doors by pretending to be a goldfish, the picture window does make sense. So do the frantic efforts to roughen up the indoor walls and textures as if they were the outside of the house. Exactly the same impulse sends the indoor spaces and furniture out into the patios in an attempt to experience the outside as inside. The TV viewer is in just that role at all times. He is submarine. He is bombarded by atoms that reveal the outside as inside in an endless adventure amidst blurred images and mysterious contours. However, the American car had been fashioned in accordance with the visual mandates of the typographic and the movie images. The American car was an enclosed space, not a tactile space. And an enclosed space, as was shown in the chapter on Print, is one in which all spatial qualities have been reduced to visual terms. So in the American car, as the French observed decades ago, "one is not on the road, one is in the car." By contrast, the European car aims to drag you along the road and to provide a great deal of vibration for the bottom. Brigitte Bar-dot got into the news when it was discovered that she liked to drive barefoot in order to get the maximal vibration. Even English cars, weak on visual appearance as they are, have been guilty of advertising that "at sixty miles an hour all you can hear is the ticking of the clock." That would be a very poor ad, indeed, for a TV generation that has to be with everything and has to dig things in order to get at them. So avid is the TV viewer for rich tactile effects that he could be counted on to revert to skis. The wheel, so far as he is concerned, lacks the requisite abrasiveness. Clothes in this first TV decade repeat the same story as vehicles. The revolution was heralded by bobby-soxers who dumped the whole cargo of visual effects for a set of tactile ones so extreme as to create a dead level of flat-footed dead-panism. Part of the cool dimension of TV is the cool, deadpan mug that came in with the teenager. Adolescence, in the age of hot media, of radio and movie, and of the ancient book, had been a time of