consumer commodity. For with silent film we automatically provide sound for ourselves by way of "closure" or completion. And when it is filled in for us there is very much less participation in the work of the image. Again, it has been found that nonliterates do not know how to fix their eyes, as Westerners do, a few feet in front of the movie screen, or some distance in front of a photo. The result is that they move their eyes over photo or screen as they might their hands. It is this same habit of using the eyes as hands that makes European men so "sexy" to American women. Only an extremely literate and abstract society learns to fix the eyes, as we must learn to do in reading the printed page. For those who thus fix their eyes, perspective results. There is great subtlety and synesthesia in native art, but no perspective. The old belief that everybody really saw in perspective, but only that Renaissance painters had learned how to paint it, is erroneous. Our own first TV generation is rapidly losing this habit of visual perspective as a sensory modality, and along with this change comes an interest in words, not as visually uniform and continuous, but as unique worlds in depth. Hence the craze for puns and wordplay, even in sedate ads. In terms of other media such as the printed page, film has the power to store and to convey a great deal of information. In an instant it presents a scene of landscape with figures that would require several pages of prose to describe. In the next instant it repeats, and can go on repeating, this detailed information. The writer, on the other hand, has no means of holding a mass of detail before his reader in a large bloc or gestalt. As the photograph urged the painter in the direction of abstract, sculptural art, so the film has confirmed the writer in verbal economy and depth symbolism where the film cannot rival him. Another facet of the sheer quantity of data possible in a movie shot is exemplified in historical films like Henry V or Richard III Here extensive research went into the making of the sets and
Understanding Media by Marshall McLuhan Page 317 Page 319