home
***
CD-ROM
|
disk
|
FTP
|
other
***
search
/
Understanding McLuhan
/
Understanding McLuhan (1996)(Voyager)[Mac-PC].iso
/
pc
/
mcluhan.dxr
/
08711_Field_TCGG T476.txt
< prev
next >
Wrap
Text File
|
1996-04-10
|
1KB
|
16 lines
The testers, that is to say, would have entirely missed the
character of the new machine. They would have offered not one
clue to its effects. There is no need to speculate about this
situation. There is a recent work which attempts to assess
these effects: Television in the Lives of Our Children by Wilbur
Schramm, Jack Lyle, and Edwin B. Parker. When we see the
reason for the total failure of this book to get in touch with its
announced theme, we can understand why in the sixteenth
century men had no clue to the nature and effects of the
printed word. Schramm and his colleagues make no analysis of
the TV image. They assume that apart from the “program” or
“content” TV is a “neutral” medium like any other. To know
otherwise, these men would have to have a thorough
knowledge of the various art forms and scientific models of the
past century. In the same way nobody could discover anything
about the nature or effect of print without careful study of