ranging exploration of the definition, history, vocabulary, and methods of the medium of comics,<ref name="www2.und.nodak.edu">{{Cite web |url=http://www2.und.nodak.edu/our/uletter/print_article.php?uletterID=2163 |title = The University of Noth Dakota | University Letter |archive-url=https://archive.today/20070810153919/http://www2.und.nodak.edu/our/uletter/print_article.php?uletterID=2163 |archive-date=10 August 2007 |url-status=dead}}</ref> and is widely cited in academic discussions of the medium.<ref>{{Cite book|url=https://books.google.com/books?id=xcRgZJjho3gC&q=%22scott+mccloud%22+widely+cited+%22understanding+comics%22&pg=PA6|title=Comics and Language: Reimagining Critical Discourse on the Form|last=Miodrag|first=Hannah|date=2013-07-08|publisher=Univ. Press of Mississippi|isbn=9781617038044|language=en|access-date=2020-11-21|archive-date=2023-02-05|archive-url=https://web.archive.org/web/20230205164828/https://books.google.com/books?id=xcRgZJjho3gC&q=%22scott+mccloud%22+widely+cited+%22understanding+comics%22&pg=PA6|url-status=live}}</ref><ref>{{Cite book|url=https://books.google.com/books?id=5uPnDT38dMwC&q=%22scott+mccloud%22+widely+cited+%22understanding+comics%22&pg=PA176|title=Teaching Comics and Graphic Narratives: Essays on Theory, Strategy and Practice|last=Dong|first=Lan|date=2014-01-10|publisher=McFarland|isbn=9780786492640|language=en|access-date=2020-11-21|archive-date=2023-02-05|archive-url=https://web.archive.org/web/20230205164829/https://books.google.com/books?id=5uPnDT38dMwC&q=%22scott+mccloud%22+widely+cited+%22understanding+comics%22&pg=PA176|url-status=live}}</ref>
In 2000, McCloud published ''[[Reinventing Comics]]: How Imagination and Technology Are Revolutionizing an Art Form'', in which he outlined twelve "revolutions" taking place, that he argued would be keys to the growth and success of comics as a popular and creative medium.
