“Nobody seriously thinks of television as a viewer's mode of perception…No matter how much he wants people to look at his product, the advertiser doesn't realize that television is [the viewer's] way of looking at him, & not his way of reaching them.”

— Northrop Frye

Source: "Quotes", Notebooks and Lectures on the Bible and Other Religious Texts (2003), p. 95-6

Adopted from Wikiquote. Last update June 3, 2021. History

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Northrop Frye 137

Canadian literary critic and literary theorist 1912–1991

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“Nobody seriously thinks of television as a viewer's mode of perception…No matter how much he wants people to look at his product, the advertiser doesn't realize that television is [the viewer's] way of looking at him, & not his way of reaching them.”

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Northrop Frye 137

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