that the role of literacy in shaping an industrial economy is 
basic and archetypal. Literacy is indispensable for habits of 
uniformity at all times and places. Above all, it is needed for the 
workability of price systems and markets. This factor has been 
ignored exactly as TV is now being ignored, for TV fosters many 
preferences that are quite at variance with literate uniformity 
and repeatability. It has sent Americans questing for every sort 
of oddment and quaintness in objects from out of their storied 
past. Many Americans will now spare no pains or expense to get 
to taste some new wine or food. The uniform and repeatable 
now must yield to the uniquely askew, a fact that is 
increasingly the despair and confusion of our entire 
standardized economy.

     The power of the TV mosaic to transform American 
innocence into depth sophistication, independently of