"If the consciousness of men
does not determine their existence, neither does their material existence
determine their consciousness. Between consciousness and existence stand
communications, which influence such consciousness as men have of their
existence. Men do 'enter into definite, necessary relations which are independent
of their will,' but communications enter to slant the meanings of these
relations for those variously involved in them. The forms of political
consciousness may, in the end, be relative to the means of production,
but, in the beginning, they are relative to the contents of the communications
media" (White Collar: The American Middle Classes,
1951, p. 333).
"In Marx's day there was no
radio, no movies, no television; there was only printed matter. . .It was
easier to overlook the role of mass media or to underplay it, when they
were not so persuasive in effect . . ." (White Collar:
The American Middle Classes, 1951, p. 333).