Media Studies: Television and Cultural Change - Coursework Example

Topic: Media Studies: Television and Cultural Change Lecturer: Presentation: Introduction Technological advancements have transformed the lives of people globally. The entertainment industry has undergone significant transformation since the inception of television in 1940s. Developments in remote control technology have made television viewing even more relaxing since people do not have to move a lot to physically select between channels. Television technology continues to advance with new inventions every decade. The global audiences have an opportunity to select the type of screen to view the tailored programs such as the bigger and better plasma television, IMAX and HDTV among others. Television is still the dominant source of information and entertainment. There are a variety of TV channels that present different shows thereby giving the audience an opportunity to switch to their favorite shows. This paper presents a critique of the extent to which the evolving technological landscape has changed the way audiences engage with television programming and the social practice of television viewing. Television Programming and the Social Practice of Television Viewing Technological advancements have significantly influenced audiences’ engagement with television programming. The original programs were aired in black and white television sets and later in color which gave the audience a better imagery of the actors. TV commercials increased as companies found it attractive to advertise products in color (Cantner and Pyka, 1998). These commercials influenced a major milestone in changing the audiences’ engagement as many people resorted to the use of cable TV programming, which was a new technology that enabled viewers to select their preferred programs for a fee and avoid commercials and the programs they disliked. Cable TV offered more channels compared to the traditional TV programming and moreover, it operated for 24 hours a day thereby serving a greater audience. People were exposed to a wide range of products and news even though they had to incur some expenditure that standard television programming audience did not pay (Bignell, 2004). The development of satellite technology led to a significant change in television programming. It led to the emergence of network providers such as the DSTV, MultiChoice and GTV among others that have contributed to the globalization of television programs as well as presenting viewers with a wide range of channels to choose from. Contemporary television audiences are able to access quality programming, including movies, sports and live shows, which is one of the important technological developments that have increased audience participation in television programming (Bignell, 2004). People have been enabled to call and present their views on the topic of discussion. The audience can also propose a topic of discussion which can be an issue of public interest. This is accomplished through phone calls and facebook, which is a recent but extensively used social network. People have an opportunity for real time communication with program presenters through posting on the television channel’s facebook profile. Moreover, programs can be recorded and viewed later thereby ensuring that audiences do not miss any of their favorite episodes or important news (Booth, 2010). The internet technology has also increased the television audience by allowing people to access TV programs on their computers. It is therefore not a must that one has to buy a color TV set to view the favorite programs. The internet has also improved audience participation in live shows through the application of Skype (Booth, 2010). This is advanced technology that allows audiences in different localities to have interactive sessions where they share experiences. Subscribers of Skype are able to communicate effectively through unlimited video calls. Television enabled mobile phones also provide an opportunity for people to view programs in their handsets for a fee to their network service provider. This has been appreciated especially by the mobile television audiences (Silverstone 1994). Technological advancement has helped to decrease the digital divide. Initially the cost of internet connection, just like any innovative technology in the market cost a huge sum of money. According Warschauer (2003), by the year 2009, almost 90% of average Americans had access to internet technology, a situation that is attributed to the value attached to information. Currently, the price of applying this technology has reduced tremendously allowing information access for virtually all economic classes. This serves as an indicator of the likelihood of a high level of engagement in television programming through the internet (Cantner and Pyka, 1998). The global society has been under continuous transformation with regards to standards of living, inter-personal relationships as well as political issues. The process is influenced by humans in their quest for assertion of their relevance and the desire to make a difference in life. It is usually difficult to realize the changes are occurring since most of the signs of social change go unnoticed. Technology is a major contributing factor towards social change, especially through improving information sharing globally (Smith, 2002). Television viewing was not a common practice in the mid 20th century. It is a phenomenon that continues to influence the behavior of many of the audiences as technological advancements increase accessibility to television programs (Silverstone, 1994). The socio-cultural theory postulates that natural aspects of an individual can be influenced by the social treatment that he/she is exposed to leading to development of the various personalities that different people exhibit in life. People are viewed as being capable of transforming, choosing, restructuring and developing their environment (Lee & Smagorinsky, 2000). The environment in which a person lives also plays a significant role in shaping his/her behavior. Crocker (2000) observes that television viewing influences the self-definition of individuals. This is the perception that an individual may have on him/herself, based on the environment within which he or she lives as well as activities that he may participate in. Television programs such as soap operas may lead viewers to evaluate themselves on the basis of the characters they are fond of. Viewers’ attitudes may also be influenced by programs that are perceived as moving (Silverstone, 1994). For example, the audience may develop hatred or favor towards a particular character. This is an indication of engagement in television viewing whereby the mind reflects on all aspects of the program. Watching television has become a social practice whereby people watch programs that they like while relaxing after a long day work. First, television is a critical source of information regarding occurrences away from the audience. Daily programming of most television channels includes several news briefs to ensure that their audiences are adequately informed regarding any emerging occurrences. This is one of the reasons why the television in most cases is associated with new information (Walker, 2000). Apart from news, many channels also ensure that they maintain a strong brand name through