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marshall mcluhan-

when the movie scenario or picture story was applied to the 'idea article', the magazine world had discovered a hybrid that ended the supremacy of the short story.  when wheels were put in tandem form, the wheel principle combined with the linear typographic principle to create aerodynamic balance.  the wheel crossed with industrial, lineal form released the new form of the airplane.

the hybrid or the meeting of two media is a moment of truth and revelation from which all new form is born.  for the parallel between two media holds us on the frontiers between forms that snap us out of the narcissus-narcosis.  the moment of the meeting of media is a moment of freedom and release from the ordinary trance and numbness imposed by them on our senses. 

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