At the end of May, 1958, McLuhan was an invited speaker at a Conference on Educational Television sponsored jointly by the US Office of Education (a division of the Department of Health, Education and Welfare) and the NAEB. His lecture was titled ‘The Role of Mass Communication in Meeting Today’s Problems‘ and it was immediately published as a Circular (number 574) by HEW. Later that same year it was republished in the NAEB Journal for October (18:1), now slightly retitled as ‘Our New Electronic Culture: The Role of Mass Communication in Meeting Today’s Problems’.
Today our natural temptation is to regard the new media as aids or distractions to the older studies. We have not dared to see them as themselves, new art forms which can become direct objects of study.
In his Film as Art, Rudolf Arnheim notes: “The history of human ingenuity shows that almost every innovation goes through a preliminary phase in which the solution is obtained by the old method, modified or amplified by some new feature.”
For us to do this with press, radio and TV would be fatal to our earlier achievement in writing and print, because it leaves to the dynamics of the new media untrammelled license to disintegrate our existing values. If one lesson has emerged in recent decades it is that the Ivory Tower of the artist has [to] become the Control Tower of society. Only by exercising the fullest artistic awareness of these vulgar forms can we maintain the integrity of the earlier forms.