Unlike previous environmental changes, the electric media constitutes a total and near-instanteous transformation of culture, values and attitudes. - Marshall McLuhan

As forms, as media, the book and the newspaper would seem to be as incompatible as any two media could be. The owners of media always endeavor to give the public what it wants, because they sense that their power is in the medium and not in the message or the program.

Humor as a system of communications and as a probe of our environment — of what's really going on — affords us our most appealing anti-environmental tool. It does not deal in theory, but in immediate experience, and is often the best guide to changing perceptions.

Languages are environments to which the child related synesthetically. (p. 166)