Our priests and presidents, our surgeons and lawyers, our educators and newscasters need worry less about satisfying the demands of their discipline than the demands of good showmanship.

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.

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?

As a culture moves from orality to writing to printing to televising, its ideas of truth move with it.

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

But in the end, science does not provide the answers most of us require. Its story of our origins and of our end is, to say the least, unsatisfactory. To the question, "How did it all begin?", science answers, "Probably by an accident." To the question, "How will it all end?", science answers, "Probably by an accident." And to many people, the accidental life is not worth living. Moreover, the science-god has no answer to the question, "Why are we here?" and, to the question, "What moral instructions do you give us?", the science-god maintains silence.

When a population becomes distracted by trivia, when cultural life is redefined as a perpetual round of entertainments, when serious public conversation becomes a form of baby-talk, when, in short, a people become an audience, and their public business a vaudeville act, then a nation finds itself at risk; culture-death is a clear possibility.