the form of an entertaining illusion. Physiologists had very much to do with the development of film, as they did with the telephone. On film the mechanical appears as organic, and the growth of a flower can be portrayed as easily and as freely as the movement of a horse. If the movie merges the mechanical and organic in a world of undulating forms, it also links with the technology of print. The reader in projecting words, as it were, has to follow the black and white sequences of stills that is typography, providing his own sound track. He tries to follow the contours of the author's mind, at varying speeds and with various illusions of understanding. It would be difficult to exaggerate the bond between print and movie in terms of their power to generate fantasy in the viewer or reader. Cervantes devoted his Don Quixote entirely to this aspect of the printed word and its power to create what James Joyce throughout Finnegcms Wake designates as "the ABCED-minded," which can be taken as "ab-said" or "ab-sent," or just alphabetically controlled. The business of the writer or the film-maker is to transfer the reader or viewer from one world, his own, to another, the world created by typography and film. That is so obvious, and happens so completely, that those undergoing the experience accept it subliminally and without critical awareness. Cervantes lived in a world in which print was as new as movies are in the West, and it seemed obvious to him that print, like the images now on the screen, had usurped the real world. The reader or spectator had become a dreamer under their spell, as Rene Clair said of film in 1926. Movies as a nonverbal form of experience are like photography, a form of statement without syntax. In fact, however, like the print and the photo, movies assume a high level of literacy in their users and prove baffling to the nonliterate. Our literate acceptance of the mere movement of the camera eye as it follows or drops a figure from view is not acceptable to an African film
Understanding Media by Marshall McLuhan Page 314 Page 316