presenting favorite programs for families. The audiences have a permanent social attachment to the television especially when they are involved in discussions regarding a particular episode or news. The social knowledge impacted upon viewers by the programs is internalized and in most cases reflected in the behaviors of individuals (Katz, 2009). The technology of television provides an avenue for inspirational experiences such access to talents, music, religious engagements as well as learning about emerging technologies. Virtually everything that has happened on the globe including the most gory incidents of war have been viewed on television thereby making it possible for viewers to get engaged in matters affecting the society in an informed manner (Walker, 2000). Children are able to recognize their leaders and also conceptualize the vastness of the globe and its diverse populations. Parents on the other hand are able to learn new ways of planning their homes. Social transformations are evident and television’s role in generating value in life can not be ignored (Papathanassopoulos, 2002). Technological advancements have led to the global participation in sports and recreation, which are significant aspects of human life. They are useful in maintaining good health as well as uniting people to participate in team work, which is significant for harmonious living in the society (Smith, 2002). Sports also provide avenues for people to discover their unique talents. Football, athletics and basketball are among the sports that are broadcasted by global television channels through network providers such as DSTV. Sports attract large numbers of spectators, and they are some of the most important leisure activities for people after long days of work (Williams, 1992). In the contemporary sports, national teams compete with those from other nations. People from all over the world come together in sports either as spectators or players. It has helped in enhancing interaction between viewers from various cultural backgrounds. Television audiences enjoy viewing global events such as world cup, common wealth games as well as the regular European football tournaments (Papathanassopoulos, 2002). Generally, the time that viewers spend on television can act as an indicator of their perception regarding the particular programs watched. Studies indicate that an average American spends four hours per day watching television. Some people get engrossed in television programming such that they talk less while relaxing and spend most of their time watching television virtually all programs after work (Williams, 1992). Television sets installed in contemporary workplaces are significant for employee motivation. However, watching television in the workplace is mainly during relaxation hours. Television is viewed as an indicator of a civilized society (Silverstone, 1994). Any household with a stable income strives to acquire a television set especially if any member of the household is aware of a particular program that could be entertaining for the family. Television viewing also connects a household to the bigger society that it shares common interests such as national politics, which is the major reason behind politicians ensuring that they appear on television as many times as possible to remain relevant in the society (Katz, 2009). According to Smith (2002), children in the contemporary society are exposed to television programming that poses a risk in their learning if there is inadequate guidance. In the contemporary society, television plays a significant role in keeping children busy as their care takers attend to other chores. In some instances, children are left alone glued to the television, which leads to distorted learning. This is because the children are unable to differentiate between reality and fiction. They may be exposed to violent scenes, sexual imagery and unrealistic representations that may affect their behavioral development. Television is regarded as an authentic source of information among the audiences and therefore there is the likelihood of the idealistic content being conceptualized as real thereby influencing the ideals, thoughts and conduct (Ward, 2008). Silverstone (1994) blames the emerging lifestyles whereby young stars imitate pop stars and the increase in preference of fast food and junk meals to lack of proper interpretation and critical thinking among the young audience. Moreover, television entertainment has significantly contributed to obesity among children and adults in most western countries due to the many hours spent watching programs. Nevertheless, viewers are also exposed to educative programs on nutrition and health as well as weight control through exercise (Ward, 2008). The television’s potential to link and inform the society may become outshined by a deficit of personal responsibility while engaging in the daily programming, which demeans its image in the society. Soon after its inception, the television was viewed as a significant development to enlightenment of the society, and its future was considered to be bright and successful (Silverstone, 1994). However, according to Papathanassopoulos (2002), the original programming was conscious of ethical standards. In the modern society, parents are battling with deteriorating morals as a result of gross imagery viewed by children and adults alike since they are unable to regulate what appears on TV. Conclusion Technological advancements have contributed significantly to the audiences’ engagement with television programming. The satellite technology is one of the notable developments that have exposed television viewers to a wide range of channels allowing them to choose high quality programs including sports, religious programs, wildlife and movies. The internet technology has increased accessibility and engagement of viewers to television programs from their computers. Television enabled mobile phones are also in the market and people can pay to access their favorite programs. The social implications of television viewing are momentous especially the influence of television programming on viewer’s lifestyles. Continuous transformation of the global society as a result of television viewing can not be ignored. Television viewing is mainly considered to be an informative leisure activity that offers inspirational experiences. However, irresponsible programming may negatively influence the ideals and conduct of children especially if they lack guidance with regards to reality or imaginary nature of programs. References Booth, C. (2010). Chapter 2: IP Phones, Software VoIP, and Integrated and Mobile VoIP. Library Technology Reports, Vol. 46 (5), pp. 11–19. Bignell, J. (2004). An Introduction to Television Studies. 2nd ed. London: Routledge. Cantner, U. and Pyka, A. (1998). Absorbing Technological Spillovers: Simulations in an Evolutionary Framework, Industrial and Corporate Change, Vol. 7 (3), pp. 369-397. Crocker, J. (2000). A Collective Self-Esteem Scale: Self-Evaluation of Ones Social Identity”, European Journal of Social Psychology, 24 (6), pp. 350-366. Katz, E. (2009). The End of Television? Its Impact on the World (So Far), Los Angeles: Sage. Lee, C. D., & Smagorinsky, P. (2000). Vygotskian perspectives on literacy research: Constructing meaning through collaborative inquiry. 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