decision to homogenize comes easily to the highly literate 
population of the English-speaking world. Yet it is hard for oral 
cultures to agree on this program of homogenization, for they 
are only too prone to translate the message of radio into tribal 
politics, rather than into a new means of pushing Cadillacs. 
This is one reason that it was easy for the retribalized Nazi to 
feel superior to the American consumer. The tribal man can 
spot the gaps in the literate mentality very easily. On the other 
hand, it is the special illusion of literate societies that they are 
highly aware and individualistic. Centuries of typographic 
conditioning in patterns of lineal uniformity and fragmented 
repeatability have, in the electric age, been given increasing 
critical attention by the artistic world. The lineal process has 
been pushed out of industry, not only in management and 
production, but in entertainment, as well. It is the new mosaic 
form of the TV image that has replaced the Gutenberg