TINY CELLS "SEEN" BY NEW TECHNIQUE Microphoretic Method Spots Million-Billionth of Cram, London Designer Says Samples of substances weighing less than a million-billionth of a gram can be analysed by a new British microscopic tech- nique. This is the "microphoretic method" by Bernard M. Turner, a London biochemical analyst and instruments designer. It can be applied to the study of the cells of the brain and nervous system, cell duplication including that in cancer- ous tissue, and it will assist, it is believed, in the analyses of atmospheric pollution by dust. . . . In effect, an electric current pulls or pushes the different constituents of the sample into zones where they would normally be invisible. However, to say that "the camera cannot lie" is merely to underline the multiple deceits that are now practiced in its name. Indeed, the world of the movie that was prepared by the photograph has become synonymous with illusion and fantasy, turning society into what Joyce called an "all nights newsery reel," that substitutes a "reel" world for reality. Joyce knew more about the effects of the photograph on our senses, our language, and our thought processes than anybody else. His verdict on the "automatic writing" that is photography was the abnihilization of the etym. He saw the photo as at least a rival, and perhaps a usurper, of the word, whether written or spoken. But if etym (etymology) means the heart and core and moist substance of those beings that we grasp in words, then Joyce may well have meant that the photo was a new creation from nothing (ab-nihil), or even a reduction of creation to a photographic negative. If there is, indeed, a terrible nihilism in the photo and a substitution of shadows for substance, then we are surely not the worse for knowing it. The technology of the photo is an extension of
Understanding Media by Marshall McLuhan Page 212 Page 214