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The Tribal Drum

England and America had had their "shots" against radio in the form of long exposure to literacy and industrialism. These forms involve an intense visual organization of experience. The more earthy and less visual European cultures were not immune to radio. Its tribal magic was not lost on them, and the old web of kinship began to resonate once more with the note of fascism. The inability of literate people to grasp the language and mes-mentts of the media as such i sinvoluntarily conveyed by the comments of sociologist Paul Lazarsfeld m discussing the effects of The last groupo f effects may be called the monopolititic effects fo raido. such have ttracted most public attention because of their importance inthe totalitarian countries. If a government monopolizes the radio, then by mere repetition and by

the.r importance in the totalitarian countries. If a government monopolizes the radio, then by mere repetition and byRADIO 325

exclusion of conflicting points of view it can determine the opinions of the population. We do not know much about how this monopolistic effect really works,but it is important to note its singularity. No inference should be drawn regardign the effects of radio as such. It is often forgotten that Hitler did not achieve control through radio but almost despite it, because at the time of his rise to power radiowas controlled by his The monopolistic effects have probably less social importance than is generally assumed.

Professor Lazarsfeld's helpless unawareness of the nature and effects of radio is not a personal defect, but a universally shared ineptitude.

In a radio speech in Munich, March 14, 1936, Hitler said "I go my way with the assurance of a somnambulist." His victims and his critics have been equally somnambulistic. They danced entranced to the tribal drum of radio that extended their central nervous system to create depth involvement for everybody. "I live right inside radio when I listen. I more easily lose myself in radio than in a book," said a voice from a radio poll. The power of radio to involve people in depth is manifested in its use during homework by youngsters and by many other people who carry transistor sets in order to provide a private world for themselves amidst crowds. There is a little poem by the German dramatist Berthold Brecht:

You little box, held to me when escaping

So that your valves should not break,

Carried from house to ship from ship to train,

So that my enemies might go on talking to me

Near my bed, to my pain

The last thing at night, the first thing in the morning, Of their victories and of my cares,

Promise me not to go silent all of a sudden.326


One of the many effects of television on radio has been to shift radio from an entertainment medium into a kind of nervous information system. News bulletins, time signals, traffic data, and above all weather reports now serve to enhance the native power of radio to involve people in one another. Weather is that medium that involves all people equally. It is the top item on radio, showering us with fountains of auditory space or


It was no accident that Senator McCarthy lasted such a very short time when he switched to TV. Soon the press decided, "He isn't news any more." Neither McCarthy nor the press ever knew what had happened. TV is a cool medium. It rejects hot figures and hot issues and people from the hot press media. Fred Allen was a casualty of TV Was Marilyn Monroe? Had TV occurred on a large scale during Hitler's reign he would have vanished quickly. Had TV

come first there would have been no Hitler at all. When Khrushchev appeared on American TV he was more acceptable than Nixon, as a clown and a lovable sort of old boy. His appearance is rendered by TV as a comic cartoon. Radio, however, is a hot medium and takes cartoon characters seriously. Mr. K. on radio would be a different proposition.

In the Kennedy-Nixon debates, those who heard them on radio received an overwhelming idea of Nixon's superiority. It was Nixon's fate to provide a sharp, high definition image and action for the cool TV medium that translated that sharp image into the impression of a phony. I suppose "phony" is something that resonates wrong, that doesn't ring true. It might well be that F.D.R. would not have done well on TV He had learned, at least, how to use the hot radio medium for his very cool job of fireside chatting. He first, however, had had to hot up the press media against himself in order to create the right atmosphere for his radio chats. He learned how to use the press in close relation to radio. TV would have presented him with an entirely different political and social mix of components and problems. He would

possibly have enjoyed solving them, for he had the kind of playful approach necessary for tackling new and obscure relationships.

Radio affects most people intimately, person-to-person, offering a world of unspoken communication between writer-speaker and the listener. That is the immediate aspect of radio A private experience.

The subliminal depths of radio are charged with the resonating echoes of tribal horns and antique drums. This is inherent in the very nature of this medium, with its power to turn the psyche and society into a single echo chamber. The resonating dimension of radio is unheeded by the script writers, with few exceptions. The famous Orson Welles broadcast about the invasion from Mars was a simple demonstration of the all-inclusive, completely involving scope of the auditory image of radio. It was Hitler who gave radio the Orson Welles treatment for real.

That Hitler came into political existence at all is directly owing to radio and public-address systems. This is not to say that these media relayed his thoughts effectively to the German people. His thoughts were of very little consequence. Radio provided the first massive experience of electronic implosion, that reversal of the entire direction and meaning of literate Western civilization. For tribal peoples, for those whose entire social existence is an extension of family life, radio will continue to be a violent experience. Highly literate societies, that have long subordinated family life to individualist stress in business and politics, have managed to absorb and to neutralize the radio implosion without revolution. Not so, those communities that have had only brief or superficial experience of literacy. For them, radio is utterly explosive.

To understand such effects, it is necessary to see literacy as typographic technology, applied not only to the rationalizing of the entire procedures of production and marketing, but to law and education and city planning, as well. The principles of continuity, uniformity, and repeatability derived from print technology have, in England and America, long permeated every phase of communal life. In those areas a child learns literacy from traffic and street, from every car and toy and garment.

Learning to read and write is a minor facet of literacy in the uniform, continuous environments of the English-speaking world. Stress on literacy is a distinguishing mark of areas that are striving to initiate that process of standardization that leads to the visual organization of work and space. Without psychic transformation of the inner life into segmented visual terms by literacy, there cannot be the economic "take-off" that insures a continual movement of augmented production and perpetually accelerated

change-and-exchange of goods and services.

