media as they have shaped history, but he is full of examples 
that the student of media can use. At one moment he can 
seriously suggest that adult education, such as the Workers’ 
Educational Association in Britain, is a useful counterforce to 
the popular press. Toynbee considers that although all of the 
oriental societies have in our time accepted the industrial 
technology and its political consequences: “On the cultural 
plane, however, there is no uniform corresponding tendency.” 
(Somervell, I. 267) This is like the voice of the literate man, 
floundering in a milieu of ads, who boasts, “Personally, I pay no 
attention to ads.” The spiritual and cultural reservations that 
the oriental peoples may have toward our technology will avail 
them not at all. The effects of technology do not occur at the 
level of opinions or concepts, but alter sense ratios or patterns 
of perception steadily and without any resistance. The serious 
artist is the only person able to encounter technology with