Understanding the Statement - Even When We Are Not Watching Television, It Still Frames Our Lives - Essay Example

MEDIA ESSAY Introduction John Baird’s remarkable invention, the television has revolutionized the world and life as we know it. Its influence is rarely considered benign; more often than not it is seen as malign and insidious. This point has been the focus of intense debate for many years now. Be that as it may, the fact remains that television has seeped into the very core of our existence. Huston et al (1993, p. 1) state that “Some social critics see its influence as pervading every crevice of our lives, from our political decisions to our bedrooms”. This essay will focus on the statement ‘Even when we are not watching television, it still frames our lives’, discuss its implications and analyze whether this situation may be undergoing a change. The Pervasive Influence of Television – A Discussion The average American family spends an average of 7.58 hours per day or 53 hours, 6 minutes per week glued to the television screen (Lawson, 2004, p. 17). Therefore the television has become an integral part of our lives, and this is true even when we are not actually viewing television. For instance according to Livingstone (1993, p. 5), “… we plan our meals and phone calls as well as viewing around the television schedule”. The influence wielded by television is exceedingly subtle but powerful nevertheless. The effects of television viewing have spilled over into several aspects of our lives which are examined below. According to Huston et al (1993, p. 4) “Both theory and intuition suggest that television plays an important role in the development of many facets of attitude, emotion, social behavior and intellectual functioning”. Even while not actually watching television, its influence can be felt as it shapes peoples’ attitudes and perceptions. For many individuals interaction with people from other walks of life or other ethnic groups takes place mainly via the medium of television. Television portrayal of such people influences the way we see them and interact with them in real life. Television is also seen to influence our consumptive behavior. Cutting edge advertising techniques do a thorough job and hapless viewers find themselves on a shopping spree they can ill-afford convinced their lives will be meaningless if they cannot own their “dream shoes” or the “ultimate gadget”. This phenomena is explained by Kniazeva (2003, p. 216), “…the artificial reality perpetually portrayed on the TV screen started serving as a subliminal frame of reference for the viewers in their consumption activity”. Television has a major role to play in familial relationships, emotions, aggression and sexuality. Critics of the insidious influence of television point out that excessive television viewing has led to a complete breakdown in communication between family members and consequently the number of broken homes is more prolific than ever before. According to Brock, (2003),“With television turned on in the average American household for seven hours and 40 minutes per day, and 40 percent of Americans saying they watch TV ‘always or often’ during dinner, it’s no surprise that many families don’t talk anymore”. It would seem that youngsters are usually too wrapped up in the happy families portrayed on television to be bothered by their own parents. Any attempt to strike up a conversation by a well-meaning family member is usually met with hostility and resentment as such gestures are viewed as pesky intrusions into the ideal world of television viewing. Many of us have experienced a twinge of irritation or full-blown annoyance if our mother chooses to call in the middle of our favorite show. Therefore it would appear that television is robbing us of family time. The television exposes the viewer to the entire gamut of human emotions, as characters are shown in the throes of passion, love, fury, vengeance and the like. These emotional behaviors or responses create a lasting impression on the viewer and stays with them long after the set is switched off. In similar situations individuals find themselves responding or behaving like some television character they have a hazy recollection off, slightly aware of the artificial quality of their emotions and feeling strangely transplanted from reality. It is almost as if art has ceased to imitate life and life has started to imitate art instead. This is a disquieting thought. Doubleday, Kovaric, Dorr, & Beizer – Serdner (1986) found: “…viewers may learn to recognize emotional displays, acquire beliefs about how often people experience different emotions, understand that certain situations are associated with certain affective states, accept social expectations regarding emotional expression and behavior, and come to believe in certain models of emotional responsiveness, experience, expression, and behavior” (cited by Huston et al, 1993, p.43). It appears that some television viewers are conditioned to react in particular ways, while natural responses are either suppressed or ignored. The relationship between television viewing and aggression has been subject to intense scrutiny and scientific research but unfortunately results are far from conclusive. Huston et al (1993, p. 58) state “There is extensive evidence that television violence can influence aggressive attitude and behavior”. Individuals are exposed to scenes of graphic violence and mind-numbing bloodshed and most are so inured to the experience they can watch with unflinching fortitude. This has psychological ramifications as cruelty to fellow human-beings is seen as a matter of course. The consequence of such levity in dealing with the darker side of human nature remains to be seen. Surprisingly children are exposed to mindless violence through their cartoon programs. Lawson (2004, p.17) puts it most succinctly when she states: “…children exposed to consistent violence on television may become less sensitive to the pain and suffering of others; may be fearful of the world around them; may show increased signs of aggression; and may get an unrealistic sense of the amount of violence that exists in the world”. With regard to sexuality, the role of television remains unclear due to lack of research. However gender stereotyping is rampant in the world of television and many women have raised their voices in protest, as it results in discriminatory behavior in settings far-removed from the make-believe world of television. Nowadays a conscious attempt is being made to steer clear of gender stereotyping and its inherent pitfalls. Huston et al (1993, p.58) found that when sexual violence is portrayed in sexual context, “Adults respond to such material with increased callousness toward women and increased acceptance of rape and other forms of sexual violence”. Linz et al (1984), also state “Men who viewed a series of films showing violence against women came to have fewer negative reactions to the films and to see them as less violence”.