the additive property of communication

"That is the voice of the current somnambulism...There is simply nothing in the Sarnoff statement that will bear scrutiny, for it ignores the nature of the medium, of any and all media, in the true Narcissus style of one hypnotized by the amputation and extension of his own being in a new technical form...It has never occurred to General Sarnoff that any technology could do anything but add itself on to what we already are" (Understanding Media 23).