way the book behaves. By the time you put the film 
on TV now it has the effect of television. It doesn’t 
have the effect of film anymore, and so on and so 
on. So to begin with they’re missing the point. 
They’ve lost all touch with the way these forms 
work on people. 

The next cry that you hear along with violence and 
the content and so on is, “Well, radio is neither 
good nor bad in itself. It’s how you use it that 
determines whether it’s good or bad.” And that’s 
another mating cry of media morons. It has 
nothing to do whatever with use. In fact, the user 
is the content and to say that a medium is neither