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Understanding McLuhan
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06909_Field_TCUM T474.txt
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1996-03-19
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891b
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16 lines
itself became the basic economic commodity of the electric age
were obscured by the ways in which advertising and
entertainment put people off the track. Advertisers pay for
space and time in paper and magazine, on radio and TV; that
is, they buy a piece of the reader, listener, or viewer as definitely
as if they hired our homes for a public meeting. They would
gladly pay the reader, listener, or viewer directly for his time and
attention if they knew how to do so. The only way so far
devised is to put on a free show. Movies in America have not
developed advertising intervals simply because the movie itself
is the greatest of all forms of advertisement for consumer
goods.
Those who deplore the frivolity of the press and its
natural form of group exposure and communal cleansing simply
ignore the nature of the medium and demand that it be a book,