The medium, or process, of our time - electric technology is reshaping and restructuring patterns of social interdependence and every aspect of our personal life. It is forcing us to reconsider and re-evaluate practically every thought, every action.

The greatest propaganda in the world is our mother tongue, that is what we learn as children, and which we learn unconsciously. That shapes our perceptions for life. That is propaganda at its most extreme form.

In television, images are projected at you. You are the screen. The images wrap around you. You are the vanishing point.

Electricity does not centralize, but decentralizes.

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.

A successful book cannot afford to be more than ten percent new.

Any expensive ad represents the toil, attention, testing, wit, art, and skill of many people. Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials.