You remember the paralyzing ray, the sound effect, the beam of light flashing across the screen toward its target and -- bingo! Zapped! All consciousness we had was momentarily checked out, no longer in the building, not on the planet, but caught up in Star Trek, caught and stunned, captured by the light of the ray.
This is how it's been feeling in encounters with media of any kind on this world, and with almost half of its citizens. First, the flash of light, then, the ticklish electrical sensations begin, like swarming ants on the skin, the intensity gaining strength as the beam -- its first few nanoseconds aboard -- plays havoc with the body's bio-current, then, pulses stronger, threatening to shut down the computing center, up over the eyebrows... Then it does: blackout.