single observations such as “Revenge is a kind of wild justice.” 
The passive consumer wants packages, but those, he 
suggested, who are concerned in pursuing knowledge and in 
seeking causes will resort to aphorisms, just because they are 
incomplete and require participation in depth.

     The principle that distinguishes hot and cold media is 
perfectly embodied in the folk wisdom: “Men seldom make 
passes at girls who wear glasses.” Glasses intensify the 
outward-going vision, and fill in the feminine image exceedingly, 
Marion the Librarian notwithstanding. Dark glasses, on the 
other hand, create the inscrutable and inaccessible image that 
invites a great deal of participation and completion.

     Again, in a visual and highly literate culture, when we 
meet a person for the first time his visual appearance dims out