
The society based on print culture relies on individual acts of reading which promote notions of individuality, originality, and creativity. Printing thus has given rise to a different concept of authorship--a particular work has come to be associated wi th a particular author who made his/her living based on the popularity of the works he/she produced. Printing not only made possible mass multiplication of the manuscript, it also created a fixed personality for the author in that a narrative was created through printed biographical or autobiographical materials. This autobiographical/biographical narrative came to be associated with the creator of a particular set of works. Thereby, the writers had incentive to keep themselves engaged in the lonely task of writing because usually not only their subsistence was dependent on it, but also their personal fame. Printed book assured the writer's immortality. Notions of authorship, individuality, as well as creativity have been challenged in recent years by the orists who note that each text is permeated with other texts which is best illustrated by hypertext when the reader visually sees how each text already contains within it other texts.
Printing also dramatically changed the mode of transmission of knowledge. In a predominantly oral culture, knowledge of any kind was transmitted through the spoken word so that the student had to be physically present in order to learn from the teacher. P rinting brought about a revolutionary change in the mode of learning as well as teaching itself. The general public desiring to learn did not have to be necessarily in a school or university setting or spend years in the vicinity of the teacher. Those desiring to learn could in fact learn independently by reading books. Access to books also promoted a new type of readership which was recreational in nature and started the era of pulp books. Also within the academic institutions, mode of learning was slowly transformed in that elab orate memorization was not required since students could refer to books anytime.