(cited by Livingstone, 1998, p. 15). These findings have served as an eye-opener in crimes towards women and consequently it would be a judicious measure to censor the content of sexually explicit material portrayed on television. These are the influences manifested by television in all areas of our life, irrespective of whether we are actually watching television at the time. Our understanding of these influences can be further enhanced by a study of the positive and negative influences of television as well as the theoretical perspectives that explain these effects on behavior. The Positive and Negative Influences of Television Contrary to extremist views pertaining to television, it has its benefits as well as drawbacks. It is neither the harbinger of evil and destruction as some would have us believe nor is it the greatest thing to happen to humankind. The key is in the hands of the viewer to make television viewing an enriching experience or a waste of time. It can be put to a number of good uses that go a long way in improving the standard of life for many people. It is a medium of education and instruction. By curtailing programs that are rich in noxious elements, children can derive maximum benefits from their television viewing experience. Lawson (2004, p.17) says “it can broaden children’s interests because they are exposed to new things”. Television is a boon and indispensable companion for the elderly. It takes the edge of the loneliness and physical limitations that accompany old age. According to Huston et al (1993, p,5) “People can learn prosocial forms of behavior – cooperation, helpfulness, sympathy, negotiation in conflicts, and persistence when things get difficult – just as they can learn antisocial behavior”. Television magnates in an attempt to keep up flagging interests are often ruthless and unethical in the tactics employed. Quality is often compromised in the process to be replaced by material that stimulates titillation and nothing else. Huston et al (1993, p.5) state that “Programs often contain social stereotypes, violence, and other content selected for its immediate appeal”. Thus while it is undeniable that television influences behavior, even when it is not currently being watched, its ability to prove a blessing or curse to the individual rests on the personality traits and moral fiber of the individual. Theoretical Perspectives that Explain Influences on Behavior Gerbner’s cultural indicators suggest that televisions has a particular format for portraying acceptable and unacceptable behavior that are supposed to reflect cultural values and give an impression of normalcy (Huston et al, 1993, p.35). This belief system comes to be shared by many owing to repeated exposure and is called “mainstreaming”. An element of realism is introduced that enables people to identify with what is being portrayed on television. These factors increase the impact television has on audience. According to social – learning theorists, “televised social behavior serves as a model that is learned through observation” (Huston et al, 1993, p.35). This process enables people to live and learn vicariously through television and is hugely influential on behavior. Finally according to the arousal theory proposed by Zillmann (1982), physiological and cognitive arousal will energize a wide range of potential behavior (cited by Huston et al, 1993, p.36). Armed with this explanation for the influence television has on its viewers, one can attempt to protect oneself from the adverse effects of television while deriving maximum benefit from it. The Influence of Television- The Changing Situation The role of television has diminished a little with the advent of the dot com revolution. The future may belong to the internet. Klein (2001, p. 1), reports “Internet users watch 4 ½ hours a week less television than do non-Internet users, the study shows. And the longer people have been online, the less they watch TV”. Further the use of the internet has currently not provoked the stream of criticism leveled at television viewing. Moreover Cole says “Internet users spend more time with their families than non-users and even get more exercise”. (cited by Klein, 2001, p.1). The internet appears to have more of television’s strengths and less of its weaknesses. That being said it will not be easy to wean humankind from its television viewing habit. The pervasive influence of television may however be watered down. Conclusion Thus television frames our life intimately and therefore must be used with prudence and caution. Reference List Brock, B. (2002) Life without TV. Parks & Recreation, 37(11), p. 68-72. Huston, A.C., Fairchild, H.H., Feshback, N.D., Katz, P.A., Murray, J.P., Rubenstein, E.A., Wilcox, B.L., & Zuckerman, D.M. (1993) Big world, small screen: the role of television. Lincoln NE: University of Nebraska Press. Klein, A. (2001) Internet use seems to cut into TV time. The Washington Post, November 26, p. E.01. Kniazeva, M. (2003) Between the ads: effects of nonadvertising TV messages on consumption behavior. The Psychology of Entertainment Media: Blurring the Lines between Entertainment and Persuasion, ed. Shrum, L.J., p. 213- 232. New Jersey: Lawrence Erlbaum Associates. Lawson, S. (2004) TV an insidious intruder. The Atlanta Journal, October 26, p. A. 17. Livingstone, S.M. (1998) Making sense of television. New York: Routledge. Livingstone, S.M. (1993) Talk on television: audience participation and public debate. New York: Routledge. Read More