Because he did not have time to read every new book in his field, the great Polish anthropologist Bronislaw Malinowski used a simple and efficient method of deciding which ones were worth his attention: Upon receiving a new book, he immediately checked the index to see if his name was cited, and how often. The more "Malinowski" the more compelling the book. No "Malinowski", and he doubted the subject of the book was anthropology at all.

It is not entirely true that a TV producer or reporter has complete control over the contents of programs. The interests and inclinations of the audience have as much to do with the what is on television as do the ideas of the producer and reporter.

Typography fostered the modern idea of individuality, but it destroyed the medieval sense of community and integration.

It is a mistake to suppose that any technological innovation has a one-sided effect. Every technology is both a burden and a blessing; not either-or, but this-and-that.

The television commercial is not at all about the character of products to be consumed. It is about the character of the consumers of products. (128)

Through the computer, the heralds say, we will make education better, religion better, politics better, our minds better — best of all, ourselves better. This is, of course, nonsense, and only the young or the ignorant or the foolish could believe it.

It is inescapable that every culture must negotiate with technology, whether it does so intelligently or not. A bargain is struck in which technology giveth and technology taketh away.