Any approach to environmental problems must be sufficiently flexible and adaptable to encompass the entire environmental matrix, which is in constant flux. I consider myself a generalist, not a specialist who has staked out a tiny plot of study as his intellectual turf and is oblivious to everything else. Actually, my work is a depth operation, the accepted practice in most modern disciplines from psychiatry to metallurgy and structural analysis. Effective study of the media deals not only with the content of the media but with the media themselves and the total cultural environment within which the media function. Only by standing aside from any phenomenon and taking an overview can you discover its operative principles and lines of force. There's really nothing inherently startling or radical about this study — except that for some reason few have had the vision to undertake it For the past 3500 years of the Western world, the effects of media–whether it’s speech, writing, printing, photography, radio or television–have been systematically overlooked by social observers. Even in today’s revolutionary electronic age, scholars evidence few signs of modifying this traditional stance of ostrich like disregard.