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06810_Field_TCUM T375.txt
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1996-04-10
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(as already explained in the chapter on The Print), being low in
definition, are a highly participational form of expression,
perfectly adapted to the mosaic form of the newspaper. They
provide, also, a sense of continuity from one day to the next.
The individual news item is very low in information, and requires
completion or fill-in by the reader, exactly as does the TV
image, or the wirephoto. That is the reason why TV hit the
comic-book world so hard. It was a real rival, rather than a
complement. But TV hit the pictorial ad world even harder,
dislodging the sharp and glossy, in favor of the shaggy, the
sculptural, and the tactual. Hence the sudden eminence of MAD
magazine which offers, merely, a ludicrous and cool replay of
the forms of the hot media of photo, radio, and film. MAD is the
old print and woodcut image that recurs in various media
today. Its type of configuration will come to shape all of the
acceptable TV offerings.