The gutenberg galaxy 127 pouring the water out and then rubbing it into the ground so no mosquito could breed and very carefully putting this tin in a basket on the back of a donkey. This was to 6 H.M.McLuhan, “The Effect of the Printed Book on Language in the Sixteenth Century,” in Explorations in Communication, pp. 125–35. 7 “Film Literacy in Africa,” Canadian Communications, vol. I, no. 4, summer, 1961, pp. 7–14. show how you disposed of rubbish. It was like the man in the park with a spiked stick, picking up the bits of paper and putting them in the sack. All this was done very slowly to show how important it was to pick up those things because of mosquitoes breeding in standing water. The cans were all very carefully taken away and disposed of in the ground and covered up so there would be no more standing water. The film was about five minutes long. The chicken appeared for a second in this kind of setting. Question: Do you literally mean that when you talked with the audience you came to believe that they had not seen anything else but the chicken? Wilson: We simply asked them: What did you see in this film? Question: Not what did you think? Wilson: No, what did you see? Question: How many people were in the viewing audience of whom you asked this question? Wilson: 30-odd. Question: No one gave you a response other than “We saw the chicken”? Wilson: No, this was the first quick response—“We saw a chicken” Question: They did see a man, too? Wilson: Well, when we questioned them further they had seen a man, but what was really interesting was they hadn’t made a whole story out of it, and in point of fact, we discovered afterwards that they hadn’t s