attempt a "systematic" or visual presentation of such influence. Instead, it is more feasible to "present" TV as a complex gestalt of data gathered almost at random. The TV image is of low intensity or definition, and, therefore, unlike film, it does not afford detailed information about objects. The difference is akin to that between the old manuscripts and the printed word. Print gave intensity and uniform precision, where before there had been a diffuse texture. Print brought in the taste for exact measurement and repeatability that we now associate with science and mathematics. The TV producer will point out that speech on television must not have the careful precision necessary in the theater. The TV actor does not have to project either his voice or himself. Likewise, TV acting is so extremely intimate, because of the peculiar involvement of the viewer with the completion or "closing" of the TV image, that the actor must achieve a great degree of spontaneous casualness that would be irrelevant in movie and lost on stage. For the audience participates in the inner life of the TV actor as fully as in the outer life of the movie star. Technically, TV tends to be a close-up medium. The close-up that in the movie is used for shock is, on TV, a quite casual thing. And whereas a glossy photo the size of the TV screen would show a dozen faces in adequate detail, a dozen faces on the TV screen are only a blur. The peculiar character of the TV image in its relation to the actor causes such familiar reactions as our not being able to recognize in real life a person whom we see every week on TV Not many of us are as alert as the kindergartener who said to Garry Moore, "How did you get off TV?" Newscasters and actors alike report the frequency with which they are approached by people who feel they've met them before. Joanne Woodward in an interview was asked what was the difference between being a movie star and a TV actress. She replied: When I was in the movies I heard people say, 'There goes
Understanding Media by Marshall McLuhan Page 349 Page 351