More and more we turn from the content of messages to study total effect. Kenneth Boulding put this matter in The Image by saying, "The meaning of a message is the change which it produces in the image." Concern with effect rather than meaning is a basic change of our electric time, for effect involves the total situation, and not a single level of information movement. Strangely, there is recognition of this matter of effect rather than information in the British idea of libel : "The greater the truth , the greater the libel.”