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The complete nonchalance on the part of the broadcasters, the refs, and the players. In those days nobody thought what happened was any big deal. Curt Gowdy says sort of off-hand that White is being helped off the field, but that he'll probably be back in a couple of plays.
I will say this, however. I'm sure there was some trash talking on the field, but public displays of trash talking were simply not tolerated. They were tolerated a whole lot less than hits like those Tatum delivered. It was a more genteel time, at least so far as public behavior goes.