Just prior to 1914, the Germans had become obsessed with the menace of "encirclement." Their neighbors had all developed elaborate railway systems that facilitated mobilization of manpower resources. Encirclement is a highly visual image that had great novelty for this newly industrialized nation. In the 1930s, by contrast, the German obsession was with lebensraum.

This is not a visual concern, at all. It is a claustrophobia, engendered by the radio implosion and compression of space. The German defeat had thrust them back from visual obsession into brooding upon the resonating Africa within. The tribal past has never ceased to be a reality for the German psyche.

It was the ready access of the German and middle-European world to the rich nonvisual resources of auditory and tactile form that enabled them to enrich the world of music and dance and sculpture.

Above all their tribal mode gave them easy access to the new nonvisual world of subatomic physics, in which long-literate and long-industrialized societies are decidedly handicapped. The rich area of preliterate vitality felt the hot impact of radio. The message of radio is one of violent, unified implosion and resonance. For Africa, India, China, and even

Russia, radio is a profound archaic force, a time bond with the most ancient past and long-forgotten experience.

Tradition, in a word, is the sense of the total past as now. Its awakening is a natural result of radio impact and of electric information, in general. For the intensely literate population, however, radio engendered a profound unrealizable sense of guilt that sometimes expressed itself in the fellow-traveler attitude. A newly found human involvement bred anxiety and insecurity and unpredictability. Since literacy had fostered an extreme of individualism, and radio had done just the opposite in reviving the ancient experience of kinship webs of deep tribal involvement, the literate West tried to find some sort of compromise in a larger sense of collective responsibility. The sudden impulse to this end was just as subliminal and obscure as the earlier literary pressure toward individual isolation and irresponsibility; therefore, nobody was happy about any of the positions arrived at. The Gutenberg technology had produced a new kind of visual, national entity in the sixteenth century that was gradually meshed with industrial production and expansion. Telegraph and radio neutralized nationalism but evoked archaic tribal ghosts of the most vigorous brand. This is exactly the meeting of eye and ear, of explosion and implosion, or as Joyce puts it in the Wake, "In that earopean end meets Ind." The opening of the European ear brought to an end the open society and reintroduced the Indie world of tribal man to West End woman. Joyce puts these matters not so much in cryptic, as in dramatic and mimetic, form.

The reader has only to take any of his phrases such as this one, and mime it until it yields the intelligible. Not a long or tedious process, if approached in the spirit of artistic playfulness that guarantees "lots of fun at Finnegan's wake."

Radio is provided with its cloak of invisibility, like any other medium.

It comes to us ostensibly with person-to-person directness that is private and intimate, while in more urgent fact, it

is really a subliminal echo chamber of magical power to touch remote and forgotten chords. All technological extensions of ourselves must be numb and subliminal, else we could not endure the leverage exerted upon us by such extension. Even more than telephone or telegraph, radio is that extension of the central nervous system that is matched only by human speech itself. Is it not worthy of our meditation that radio should be specially attuned to that primitive extension of our central nervous system, that aboriginal mass medium, the vernacular tongue? The crossing of these two most intimate and potent of human technologies could not possibly have failed to provide some extraordinary new shapes for human experience. So it proved with Hitler, the somnambulist. But does the detribalized and literate West imagine that it has earned immunity to the tribal magic of radio as a permanent possession? Our teenagers in the 1950s began to manifest many of the tribal stigmata. The adolescent, as opposed to the teenager, can now be classified as a phenomenon of literacy. Is it not significant that the adolescent was indigenous only to those areas of England and America where literacy had invested even food with abstract visual values? Europe never had adolescents. It had chaperones. Now, to the teenager, radio gives privacy, and at the same time it provides the tight tribal bond of the world of the common market, of song, and of resonance.

The ear is hyperesthetic compared to the neutral eye. The ear is intolerant, closed, and exclusive, whereas the eye is open, neutral, and associative. Ideas of tolerance came to the West only after two or three centuries of literacy and visual Gutenberg culture. No such saturation with visual values had occurred in Germany by 1930.

Russia is still far from any such involvement with visual order and values.

If we sit and talk in a dark room, words suddenly acquire new meanings and different textures. They become richer, even, than architecture, which Le Corbusier rightly says can best be felt at night.

All those gestural qualities that the printed page strips from language come back in the dark, and on the radio. Given only the sound of a play, we have to fill in all of the senses, not just the sight of the action. So much do-it-yourself, or completion and

"closure" of action, develops a kind of independent isolation in the young that makes them remote and inaccessible. The mystic screen of sound with which they are invested by their radios provides the privacy for their homework, and immunity from parental behest.

With radio came great changes to the press, to advertising, to drama, and to poetry. Radio offered new scope to practical jokers like Morton Downey at CBS. A sportscaster had just begun his fifteen-minute reading from a script when he was joined by Mr.

Downey, who proceeded to remove his shoes and socks. Next followed coat and trousers and then underwear, while the sports-caster helplessly continued his broadcast, testifying to the compelling power of the mike to command loyalty over modesty and the self-protective impulse.

Radio created the disk jockey, and elevated the gag writer into a major national role. Since the advent of radio, the gag has supplanted the joke, not because of gag writers, but because radio is a fast hot medium that has also rationed the reporter's space for stories.

Jean Shepherd of WOR in New York regards radio as a new medium for a new kind of novel that he writes nightly. The mike is his pen and paper. His audience and their knowledge of the daily events of the world provide his characters, his scenes, and moods. It is his idea that, just as Montaigne was the first to use the page to record his reactions to the new world of printed books, he is the first to use radio as an essay and novel form for recording our common awareness of a totally new world of universal human participation in all human events, private or collective.

