frontiers and cultural barriers, and involves us in The Family of Man, regardless of any particular point of view. A picture of a group of persons of any hue whatever is a picture of people, not of "colored people." That is the logic of the photograph, politically speaking. But the logic of the photograph is neither verbal nor syntactical, a condition which renders literary culture quite helpless to cope with the photograph. By the same token, the complete transformation of human sense-awareness by this form involves a development of self-consciousness that alters facial expression and cosmetic makeup as immediately as it does our bodily stance, in public or in private. This fact can be gleaned from any magazine or movie of fifteen years back. It is not too much to say, therefore, that if outer posture is affected by the photograph, so with our inner postures and the dialogue with ourselves. The age of Jung and Freud is, above all, the age of the photograph, the age of the full gamut of self-critical attitudes. This immense tidying-up of our inner lives, motivated by the new picture gestalt culture, has had its obvious parallels in our attempts to rearrange our homes and gardens and our cities. To see a photograph of the local slum makes the condition unbearable. The mere matching of the picture with reality provides a new motive for change, as it does a new motive for travel. Daniel Boorstin in The Image: or What Happened to the American Dream offers a conducted literary tour of the new photographic world of travel. One has merely to look at the new tourism in a literary perspective to discover that it makes no sense at all. To the literary man who has read about Europe, in leisurely anticipation of a visit, an ad that whispers: "You are just fifteen gourmet meals from Europe on the world's fastest ship" is gross and repugnant. Advertisements of travel by plane are worse: "Dinner in New York, indigestion in Paris." Moreover, the photograph has reversed the purpose of travel, which until now had been to encounter the strange and unfamiliar. Descartes, in the early seventeenth century, had observed that traveling was almost like
Understanding Media by Marshall McLuhan Page 217 Page 219