to agree on this program of homogenization, for they are only too prone to translate the message of radio into tribal politics, rather than into a new means of pushing Cadillacs. This is one reason that it was easy for the retribalized Nazi to feel superior to the American consumer. The tribal man can spot the gaps in the literate mentality very easily. On the other hand, it is the special illusion of literate societies that they are highly aware and individualistic. Centuries of typographic conditioning in patterns of lineal uniformity and fragmented repeatability have, in the electric age, been given increasing critical attention by the artistic world. The lineal process has been pushed out of industry, not only in management and production, but in entertainment, as well. It is the new mosaic form of the TV image that has replaced the Gutenberg structural assumptions. Reviewers of William Burroughs' The Naked Lunch have alluded to the prominent use of the "mosaic" term and method in his novel. The TV image renders the world of standard brands and consumer goods merely amusing. Basically, the reason is that the mosaic mesh of the TV image compels so much active participation on the part of the viewer that he develops a nostalgia for pre-consumer ways and days. Lewis Mumford gets serious attention when he praises the cohesive form of medieval towns as relevant to our time and needs. Advertising got into high gear only at the end of the last century, with the invention of photoengraving. Ads and pictures then became interchangeable and have continued so. More important, pictures made possible great increases in newspaper and magazine circulation that also increased the quantity and profitability of ads. Today it is inconceivable that any publication, daily or periodical, could hold more than a few thousand readers without pictures. For both the pictorial ad or the picture story provide large quantities of instant information and instant humans, such as are necessary for keeping abreast in our kind of culture. Would it not seem natural and necessary that the young