program “content” have talked nonsense about “TV violence.” 
The spokesmen of censorious views are typically semiliterate 
book-oriented individuals who have no competence in the 
grammars of newspaper, or radio, or of film, but who look 
askew and askance at all non-book media. The simplest 
question about any psychic aspect, even of the book medium, 
throws these people into a panic of uncertainty. Vehemence of 
projection of a single isolated attitude they mistake for moral 
vigilance. Once these censors became aware that in all cases 
“the medium is the message” or the basic source of effects, 
they would turn to suppression of media as such, instead of 
seeking “content” control. Their current assumption that 
content or programming is the factor that influences outlook 
and action is derived from the book medium, with its sharp 
cleavage between form and content.