Principles of Mass Communication: Television As A Major Social Force (original) (raw)
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The Effects of Television: Views from the Next Generation
1987
Research on audience response to television suggests that viewers are actively involved, apply identifiable and consistent evaluative criteria, and have distinct ideas about the role of the medium in their lives. In light of this research, a study focused on 264 randomly selected sixth through tenth grade students in a Tennessee school system to determine the influence of television on their lives. The subjects wrote essays in their English classes describing what they felt to be the influence of television on them, their family, or American society. Essays were coded for both the number and type of influence cited by each student. Results indicated little evidence of clear-cut positive or negative interpretations of the medium's influences. Students identified a wide variety of both positive and negative effects. At least 90% of the subjects had something positive to say about television, and its entertainment value and usefulness as an information source were frequently cited. Only 62% of the sample identified at least one negative influence of television, and the most frequent criticism was that exposure to television sex, drugs, and violence might negatively affect impressionable viewers' behavior. Multivariate analyses indicated that both IQ and grade level were significantly related to mentions of positive and negative influences of television, with older and brighter students tending to be more negative and cynical about television's effects. (SKC)
Television and the active audience
2000
Original citation: Livingstone, Sonia (2000) Television and the active audience. In: Formations: 21 century media studies st . Manchester University Press, Manchester, UK, pp. 175-195.
TV living: television, culture, and everyday life
1999
TV Living presents the surprising results of the largest survey of television viewing habits ever completed. For five years, 500 people kept a diary of their television viewing, their lives, and the relationship between the two. The results upset and confirmed commonly held beliefs about audiences, such as: television is not a masculine domain, the elderly audience has diverse tastes, and people regulate how much violence, sex, or bad language they watch.
Approaches to the Study of Television
Journal of Social Issues, 1962
When I agreed to edit an issue of this Journal on the social effects of television, I faced a difficult task of selection. For answers to the question "what are the effects of television?" vary with the approach of the questioner. Entirely different answers are likely to be given
ON THE MEANING AND VALIDITY OF TELEVISION VIEWING
Human Communication Research, 1978
The construct validity of “television viewing” is developed and explicated. It is suggested that while this concept is usually used as a strict behavioral variable, many different constructs are implied by it. The construct validity of television viewing can be derived from a conceptualization of what it is in television which, when viewed, or exposed to, interacts with human behavior and attributes. Four such conceptualizations are illustrated, each leading to a different construct of “viewing”: (1) television as a social-situational factor involving choice behavior between activities; (2) television as a transmission of a content repertoire, implying decision-making regarding messages; (3) television as a source of content-messages dealing with recall, comprehension, and attitude change; and (4) television as a “language” pertaining to the processes of encoding messages in the service of extracting knowledge.
Television Use by Children and Adolescents
Human Communication Research, 1979
The investigation explored the relationships between child and adolescent television use motivations and various sociodemographic characteristics, television viewing levels, program preference, and television attitudes. Six viewing motivations were identified: learning, passing time or habit, companionship, escape or forget, arousal, and relaxation. Age was the only demographic correlate of most of these functions. All viewing motivations correlated positively with television viewing levels, medium attachment, and perceived content reality. However, when age and level of viewing were partialed out, habitual viewing was no longer found to correlate with perceived reality. Several significant associations between viewing motivations and program preference were also noted. Arousal viewers preferred dramatic programs, while habitual, escapist, and companionship viewers favored comedies. Habitual viewers also shunned news and public affairs programs. Implications of the findings were discussed within the conceptual rubric of the uses of gratifications research perspective. Approaches to mass communication research have evolved from two general underlying perspectives of audience behavior and social influence. Attempts to study media impact initially evolved from a media effects orientation assuming an influence of media messages on reactive individuals. Efforts to study media functions emerged from a media uses orientation emphasizing actively selective individuals who choose and utilize media content to gratify certain needs, interests and expectations. Each of these perspectives is not without its merits and limitations. The study of media effects has sought to isolate a set of factors which would permit investigators to explain and to predict "whether a given communication will have a desired effect on a specified receiver" (Schramm, 1963, p. 41). The perspective has its roots in stimulus-response behavioristic theory of attitude and opinion change guided by a psychological audience model assuming atomistic audiences who receive media messages which may
Journal of Child and Family Studies, 2000
Most North American families raise their children with television (TV). A startling 99% of U.S. families with children under the age of 18 have at least one TV set in their homes. There is a severe lack of research on families without TV, mostly because this disparate group is extremely small and difficult to find. The authors sought to find families who had children younger than 18 years in which the parents consciously decided not to have a TV in their home because they wished to avoid its influence while raising their children. The authors ran an advertisement in their local newspaper and located four families who had lived for several years without TV and qualified for and agreed to participate in the study.
"Television, Social Problems, and Social Change"
“Television, Social Problems, and Social Change.” In Craig Calhoun and George Ritzer, (Eds.), Social Problems, McGraw-Hill Primis., 1995
How should we assess the ways in which television and other media fundamentally change in the experiential worlds of children? Is television fostering similar changes in the world views of adults? Are television’s influences necessarily bad? In short, should television and other media be viewed primarily as social problems? Or are the effects of modern media more complicated? These are some of the questions to be tackled in this essay.
