What The Advertiser Needs To

Television Is Altering The Meaning Of 'being Informed' By Creating A Species Of Information That Might Properly Be Called Disinformation. Disinformation Does Not Mean False Information. It Means Misleading Information - Misplaced, Irrelevant, Fragmented Or Superficial Information - Information That Creates The Illusion Of Knowing Something, But Which In Fact Leads One Away From Knowing.

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.

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.

Television 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.

When Two Human Beings Get Together, They're Co-present, There Is Built Into It A Certain Responsibility We Have For Each Other, And When People Are Co-present In Family Relationships And Other Relationships, That Responsibility Is There. You Can't Just Turn Off A Person. On The Internet, You Can.