"TV is a problem only if you've forgotten how to look and listen," Murray said. "My students and I discuss this all the time. They're beginning to feel they ought to turn against the medium, exactly as an earlier generation turned against their parents and their country. I tell them they have to learn to look as children again. Root out content. Find the codes and messages, to use your phrase, Jack."
"I've come to understand that the medium is a primal force in the American home. Sealed-off, timeless, self-contained, self-referring. It's like a myth being born right there in our living room, like something we know in a dream-like and preconscious way...You have to learn how to look. You have to open yourself to the data. TV offers incredible amounts of psychic data. It opens ancient memories of world birth, it welcomes us into the grid, the network of little buzzing dots that make up the picture pattern. There is light, there is sound....Look at the wealth of data concealed in the grid, in the bright packaging, the jingles, the slice-of-life commercials, the products hurtling out of darkness, the coded messages and enless repetitions, like chants, like mantras....The medium practially overflows with sacrad formulas if we can remember how to respond innocently and get past our irritation, weariness, and disgust." (50-51)