attention in fact that in Brazil you have a 
tremendous problem with poverty—everyone has a 
TV. That TV is becoming a kind of structuring way 
of perceiving reality. We are way far behind in 
being able to interpret it.

I think, again, it’s no coincidence in terms of what I 
share with McLuhan that my interpretation of TV 
is sort of a religious interpretation of mass media. 
That is what I said my work is, that western 
culture is a combination of these two diverse, two 
quite different strands. One is a Judaeo-Christian 
and one is the Greco-Roman or the pagan. I have 
said that we’ve had all kinds of errors in