Understanding McLuhan/Understanding McLuhan (1996)(Voyager)[Mac-PC].iso/pc/mcluhan.dxr/07181_Field_TCUM T746.txt

Text File | 1996-04-10 | 954b | 16 lines

western, like the movie documentary, has always been a lowly
form. With TV, the western acquired new importance, since its
theme is always: “Let’s make a town.” The audience
participates in the shaping and processing of a community
from meagre and unpromising components. Moreover, the TV
image takes kindly to the varied and rough textures of Western
saddles, clothes, hides, and shoddy match-wood bars and hotel
lobbies. The movie camera, by contrast, is at home in the slick
chrome world of the night club and the luxury spots of a
metropolis. Moreover, the contrasting camera preferences of
the movies in the Twenties and Thirties, and of TV in the Fifties
and Sixties spread to the entire population. In ten years the
new tastes of America in clothes, in food, in housing, in
entertainment, and in vehicles express the new pattern of
interrelation of forms and do-it-yourself involvement fostered
by the TV image.