To the student of media, it is difficult to explain the human indifference to social effects of these radical forces. The phonetic alphabet and the printed word that exploded the closed tribal world into the open society of fragmented functions and specialist knowledge and action have never been studied in their roles as a magical transformer. The antithetic electric power of instant information that reverses social explosion into implosion, private enterprise into organization man, and expanding empires into common markets, has obtained as little recognition as the written word. The power of radio to retribalize mankind, its almost instant reversal of individualism into collectivism, Fascist or Marxist, has gone unnoticed. So extraordinary is this unawareness that it is what needs to be explained. The transforming power of media is easy to explain, but the ignoring of this power is not at all easy to explain. It goes without saying that the universal ignoring of the psychic action of technology bespeaks some inherent function, some essential numbing of consciousness such as occurs under stress and shock conditions. The history of radio is instructive as an indicator of the bias and blindness induced in any society by its pre-existent technology. The word "wireless," still used for radio in Britain, manifests the negative "horseless-carriage" attitude toward a new form.

Early wireless was regarded as a form of telegraph, and was not seen even in relation to the telephone. David Sarnoff in 1916 sent a memo to the Director of the American Marconi Company that employed him, advocating the idea of a music box in the home. It was ignored. That was the year of the Irish Easter rebellion and of the first radio broadcast. Wireless had already been used on ships as ship-to-shore "telegraph." The Irish rebels used a ship's wireless to make, not a point-to-point message, but a diffused broadcast in the hope of getting word to some ship that would relay their story to the American press. And so it proved. Even after broadcasting had been in existence for some years, there was no commercial interest in it. It was the amateur operators or hams and their fans, whose petitions finally got some action in favor of the setting up of facilities.

There was reluctance

and opposition from the world of the press, which, in England, led to the formation of the BBC and the firm shackling of radio by newspaper and advertising interests. This is an obvious rivalry that has not been openly discussed. The restrictive pressure by the press on radio and TV is still a hot issue in Britain and in Canada.

But, typically, misunderstanding of the nature of the medium rendered the restraining policies quite futile. Such has always been the case, most notoriously in government censorship of the press and of the movies. Although the medium is the message, the controls go beyond programming. The restraints are always directed to the "content," which is always another medium.

The content of the press is literary statement, as the content of the book is speech, and the content of the movie is the novel. So the effects of radio are quite independent of its programming. To those who have never studied media, this fact is quite as baffling as literacy is to natives, who say, "Why do you write? Can't you remember?"

Thus, the commercial interests who think to render media universally acceptable, invariably settle for "entertainment" as a strategy of neutrality. A more spectacular mode of the ostrich-head-in-sand could not be devised, for it ensures maximal pervasiveness for any medium whatever. The literate community will always argue for a controversial or point-of-view use of press, radio, and movie that would in effect diminish the operation, not only of press, radio and movie, but of the book as well. The commercial entertainment strategy automatically ensures maximum speed and force of impact for any medium, on psychic and social life equally. It thus becomes a comic strategy of unwitting self-liquidation, conducted by those who are dedicated to permanence, rather than to change. In the future, the only effective media controls must take the thermostatic form of quantitative rationing. Just as we now try to control atom-bomb fallout, so we will one day try to control media fallout. Education will become recognized as civil defense against media fallout.

The only medium for which our education now offers some civil defense is the print medium. The educational establishment, founded on print, does not yet admit any other responsibilities.

Radio provides a speed-up of information that also causes acceleration in other media. It certainly contracts the world to village size, and creates insatiable village tastes for gossip, rumor, and personal malice. But while radio contracts the world to village dimensions, it hasn't the effect of homogenizing the village quarters.

Quite the contrary. In India, where radio is the supreme form of communication, there are more than a dozen official languages and the same number of official radio networks. The effect of radio as a reviver of archaism and ancient memories is not limited to Hitler's Germany. Ireland, Scotland, and Wales have undergone resurgence of their ancient tongues since the coming of radio, and the Israeli present an even more extreme instance of linguistic revival. They now speak a language which has been dead in books for centuries.

Radio is not only a mighty awakener of archaic memories, forces, and animosities, but a decentralizing, pluralistic force, as is really the case with all electric power and media.

Centralism of organization is based on the continuous, visual, lineal structuring that arises from phonetic literacy. At first, therefore, electric media merely followed the established patterns of literate structures. Radio was released from these centralist network pressures by TV. TV then took up the burden of centralism, from which it may be released by Telstar. With TV accepting the central network burden derived from our centralized industrial organization, radio was free to diversify, and to begin a regional and local community service that it had not known, even in the earliest days of the radio "hams." Since TV, radio has turned to the individual needs of people at different times of the day, a fact that goes with the multiplicity of receiving sets in bedrooms, bathrooms, kitchens, cars, and now in

pockets. Different programs are provided for those engaged in divers activities. Radio, once a form of group listening that emptied churches, has reverted to private and individual uses since TV The teenager withdraws from the TV group to his private radio.

This natural bias of radio to a close tie-in with diversified community groups is best manifested in the disk-jockey cults and in radio's use of the telephone in a glorified form of the old trunkline wire-tapping.

Plato, who had old-fashioned tribal ideas of political structure, said that the proper size of a city was indicated by the number of people who could hear the voice of a public speaker. Even the printed book, let alone radio, renders the political assumptions of Plato quite irrelevant for practical purposes. Yet radio, because of its ease of decentralized intimate relation with both private and small communities, could easily implement the Platonic political dream on a world scale.

The uniting of radio with phonograph that constitutes the average radio program yields a very special pattern quite superior in power to the combination of radio and telegraph press that yields our news and weather programs. It is curious how much more arresting are the weather reports than the news, on both radio and TV. Is not this because "weather" is now entirely an electronic form of information, whereas news retains much of the pattern of the printed word? It is probably the print and book bias of the BBC and the CBC

that renders them so awkward and inhibited in radio and TV

presentation. Commercial urgency, rather than artistic insight, fostered by contrast a hectic vivacity in the corresponding American operation.



