The proliferation of screens allowed for, or coincided with, a proliferation of different things to watch: What could be viable if you had to get only one person in the family to watch it as opposed to everyone? The inexorable logic of attention markets drives toward individuation at both the form and content level, the physical device that acts to grab the attention and the product that is displayed on it. The two act together: the move from movie screen to TV screen to tablet and iPhone is what facilitates the move from mass culture to ever more balkanized subcultures.
