Marshall McLuhan
Understanding Media (1964)
MIT Press edition (1994)
Film is not really a single medium like song or the written word, but a collective art form with different individuals directing color, lighting, sound, acting, speaking. The press, radio, and TV, and the comics are also art forms dependent upon entire teams and hierarchies of skill in corporate action. Prior to the movies, the most obvious example of such corporate artistic action had occurred early in the industrialized world, with the large new symphony orchestras of the nineteenth century. Paradoxically, as industry went its ever more specialized fragmented course, it demanded more and more teamwork in sales and supplies. The symphony orchestra became a major expression of the ensuing power of such coordinated effort, though for the players themselves this effect was lost, both in the symphony and in industry.
(p. 292)
