Sunday Book-Thought 126

A metaphor has crept into common use in academic discourse about television. The metaphor states that a television program is a ‘text.’ A companion metaphor describes watching and interpreting the program as ‘reading.’ I argue here that these metaphors are not only inappropriate, they are dangerous. They leave us conceptually unable to grasp the roots of a cultural crisis – the decline of literacy.
Raymond Gozzi, Jr.The Power of Metaphor in the Age of Electronic Media (Creskill: Hampton Press, 1999), p. 87.