The Timid Giant

Perhaps the most familiar and pathetic effect of the TV image is the posture of children in the early grades. Since TV,

children-regardless of eye condition --average about six and a half inches from the printed page. Our children are striving to carry over to the printed page the all-involving sensory mandate of the TV image.

With perfect psycho-mimetic skill, they carry out the commands of the TV image. They pore, they probe, they slow down and involve themselves in depth. This is what they had learned to do in the cool iconography of the comic-book medium. TV carried the process much further. Suddenly they are transferred to the hot print medium with its uniform patterns and fast lineal movemnt. Pointlessly they strive to read print in depth. They bring to print all their senses, and print rejects them. Print asks for th isolated and stripped-down visual faculty, not for the unified sensorium.

The Mackworth head-camera, when worn by children watching TV, has revealed that their eyes follow, not the actions, but the reactions.

The eyes scarcely deviate from the faces of the actors, even during scenes of violence. This head-camera shows by projection both the scene and the eye movement simultaneously. Such extraordinary behavior is another indication of the very cool and involving character of this medium.

On the Jack Paar show for March 8, 1963, Richard Nixon was Paared down and remade into a suitable TV image. It turns out that Mr. Nixon is both a pianist and a composer. With sure tact for the character of the TV medium, Jack Paar brought out this pianoforte side of Mr. Nixon, with excellent effect. Instead of the slick, glib, legal Nixon, we saw the doggedly creative and modest performer. A few timely touches like this would have quite altered the result of the Kennedy-Nixon campaign. TV is a medium that rejects the sharp personality and favors the presentation of processes rather than of products.

The adaptation of TV to processes, rather than to the neatly packaged products, explains the frustration many people experience with this medium in its political uses. An article by Edith Efron in TV

Guide (May 18-24, 1963) labeled TV "The Timid Giant," because it is unsuited to hot issues and sharply defined controversal topics:

"Despite official freedom from censorship, a self-imposed silence renders network documentaries almost mute on many great issues of the day." As a cool medium TV has, some feel, introduced a kind of rigor mortis into the body politic. It is the extraordinary degree of audience participation in the TV medium that explains its failure to tackle hot issues. Howard K. Smith observed: "The networks are delighted if you go into a controversy in a country 14,000 miles away.

They don't want real controversy, real dissent, at home." For people conditioned to the hot newspaper medium, which is concerned with the clash of views, rather than involvement in depth in a situation, the TV behavior is inexplicable.

Such a hot news item that concerns TV directly was headlined "It finally happened –a British film with English subtitles to explain the dialects." The film in question is the British comedy "Sparrows Don't Sing." A glossary of Yorkshire, Cockney, and other slang phrases has been printed for the customers so that they can figure out just what the subtitles mean. Sub subtitles are as handy an indicator of the depth effects of TV as the new "rugged" styles in feminine attire.

One of the most extraordinary developments since TV in England has been the upsurge of regional dialects. A regional brogue or "burr"

is the vocal equivalent of gaiter stockings. Such brogues undergo continual erosion from literacy. Their sudden prominence in England in areas in which previously one had heard only standard English is one of the most significant cultural events of our time. Even in the classrooms of Oxford and Cambridge, the local dialects are heard again. The undergraduates of those universities no longer strive to achieve a uniform speech. Dialectal speech since TV has been found to provide a social bond in depth, not possible with the artificial

"standard English" that began only a century ago.

An article on Perry Como bills him as "Low-pressure king of a high-pressure realm." The success of any TV performer depends on his achieving a low-pressure style of presentation, although getting his act on the air may require much high-pressure organization.

Castro may be a case in point. According to Tad Szulc's story on

"Cuban Television's One-man Show" (The Eighth Ait), m his seemingly improvised 'as-I-go-along' style he can evolve politics and govern his country梤ight on camera." Now, Tad Szulc is under the illusion that TV is a hot medium, and suggests that in the Congo

"television might have helped Lumumba to incite the masses to even greater turmoil and bloodshed." But he is quite wrong. Radio is the medium for frenzy, and it has been the major means of hotting up the tribal blood of Africa, India, and China, alike. TV has cooled Cuba down, as it is cooling down America. What the Cubans are getting by TV is the experience of

being directly engaged in the making of political decisions. Castro presents himself as a teacher, and as Szulc says, "manages to blend political guidance and education with propaganda so skillfully that it is often difficult to tell where one begins and the other ends."

Exactly the same mix is used in entertainment in Europe and America alike. Seen outside the United States, any American movie looks like subtle political propaganda. Acceptable entertainment has to flatter and exploit the cultural and political assumptions of the land of its origin. These unspoken presuppositions also serve to blind people to the most obvious facts about a new medium like TV.

In a group of simulcasts of several media done in Toronto a few years back, TV did a strange flip. Four randomized groups of university students were given the same information at the same time about the structure of preliterate languages. One group received it via radio, one from TV, one by lecture, and one read it.

For all but the reader group, the information was passed along in straight verbal flow by the same speaker without discussion or questions or use of blackboard. Each group had half an hour of exposure to the material. Each was asked to fill in the same quiz afterward. It was quite a surprise to the experimenters when the students performed better with TV-channeled information and with radio than they did with lecture and print --and the TV group stood well above the radio group. Since nothing had been done to give special stress to any of these four media, the experiment was repeated with other randomized groups. This time each medium was allowed full opportunity to do its stuff. For radio and TV, the material was dramatized with many auditory and visual features. The lecturer took full advantage of the blackboard and class discussion. The printed form was embellished with an imaginative use of typography and page layout to stress each point in the lecture. All of these media had been "epped up to high intensity for this repeat of the original per- "nance. Television and radio once again showed results high above lecture and print. Unexpectedly to the testers however, radio now stood significantly above television. It was a long tune before the obvious reason declared itself, namely that TV is a cool participant medium. When hotted up by dramatization and stingers, it performs less well because there is less opportunity for participation. Radio is a hot medium. When given additional intensity, it performs better. It doesn't invite the same degree of participation in its users. Radio will serve as background-sound or as noise-level control, as when the ingenious teenager employs it as a means of privacy. TV will not work as background. It engages you. You have to be with it, (The phrase has gained acceptance since TV)

A great many things will not work since the arrival of TV. Not only the movies, but the national magazines as well, have been hit very hard by this new medium. Even the comic books have declined greatly.

