standardized goods. We move into our first depth-age of art-and-producer orientation. America is Europeanizing on as extensive a pattern as Europe is Americanizing. Where does this leave the older popular comics? What about "Blondie" and "Bringing Up Father"? Theirs was a pastoral world of primal innocence from which young America has clearly graduated. There was still adolescence in those days, and there were still remote ideals and private dreams, and visualizable goals, rather than vigorous and ever-present corporate postures for group participation. The chapter on The Print indicated how the cartoon is a do-it-yourself form of experience that has developed an ever more vigorous life as the electric age advanced. Thus, all electric appli- ances, far from being labor-saving devices, are new forms of work, decentralized and made available to everybody. Such is, also, the world of the telephone and the TV image that demands so much more of its users than does radio or movie. As a simple consequence of this participational and do-it-yourself aspect of the electric technology, every kind of entertainment in the TV age favors the same kind of personal involvement. Hence the paradox that, in the TV age, Johnny can't read because reading, as customarily taught, is too superficial and consumerlike an activity. Therefore the highbrow paperback, because of its depth character, may appeal to youngsters who spurn ordinary narrative offerings. Teachers today frequently find that students who can't read a page of history are becoming experts in code and linguistic analysis. The problem, therefore, is not that Johnny can't read, but that, in an age of depth involvement, Johnny can't visualize distant goals. The first comic books appeared in 1935. Not having anything connected or literary about them, and being as difficult to decipher as the Book of Kells, they caught on with the young. The elders of the tribe, who had never noticed that the ordinary newspaper was as frantic as a surrealist art exhibition, could
Understanding Media by Marshall McLuhan Page 186 Page 188