The testers, that is to say, would have entirely missed the 
character of the new machine. They would have offered not one 
clue to its effects. There is no need to speculate about this 
situation. There is a recent work which attempts to assess 
these effects: Television in the Lives of Our Children  by Wilbur 
Schramm, Jack Lyle, and Edwin B. Parker. When we see the 
reason for the total failure of this book to get in touch with its 
announced theme, we can understand why in the sixteenth 
century men had no clue to the nature and effects of the 
printed word. Schramm and his colleagues make no analysis of 
the TV image. They assume that apart from the “program” or 
“content” TV is a “neutral” medium like any other. To know 
otherwise, these men would have to have a thorough 
knowledge of the various art forms and scientific models of the 
past century. In the same way nobody could discover anything 
about the nature or effect of print without careful study of