Before TV, there had been much concern about why Johnny couldn't read. Since TV, Johnny has acquired an entirely new set of perceptions. He is not at all the same. Otto Preminger, director of Aiatomy of a Murder and other hits, dates a great change in movie making and viewing from the very first year of general TV

programming. "In 1951," he wrote, “I started a fight to get the release in motion-picture theaters of The Moon Is Blue after the production code approval was refused. It was a small fight and I won it."

(Toronto Daily Star, October 19, 1963) He went on to say, "The very fact that it was the word 'virgin' that was objected to in The Moon Is Blue is today laughable, almost incredible." Otto Preminger considers that American movies have advanced toward maturity owing to the influence of TV The cool TV medium promotes depth structures in art and entertainment alike, and creates audience involvement in depth as well. Since nearly all our technologies and entertainment since Gutenberg have been not cool, but hot; and not deep, but fragmentary; not producer-oriented, but

consumer-oriented there is scarcely a single area of established relationships, fromhome

and church to school and market, that has not been profoundly disturbed in its pattern and texture.

The psychic and social disturbance created by the TV image and not the TV programming, occasions daily comment in the press.

Raymond Burr, who plays Perry Mason, spoke to the National Association of Municipal Judges, reminding them that, "Without our laymen's understanding and acceptance, the laws which you apply and the courts in which you preside cannot continue to exist." What Mr. Burr omitted to observe was that the Perry Mason TV program, in which he plays the lead, is typical of that intensely participational kind of TV experience that has altered our relation to the laws and the courts.

The mode of the TV image has nothing in common with film or photo, except that it offers also a nonverbal gestalt or posture of forms.

With TV, the viewer is the screen. He is bombarded with light impulses that James Joyce called the "Charge of the Light Brigade"

that imbues his "soulskin with sobconscious inklings." The TV image is visually low in data. The TV image is not a still shot. It is not photo in any sense, hut a ceaselessly forming contour of things limned by the scanning-finger. The resulting plastic contour appears by light through, not light on, and the image so formed has the quality of sculpture and icon, rather than of picture. The TV image offers some three million dots per second to the receiver. From these he accepts only a few dozen each instant, from which to make an image.

The film image offers many more millions of data per second, and the viewer does not have to make the same drastic reduction of items to form his impression. He tends instead to accept the full image as a package deal. In contrast, the viewer of the TV mosaic, with technical control of the image, unconsciously reconfigures the dots into an abstract work of art on the pattern of a Seurat or Rouault.

If anybody were to ask whether all this would change if technology stepped up the character of the TV image to movie data level, one could only counter by inquiring,

"Could we alter a cartoon by adding details of perspective and light and shade?" The answer is "Yes," only it would then no longer be a cartoon. Nor would "improved" TV be television. The TV image is now a mosaic mesh of light and dark spots which a movie shot never is, even when the quality of the movie image

is very poor.

As in any other mosaic, the third dimension is alien to TV, but it can be superimposed. In TV the illusion of the third dimension is provided slightly by the stage sets in the studio; but the TV image itself is a flat two-dimensional mosaic. Most of the three-dimensional illusion is a carry-over of habitual viewing of film and photo. For the TV camera does not have a built-in angle of vision like die movie camera. Eastman Kodak now has a two-dimensional camera that can match the flat effects of the TV camera. Yet it is hard for literate people, with their habit of fixed points of view and three-dimensional vision, to understand the properties of two-dimensional vision. If it had been easy for them, they would have had no difficulties with abstract art, General Motors would not have made a mess of motorcar design, and the picture magazine would not be having difficulties now with the relationship between features and ads. The TV image requires each instant that we "close" the spaces in the mesh by a convulsive sensuous participation that is profoundly kinetic and tactile, because tactility is the interplay of the senses, rather than the isolated contact of skin and object.

To contrast it with the film shot, many directors refer to the TV image as one of "low definition," in the sense that it offers little detail and a low degree of information, much like the cartoon. A TV close-up provides only as much information as a small section of a long-shot on the movie screen. For lack of observing so central an aspect of the TV image, the critics of program "content" have talked nonsense about "TV violence." The spokesmen of censorious views are typically semiliterate book-oriented individuals who have no competence in the

grammars of newspaper, or radio, or of film, but who look askew and askance at all non-book media. The simplest question about any psychic aspect, even of the book medium, throws these people into a panic of uncertainty. Vehemence of projection of a single isolated attitude they mistake for moral vigilance. Once these censors became aware that in all cases "the medium is the message" or the basic source of effects, they would turn to suppression of media as such, instead of seeking "content" control. Their current assumption that content or programming is the factor that influences outlook and action is derived from the book medium, with its sharp cleavage between form and content.

Is it not strange that TV should have been as revolutionary a medium in America in the 1950s as radio in Europe in the 1930s?

