accepts the press as a form of the book and regards industry 
as group political action, is not likely to seek entertainment in 
the news. Even in America, literate people have small skill in 
understanding the iconographic varieties of the ad world. Ads 
are ignored or deplored, but seldom studied and enjoyed.

     Anybody who could think that the press has the same 
function in America and Russia, or in France and China, is not 
really in touch with the medium. Are we to suppose that this 
kind of media illiteracy is characteristic only of Westerners, and 
that Russians know how to correct the bias of the medium in 
order to read it right? Or do people vaguely suppose that the 
heads of state in the various countries of the world know that 
the newspaper has totally diverse effects in different cultures? 
There is no basis for such assumptions. Unawareness of the 
nature of the press in its subliminal or latent action is as