Even mud gives the illusion of depth.

The medium is the message" because it is the medium that shapes and controls the search and form of human associations and action.

In Tetrad form, the artifact is seen to be not neutral or passive, bur an active logos or utterance of the human mind or body that transforms the user and his ground.

Gramophone and movies were merely the mechanization of speech and gesture. But the radio and TV were not just the electronification of speech and gesture but the electronification of the entire range of human personal expressiveness. With electronification the flow is taken out of the wire and into the vacuum tube circuit, which confers freedom and flexibility such as are in metaphor and in words themselves.

We don't know who discovered water, but we know it wasn't the fish.

The genteel is a mighty catafalque of service-with-a-smile and flattering solicitude smothering every spontaneous movement of thought or feeling.

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 the 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.