Neuman / Martha Bayles [Archive.org URL]

Neuman surveyed the available evidence and found what advertisers and educators already knew–that most human beings are “obdurate, impenetrable, resourcefully resistant” toward any message, regardless of medium, that does not fit “the cognitive makeup of the minds receiving it.”

Wrote Neuman: “The mass citizenry, for most issues, simply will not take the time to learn more or understand more deeply, no matter how inexpensive or convenient such further learning may be.” People want from the Internet what they have always wanted from media: easy access to material of general interest and, especially, entertainment.

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