pressure exerted by any technical form of human expression, 
we have only to visit a society where that particular form has 
not been felt, or a historical period in which it was unknown. 
Professor Wilbur Schramm made such a tactical move in 
studying Television in the Lives of Our Children . He found areas 
where TV had not penetrated at all and ran some tests. Since 
he had made no study of the peculiar nature of the TV image, 
his tests were of “content” preferences, viewing time, and 
vocabulary counts. In a word, his approach to the problem was 
a literary one, albeit, unconsciously so. Consequently, he had 
nothing to report. Had his methods been employed in 1500 
A.D. to discover the effects of the printed book in the lives of 
children or adults, he could have found out nothing of the 
changes in human and social psychology resulting from 
typography. Print created individualism and nationalism in the 
sixteenth century. Program and “content” analysis offer no