Radio, the medium that resuscitated the tribal and kinship webs of the European mind in the 1920s and 1930s, had no such effect in England or America. There, the erosion of tribal bonds by means of literacy and its industrial extensions had gone so far that our radio did not achieve any notable tribal reactions. Yet ten years of TV

have Europeanized even the United States, as witness its changed feelings for space and personal relations. There is new sensitivity to the dance, plastic arts, and architecture, as well as the demand for the small car, the paperback, sculptural hairdos and molded dress effects --to say nothing of a new concern for complex effects in cuisine and in the use of wines. Notwithstanding, it would be misleading to say that TV will retribalize England and America. The action of radio on the world of resonant speech and memory was hysterical. But TV has certainly made England and America vul-nerable to radio where previously they had immunity to a great degree. For good or ill, the TV image has exerted a unifying synesthetic force on the sense-life of these intensely literate populations, such as they have lacked for centuries. It is wise to withhold all value judgments when studying these

media matters, since their effects are not capable of being isolated.

Synesthesia, or unified sense and imaginative life, had long seemed an unattainable dream to Western poets, painters, and artists in general. They had looked with sorrow and dismay on the fragmented and impoverished imaginative life of Western literate man in the eighteenth century and later. Such was the message of Blake and Pater, Yeats and D. H. Lawrence, and a host of other great figures.

They were not prepared to have their dreams realized in everyday life by the esthetic action of radio and television. Yet these massive extensions of our central nervous systems have enveloped Western man in a daily session of synesthesia. The Western way of life attained centuries since by the rigorous separation and specialization of the senses, with the visual sense atop the hierarchy, is not able to withstand the radio and TV waves that wash about the great visual structure of abstract Individual Man. Those who, from political motives, would now add their force to the anti-individual action of our electric technology are puny subliminal automatons aping the patterns of the prevailing electric pressures. A century ago they would, with equal somnambulism, have faced in the opposite direction. German Romantic poets and philosophers had been chanting in tribal chorus for a return to the dark unconscious for over a century before radio and Hitler made such a return difficult to avoid.

What is to be thought of people who wish such a return to preliterate ways, when they have no inkling of how the civilized visual way was ever substituted for tribal auditory magic?

At this hour, when Americans are discovering new passions for skin-diving and the wraparound space of small cars, thanks to the indomitable tactile promptings of the TV image, the same image is inspiring many English people with race feelings of tribal exclusiveness. Whereas highly literate Westerners have always idealized the condition of integration of races, it has been their literate culture that made impossible real uniformity among races. Literate man naturally dreams of visual solutions to the problems of human differences. At the end of the nineteenth century, this kind of dream suggested similar dress and education for both men and women. The failure of the sex-integration programs has provided the theme of much of the literature and psychoanalysis of the twentieth century. Race integration, undertaken on the basis of visual uniformity, is an extension of the same cultural strategy of literate man, for whom differences always seem to need eradication, both in sex and in race, and in space and in time. Electronic man, by becoming ever more deeply involved in the actualities of the human condition, cannot accept the literate cultural strategy. The Negro will reject a plan of visual uniformity as definitely as women did earlier, and for the same reasons. Women found that they had been robbed of their distinctive roles and turned into fragmented citizens in "a man's world." The entire approach to these problems in terms of uniformity and social homogenization is a final pressure of the mechanical and industrial technology. Without moralizing, it can be said that the electric age, by involving all men deeply in one another, will come to reject such mechanical solutions. It is more difficult to provide uniqueness and diversity than it is to impose the uniform patterns of mass education; but it is such uniqueness and diversity that can be fostered under electric conditions as never before.

Temporarily, all preliterate groups in the world have begun to feel the explosive and aggressive energies that are released by the onset of the new literacy and mechanization. These explosions come just at a time when the new electric technology combines to make us share them on a global scale.

The effect of TV, as the most recent and spectacular electric extension of our central nervous system, is hard to grasp for various reasons. Since it has affected the totality of our lives, Personal and social and political, it would be quite unrealistic to attempt a "systematic" or visual presentation of such influence.

Instead, it is more feasible to "present" TV as a complex gestalt of data gathered almost at random.

The TV image is of low intensity or definition, and, therefore, unlike film, it does not afford detailed information about objects. The difference is akin to that between the old manuscripts and the printed word. Print gave intensity and uniform precision, where before there had been a diffuse texture. Print brought in the taste for exact measurement and repeatability that we now associate with science and mathematics.

The TV producer will point out that speech on television must not have the careful precision necessary in the theater. The TV actor does not have to project either his voice or himself. Likewise, TV

acting is so extremely intimate, because of the peculiar involvement of the viewer with the completion or "closing" of the TV image, that the actor must achieve a great degree of spontaneous casualness that would be irrelevant in movie and lost on stage. For the audience participates in the inner life of the TV actor as fully as in the outer life of the movie star. Technically, TV tends to be a close-up medium.

The close-up that in the movie is used for shock is, on TV, a quite casual thing. And whereas a glossy photo the size of the TV screen would show a dozen faces in adequate detail, a dozen faces on the TV screen are only a blur.

The peculiar character of the TV image in its relation to the actor causes such familiar reactions as our not being able to recognize in real life a person whom we see every week on TV Not many of us are as alert as the kindergartener who said to Garry Moore, "How did you get off TV?" Newscasters and actors alike report the frequency with which they are approached by people who feel they've met them before. Joanne Woodward in an interview was asked what was the difference between being a movie star and a TV actress. She replied:

When I was in the movies I heard people say, 'There goes Joanne Woodward.' Now they say, "There goes somebody I think I know.

