The new media of communication are forms – not simple ones, but complex forms. But they are forms. And their effect upon us is that of forms, not of ideas or of concepts. The editorials in a newspaper have nothing to do with the effect of the newspaper on you. Whether it is Pravda, the New York Times, or the Toronto Daily Star makes no difference as far as the formal, causal pressure of that newspaper on those concerned. Just why people should be so obsessed by what they suppose to be the content of those forms, and so completely unaware of the formal structure and the formal causes of such forms, I do not understand.