ABSTRACT
The most revolutionary aspect of the electronic mass media of communication is their continuous availability, even more so than their ubiquitousness. In considering the sociology and aesthetics of the electronic mass media this is the principal and paramount factor to be kept in mind. Television critics tend to treat single programs in isolation as though they were individual works of art. Hence the dramaturgy of most American television plays or series will inevitably have to consist of a sequence of short-term cliff-hangers and climaxes. A stage playwright may labor over a single work for years; if he gets it performed and it is successful, it will remain accessible for years, in its first long run, then on tour, then perhaps in revivals. The material of the mass media is instantly consumed. Once the format of a series is worked out, once it is running, the producers are subject to a constant stream of feedback: audience ratings, market research, correspondence.