The owner of a Hollywood hotel in an area where many movie and TV actors reside reported that tourists had switched their allegiance to TV stars. Moreover, most TV stars are men that is, 'cool characters," while most movie stars are women since they can be presented as "hot" characters. Men and women movie stars alike, along with the entire star system, have tended to dwindle into a more moderate status since TV. The movie is a hot, high-definition medium. Perhaps the most interesting observation of the hotel proprietor was that the tourists wanted to see Perry Mason and Wyatt Earp. They did not want to see Raymond Burr and Hugh O'Brian. The old movie-fan tourists had wanted to see their favorites as they were in real life, not as they were in their film roles. The fans of the cool TV medium want to see their star in role, whereas the movie fans want the real


A similar reversal of attitudes occurred with the printed book. There was little interest in the private lives of authors under manuscript or scribal culture. Today the comic strip is close to the pre-print woodcut and manuscript form of expression. Walt Kelly's Pogo looks very much indeed like a gothic page. Yet in spite of great public interest in the comic-strip form, there is as little curiosity about the private lives of these artists as about the lives of popular-song writers. With print, the private life became of the utmost concern to readers. Print is a hot medium. It projects the author at the public as the movie did. The manuscript is a cool medium that does not project the author, so much as involve the reader. So with TV. The viewer is involved and participant. The role of the TV star, in this way, seems more fascinating than his private life. It is thus that the student of media, like the psychiatrist, gets more data from his informants than they themselves have perceived. Everybody experiences far more than he understands. Yet it is experience, rather than

understanding, that influences behavior, especially in collective matters of media and technology, where the individual is almost inevitably unaware of their effect upon him.

Some may find it paradoxical that a cool medium like TV should be so much more compressed and condensed than a hot medium like film. But it is well known that a half minute of television is equal to three minutes of stage or vaudeville. The same is true of manuscript in contrast to print. The "cool" manuscript tended toward compressed forms of statement, aphoristic and allegorical. The "hot"

print medium expanded expression in the direction of simplification and the "spelling-out" of meanings. Print speeded up and "exploded"

the compressed script into simpler fragments.

A cool medium, whether the spoken word or the manuscript or TV, leaves much more for the listener or user to do than a hot medium. If the medium is of high definition, participation is low. If the medium is of low intensity, the participation is high. Perhaps this is why lovers mumble so.

Because the low definition of TV insures a high degree of audience involvement, the most effective programs are those that present situations which consist of some process to be completed. Thus, to use TV to teach poetry would permit the teacher to concentrate on the poetic process of actual making, as it pertained to a particular poem. The book form is quite unsuited to this type of involved presentation. The same salience of process of do-it-yourself-ness and depth involvement in the TV image extends to the art of the TV

actor. Under TV conditions, he must be alert to improvise and to embellish every phrase and verbal resonance with details of gesture and posture, sustaining that intimacy with the viewer which is not possible on the massive movie screen or on the stage.

There is the alleged remark of the Nigerian who, after seeing a TV

western, said delightedly, "I did not realize you valued human life so little in the West." Offsetting this remark is the behavior of our children in watching TV westerns. When equipped with the new experimental head-cameras that follow their eye movements while watching the image, children keep their eyes on the faces of the TV actors. Even during physical violence their eyes remain concentrated on the facial reactions, rather than on the eruptive action. Guns, knives, fists, all are ignored in preference for the facial expression. TV is not so much an action, as a re-action, medium.

The yen of the TV medium for themes of process and complex reactions has enabled the documentary type of film to come to the fore. The movie can handle process superbly, but the movie viewer is more disposed to be a passive consumer of actions, rather than a participant in reactions. The movie 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 meager 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.

It is no accident that such major movie stars as Rita Hayworth, Liz Taylor, and Marilyn Monroe ran into troubled waters in the new TV

age. They ran into an age that questioned all the "hot" media values of the pre-TV consumer days. The TV image challenges the values of fame as much as the values of consumer goods. "Fame to me,"

said Marilyn Monroe, "certainly is only a

temporary and a partial happiness. Fame is not really for a daily diet, that's not what fulfills you-----I think that when you are famous every weakness is exaggerated. This industry should behave to its stars like a mother whose child has just run out in front of a car. But instead of clasping the child to them they start punishing the child."

The movie community is now getting clobbered by TV, and lashes out at anybody in its bewildered petulance. These words of the great movie puppet who wed Mr. Baseball and Mr. Broadway are surely a portent. If many of the rich and successful figures in America were to question publicly the absolute value of money and success as means to happiness and human welfare, they would offer no more shattering a precedent than Marilyn Monroe. For nearly fifty years, Hollywood had offered "the fallen woman" a way to the top and a way to the hearts of all. Suddenly the love-goddess emits a horrible cry, screams that eating people is wrong, and utters denunciations of the whole way of life. This is exactly the mood of the suburban beatniks. They reject a fragmented and specialist consumer life for anything that offers humble involvement and deep commitment. It is the same mood that recently turned girls from specialist careers to early marriage and big families. They switch from jobs to roles. The same new preference for depth participation has also prompted in the young a strong drive toward religious experience with rich liturgical overtones. The liturgical revival of the radio and TV age affects even the most austere Protestant sects. Choral chant and rich vestments have appeared in every quarter. The ecumenical movement is synonymous with electric technology.

Just as TV, the mosaic mesh, does not foster perspective in art, it does not foster lineality in living. Since TV, the assembly line has disappeared from industry. Staff and line structures have dissolved in management. Gone are the stag line, the party line, the receiving line, and the pencil line from the backs of nylons. '

With TV came the end of bloc voting in politics, a form of specialism and fragmentation that won't work since TV Instead of the voting bloc, we have the icon, the inclusive image. Instead of a political viewpoint or platform, the inclusive political posture or stance. Instead of the product, the process. In periods of new and rapid growth there is a blurring of outlines. In the TV image we have the supremacy of the blurred outline, itself the maximal incentive to growth and new

"closure" or completion, especially for a consumer culture long related to the sharp visual values that had become separated from the other senses. So great is the change in American lives, resulting from the loss of loyalty to the consumer package in entertainment and commerce, that every enterprise, from Madison Avenue and General Motors to Hollywood and General Foods, has been shaken thoroughly and forced to seek new strategies of action. What electric implosion or contraction has done inter-personally and inter-nationally, the TV image does intra-personally or intra-sensuously.

