It is not easy to convince a literary man that an 
interest in the psycho-dynamics of the printed 
form of codification of information is anything but 
malice toward literature. Moreover, he is likely to 
feel personal humiliation at finding that he is, in 
fact, quite unaware of some of the basic effects 
of the print form  upon many of his most 
cherished ideas and attitudes. If I explain that 
radio and television are not really consumer media 
in the full sense that photography and film are, 
Madison Avenue gets upset. Personally I am not 
trying to upset such people. I am really trying to 
understand media and to discover their unique 
dynamics.