we did discover was that the cartoon went down very 
     well. This puzzled us until we found out that puppetry is 
     quite a common pastime.

     But there is more to this point than Wilson supposes. Had 
TV been available he would have been amazed to discover how 
much more readily the Africans took to it than they did to film. 
For with film you are the camera and the nonliterate man 
cannot use his eyes like a camera. But with TV you are the 
screen. And TV is two-dimensional and sculptural in its tactile 
contours. TV is not a narrative medium, is not so much visual 
as audile-tactile. That is why it is empathic, and why the 
optimal mode of TV image is the cartoon. For the cartoon 
appeals to natives as it does to our children, because it is a 
world in which the visual component is so small that the viewer 
has as much to do as in a crossword puzzle. (8)