It is not hard to explain this sensuous revolution to painters and sculptors, for they have been striving, ever since Cezanne abandoned perspective illusion in favor of structure in painting, to bring about the very change that TV has now effected on a fantastic scale. TV is the Bauhaus program of design and living, or the Montessori educational strategy, given total technological extension and commercial sponsorship. The aggressive lunge of artistic strategy for the remaking of Western man has, via TV, become a vulgar sprawl and an overwhelming splurge in American life.

It would be impossible to exaggerate the degree to which this image has disposed America to European modes of sense and sensibility.

America is now Europeanizing as furiously as Europe is Americanizing. Europe, during the Second War, developed much of the industrial technology needed for its first mass consumer phase.

It was, on the other hand, the First War that had readied America for the same consumer "take-off." It took the

electronic implosion to dissolve the nationalist diversity of a splintered Europe, and to do for it what the industrial explosion had done for America. The industrial explosion that accompanies the fragmenting expansion of literacy and industry was able to exert little unifying effect in the European world with its numerous tongues and cultures. The Napoleonic thrust had utilized the combined force of the new literacy and early industrialism. But Napoleon had had a less homogenized set of materials to work with than even the Russians have today. The homogenizing power of the literate process had gone further in America by 1800 than anywhere in Europe. From the first, America took to heart the print technology for its educational, industrial, and political life; and it was rewarded by an unprecedented pool of standardized workers and consumers, such as no culture had ever had before. That our cultural historians have been oblivious of the homogenizing power of typography, and of the irresistible strength of homogenized populations, is no credit to them. Political scientists have been quite unaware of the effects of media anywhere at any time, simply because nobody has been willing to study the personal and social effects of media apart from their "content."

America long ago achieved its Common Market by mechanical and literate homogenization of social organization. Europe is now getting a unity under the electric auspices of compression and interrelation.

Just how much homogenization via literacy is needed to make an effective producer consumer group in the postmechanical age, in the age of automation, nobody has ever asked. For it has never been fully recognized that the role of literacy in shaping an industrial economy is basic and archetypal. Literacy is indispensable for habits of uniformity at all times and places. Above all, it is needed for the workability of price systems and markets. This factor has been ignored exactly as TV is now being ignored, for TV fosters many preferences that are quite at variance with literate uniformity and repeatability. It has sent

Americans questing for every sort of oddment and quaintness in objects from out of their storied past. Many Americans will now spare no pains or expense to get to taste some new wine or food.

The uniform and repeatable now must yield to the uniquely askew, a fact that is increasingly the despair and confusion of our entire standardized economy.

The power of the TV mosaic to transform American innocence into depth sophistication, independently of "content," is not mysterious if looked at directly. This mosaic TV image had already been adumbrated in the popular press that grew up with the telegraph.

The commercial use of the telegraph began in 1844 in America, and earlier in England. The electric principle and its implications received much attention in Shelley's poetry. Artistic rule-of-thumb usually anticipates the science and technology in these matters by a full generation or more. The meaning of the telegraph mosaic in its journalistic manifestations was not lost to the mind of Edgar Allan Poe. He used it to establish two startlingly new inventions, the symbolist poem and the detective story. Both of these forms require do it yourself participation on the part of the reader. By offering an incomplete image or process, Poe involved his readers in the creative process in a way that Baudelaire, Valery, T. S. Eliot, and many others have admired and followed. Poe had grasped at once the electric dynamic as one of public participation in creativity.

Nevertheless, even today the homogenized consumer complains when asked to participate in creating or completing an abstract poem or painting or structure of any kind. Yet Poe knew even then that participation in depth followed at once from the telegraph mosaic. The more lineal and literal-minded of the literary brahmins

"just couldn't see it." They still can't see it. They prefer not t0

participate in the creative process. They have accommodated themselves to the completed packages, in prose and verse and in Ae plastic arts. It is these people who must confront, in every classroom in the land, students who have accommodated

themselves to the tactile and nonpictorial modes of symbolist and mythic structures, thanks to the TV image.

Life magazine for August 10, 1962, had a feature on how "Too Many Subteens Grow Up Too Soon and Too Fast." There was no observation of the fact that similar speed of growth and pre-conciousness have always been the norm in tribal cultures and in nonliterate societies. England and America fostered the institution of prolonged adolescence by the negation of the tactile participation that is sex. In this, there was no conscious strategy, but rather a general acceptance of the consequences of prime stress on the printed word and visual values as a means of organizing personal and social life. This stress led to triumphs of industrial production and political conformity that were their own sufficient warrant.

Respectability, or the ability to sustain visual inspection of one's life, became dominant. No European country allowed print such precedence. Visually, Europe has always been shoddy in American eyes. American women, on the other hand, who have never been equaled in any culture for visual turnout, have always seemed abstract, mechanical dolls to Europeans. Tactility is a supreme value in European life. For that reason, on the Continent there is no adolescence, but only the leap from childhood to adult ways. Such is now the American state since TV, and this state of evasion of adolescence will continue. The introspective life of long, long thoughts and distant goals, to be pursued in lines of Siberian railroad kind, cannot coexist with the mosaic form of the TV image that commands immediate participation in depth and admits of no delays.

The mandates of that image are so various yet so consistent that even to mention them is to describe the revolution of the past decade.

The phenomenon of the paperback, the book in "cool" version, can head this list of TV mandates, because the TV transformation of book culture into something else is manifested at that point.

Europeans have had paperbacks from the first. From

the beginnings of the automobile, they have preferred the wraparound space of the small car. The pictorial value of "enclosed space" for book, car, or house has never appealed to them

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