What The Advertiser Needs To

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.

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.

Technology Always Has Unforeseen Consequences, And It Is Not Always Clear, At The Beginning, Who Or What Will Win, And Who Or What Will Lose.

The Idea Of Taking What People Call The 'entertainment Culture' As A Focus Of Study, Including Historical Perspective, Is Not A Bad Idea.

Education Research: This Is A Process Whereby Serious Educators Discover Knowledge That Is Well Known To Everybody, And Has Been For Several Centuries. Its Principal Characteristic Is That No One Pays Any Attention To It.