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06453_Field_TCUM T18.txt
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1996-04-10
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study considers not only the “content” but the medium and the
cultural matrix within which the particular medium operates.
The older unawareness of the psychic and social effects of
media can be illustrated from almost any of the conventional
pronouncements.
In accepting an honorary degree from the University of
Notre Dame a few years ago, General David Sarnoff made this
statement: “We are too prone to make technological
instruments the scapegoats for the sins of those who wield
them. The products of modern science are not in themselves
good or bad; it is the way they are used that determines their
value.” That is the voice of the current somnambulism.
Suppose we were to say, “Apple pie is in itself neither good nor
bad; it is the way it is used that determines its value.” Or, “The
smallpox virus is in itself neither good nor bad; it is the way it is