contacts, he will have the key to the form of the power that is 
in all media to reshape any lives that they touch. Except for 
light, all other media come in pairs, with one acting as the 
“content” of the other, obscuring the operation of both.

     It is a peculiar bias of those who operate media for the 
owners that they be concerned about the program content of 
radio, or press, or film. The owners themselves are concerned 
more about the media as such, and are not inclined to go 
beyond “what the public wants” or some vague formula. 
Owners are aware of the media as power, and they know that 
this power has little to do with “content” or the media within 
the media.

     When the press opened up the “human interest” keyboard 
after the telegraph had restructured the press medium, the