icon. The meaning of the new ad icon has not been grasped by 
those who stand to lose all. The same is true of the movie 
industry in general. Each of these enterprises lacks any 
“literacy” in any medium but its own, and thus the startling 
changes resulting from new hybrids and crossings of media 
catch them unawares.

     To the student of media structures, every detail of the 
total mosaic of the contemporary world is vivid with meaningful 
life. As early as March 15, 1953, Vogue  magazine announced a 
new hybrid, resulting from a cross between photograph and air 
travel:

          This first International Fashion Issue of Vogue  is to mark 
     a new point. We couldn’t have done such an issue before. 
     Fashion only got its internationalization papers a short time