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06964_Field_TCUM T529.txt
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1996-04-10
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structural assumptions. Reviewers of William Burroughs’ The
Naked Lunch have alluded to the prominent use of the
“mosaic” term and method in his novel. The TV image renders
the world of standard brands and consumer goods merely
amusing. Basically, the reason is that the mosaic mesh of the
TV image compels so much active participation on the part of
the viewer that he develops a nostalgia for pre-consumer ways
and days. Lewis Mumford gets serious attention when he
praises the cohesive form of medieval towns as relevant to our
time and needs.
Advertising got into high gear only at the end of the last
century, with the invention of photoengraving. Ads and
pictures then became interchangeable and have continued so.
More important, pictures made possible great increases in
newspaper and magazine circulation that also increased the