The currently somewhat generalized refusal of the "effects studies" paradigm does not imply the statement that the invention of a new medium has no "effects" over the whole culture or, even, that the "reception" of media products is a process exclusively determined by the receiver. Taking television as the specific object of analysis, we seek to demonstrate that in both processes there is a dialectics between the medium and the receiver, in such a way that neither one of them exists outside the dynamics of interaction and mutual readjustment. That dynamics, which can be described on the basis of what we, following Flusser, shall call the logic of the "black box", has an aesthesic base.
