[It] is not that television is entertaining but that it has made entertainment itself the natural format for the representation of all experience. […] The problem is not that television presents us with entertaining subject matter but that all subject matter is presented as entertaining. (87)

Voting, we might even say, is the next to last refuge of the politically impotent. The last refuge is, of course, giving your opinion to a pollster, who will get a version of it through a desiccated question, and then will submerge it in a Niagara of similar opinions, and convert them into--what else?--another piece of news. Thus we have here a great loop of impotence: The news elicits from you a variety of opinions about which you can do nothing except to offer them as more news, about which you can do nothing.

We had learned how to invent things, and the question of why we invent things receded in importance. The idea that if something could be done it should be done was born in the nineteenth century. And along with it, there developed a profound belief in all the principles through which invention succeeds: objectivity, efficiency, expertise, standardization, measurement, and progress. It also came to be believed that the engine of technological progress worked most efficiently when people are conceived of not as children of God or even as citizens but as consumers-that is to say, as markets.

But it is much later in the game now, and ignorance of the score is inexcusable. To be unaware that a technology comes equipped with a program for social change, to maintain that technology is neutral, to make the assumption that technology is always a friend to culture is, at this late hour, stupidity plain and simple.

People like ourselves may see nothing wondrous in writing, but our anthropologists know how strange and magical it appears to a purely oral people - a conversation with no one and yet with everyone. What could be stranger than the silence one encounters when addressing a question to a text? What could be more metaphysically puzzling than addressing an unseen audience, as every writer of books must do? And correcting oneself because one knows that an unknown reader will disapprove or misunderstand?

Watching television requires no skills and develops no skills. That is why there is no such thing as remedial television-watching.

What the advertiser needs to know is not what is right about the product but what is wrong about the buyer.