“The point is that television does not reveal who the best man is. In fact, television makes impossible the determination of who is better than whom, if we mean by 'better' such things as more capable in negotiation, more imaginative in executive skill, more knowledgeable about international affairs, more understanding of the interrelations of economic systems, and so on. The reason has, almost entirely, to do with 'image.' But not because politicians are preoccupied with presenting themselves in the best possible light. After all, who isn't? It is a rare and deeply disturbed person who does not wish to project a favorable image. But television gives image a bad name. For on television the politician does not so much offer the audience an image of himself, as offer himself as an image of the audience. And therein lies one of the most powerful influences of the television commercial on political discourse.”

“The television image sanctified, conferred identity. The more familiar the face, the more to be trusted. ”

“Politics will eventually be replaced by imagery. The politician will be only too happy to abdicate in favor of his image, because the image will be much more powerful than he could ever be.”

“Politics will eventually be replaced by imagery. The politician will be only too happy to abdicate in favor of his image, because the image will be much more powerful than he could ever be.”

“Lost, so small amid that dark, hands grown cold, body image fading down corridors of television sky.”

“The principle of analogy is so simple, so natural, that everyone uses it in daily life. Imagine someone sitting down in front of the television after a long day at work. The first image he sees is that of a giant reptile squashing tall buildings. Is one's first hunch, "Oh! The news channel!"? Probably not. More likely one surmises the TV set had been left on the science fiction channel. Why? Because one's world of contemporary experience does not include newscasts of giant dinosaurs wreaking havoc in modern cities, but one has seen monster movies in which such disasters are quite typical. Which analogy does the TV screen image fit?”