The reader must come armed , in a serious state of intellectual readiness. This is not easy because he comes to the text alone. In reading, one's responses are isolated, one'sintellect thrown back on its own resourses. To be confronted by the cold abstractions of printed sentences is to look upon language bare, without the assistance of either beauty or community. Thus, reading is by its nature a serious business. It is also, of course, an essentially rational activity.
Neil PostmanTelevision screens saturated with commercials promote the utopian and childish idea that all problems have fast, simple, and technological solutions. You must banish from your mind the naive but commonplace notion that commercials are about products. They are about products in the same sense that the story of Jonah is about the anatomy of whales.
Neil PostmanWhat the advertiser needs to know is not what is right about the product but what is wrong about the buyer.
Neil PostmanIf we may say that the Age of Andrew Jackson took political life out of the hands of aristocrats and turned it over to the masses, then we may say, with equal justification, that the Age of Television has taken politics away from the adult mind altogether.
Neil Postman