home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
pc
/
mcluhan.dxr
/
06912_Field_TCUM T477.txt
< prev
next >
Wrap
Text File
|
1996-04-10
|
956b
|
16 lines
accepts the press as a form of the book and regards industry
as group political action, is not likely to seek entertainment in
the news. Even in America, literate people have small skill in
understanding the iconographic varieties of the ad world. Ads
are ignored or deplored, but seldom studied and enjoyed.
Anybody who could think that the press has the same
function in America and Russia, or in France and China, is not
really in touch with the medium. Are we to suppose that this
kind of media illiteracy is characteristic only of Westerners, and
that Russians know how to correct the bias of the medium in
order to read it right? Or do people vaguely suppose that the
heads of state in the various countries of the world know that
the newspaper has totally diverse effects in different cultures?
There is no basis for such assumptions. Unawareness of the
nature of the press in its subliminal or latent action is as