and lineal print, have to learn to "see" photographs or film just as much as we have to learn our letters. In fact, after having tried for years to teach Africans their letters by film, John Wilson of London University's African Institute found it easier to teach them their letters as a means to film literacy. For even when natives have learned to "see" pictures, they cannot accept our ideas of time and space "illusions." On seeing Charlie Chaplin's The Tramp, the African audience concluded that Europeans were magicians who could restore life. They saw a character who survived a mighty blow on the head without any indication of being hurt. When the camera shifts, they think they see trees moving, and buildings growing or shrinking, because they cannot make the literate assumption that space is continuous and uniform. Nonliterate people simply don't get perspective or distancing effects of light and shade that we assume are innate human equipment. Literate people think of cause and effect as sequential, as if one thing pushed another along by physical force. Nonliterate people register very little interest in this kind of "efficient" cause and effect, but are fascinated by hidden forms that produce magical results. Inner, rather than outer, causes interest the nonliterate and nonvisual cultures. And that is why the literate West sees the rest of the world as caught in the seamless web of superstition. Like the oral Russian, the African will not accept sight and sound together. The talkies were the doom of Russian filmmaking because, like any backward or oral culture, Russians have an irresistible need for participation that is defeated by the addition of sound to the visual image. Both Pudovkin and Eisenstein denounced the sound film but considered that if sound were used symbolically and contrapuntally, rather than realistically, there would result less harm to the visual image. The African insistence on group participation and on chanting and shouting during films is wholly frustrated by sound track. Our own talkies were a further completion of the visual package as a mere
Understanding Media by Marshall McLuhan Page 316 Page 318