Understanding Television: A Journey Through Its Theories and Practices
Sarmal Kitabevi, 2024
PREFACE Television has long been a cornerstone of modern culture, shaping our understanding of the world, influencing public opinion, and providing endless entertainment. From its early days of black-and-white broadcasts to the era of streaming services and high-definition displays, television has undergone a remarkable transformation. This journey, filled with technological advancements and cultural shifts, has made television indispensable daily. As an academic in the Faculty of Communication, I have had the privilege of exploring the multifaceted world of television and witnessing its profound impact on society. My academic career has been dedicated to understanding the intricate relationship between television and its audience, the sociopolitical implications of its content, and the ever-evolving nature of its production techniques. This book, Understanding Television: A Journey Through Its Theories and Practices, is the culmination of years of study, teaching, and passion for the medium. The inspiration for this book comes from the realization that television, despite its ubiquity, remains a complex and often misunderstood medium. It is a powerful tool for storytelling, education, and cultural transmission, but it is also a commercial enterprise driven by ratings and advertising revenue. This dual nature of television presents opportunities and challenges, which I aim to explore comprehensively in this book. As a medium, television has evolved far beyond its origins as a simple broadcast technology. It has become a pervasive force in modern society, shaping our culture, influencing our perceptions, and reflecting our collective values. In this journey through the complexities of television, we explore its technical and theoretical dimensions and profound impact on our lives. From its inception, television has been more than just a means of communication; it has been a conduit for cultural exchange, a mirror of societal norms, and a powerful tool for information dissemination and entertainment. This book delves deep into the multifaceted world of television, examining its role as the primary image source of our modern globalized society and its transformation into a commodity produced and consumed by millions. In Chapter I: The Emergence and Development of Television, we trace the fascinating history of television's emergence, from the early international broadcasting efforts to development within specific national contexts such as Turkey. Through trials and innovations, television evolved into a cornerstone of modern media, enriched by commercial ventures that personalized broadcasts and diversified content offerings. Chapter II is titled Television News. Television journalism has undergone significant transformations, from its pivotal role in shaping public opinion during the living room wars to the augmented reality practices of contemporary newsrooms. We examine how television news coverage has shaped global perceptions and explore its enduring impact on societal discourse. Chapter III’s title is Advertisements. Television advertisements sell products and perpetuate cultural ideals, often depicting beauty standards and influencing body image perceptions. This chapter explores the complex relationship between media representation and consumer behavior, highlighting the ethical implications of advertising practices. Chapter IV’s title is Reality Shows. The rise of reality television has redefined celebrity culture and entertainment consumption. We delve into the history of reality shows, from their inception to their pervasive influence on contemporary media landscapes, examining their cultural impact and societal implications. Chapter V is Key Theories in Television Studies. This chapter navigates through vital theoretical frameworks that underpin television studies, including Shannon and Weaver’s communication model, cultivation theory, agenda-setting theory, and cultural imperialism theory. These theories illuminate how television shapes perceptions, behaviors, and societal structures. Chapter VI is Television, Subject, and Representation. Television's portrayal of gender, age, and cultural diversity is crucial in shaping societal attitudes and norms. We explore sexism, ageism, and hate speech within the context of television representation, emphasizing the medium's potential for both social progress and the perpetuation of stereotypes. Chapter VII is Setting Up Shots on Television. Behind every compelling television moment lies meticulous planning and execution. This chapter provides insights into the technical aspects of television production, from camera angles and movements to the art of setting up shots that captivate audiences and convey narratives effectively. As we conclude our exploration, we reflect on television's ongoing evolution and future trajectory. From emerging technologies to shifting audience preferences, television continues to adapt and redefine itself, promising new opportunities and challenges in the dynamic landscape of global media. Finally, in the resources section of the book, you can see both the resources cited in the book and the resources I have used while giving lectures and publishing on this subject for many years. Understanding Television is crafted to serve as a comprehensive guide for students, scholars, and professionals seeking to understand television's complex nature. It bridges television's theoretical and technical aspects, thoroughly exploring its history, evolving theories, and the practicalities of production and broadcasting. Television continues to be a dynamic and influential medium, constantly evolving with technological advancements and shifting viewer preferences. Digital technology and the rise of streaming platforms have revolutionized how content is produced, distributed, and consumed. By exploring this book's theoretical foundations and practical techniques, readers will understand the medium and be better prepared to navigate and contribute to its future. In writing this book, I aimed to create a resource that is both informative and engaging. I hope it will inspire a deeper appreciation for the art and science of television and encourage critical thinking about its role in society. Whether you are a student beginning your journey into media studies, a scholar seeking to deepen your understanding or a professional in the field, I hope this book will serve as a valuable resource and a source of inspiration. Thank you for embarking on this journey with me. I look forward to exploring the fascinating world of television together. Prof. Dr. Aybike SERTTAŞ aybikeserttas@yahoo.com İstanbul, 2024.
DEBATES ON THE FUNCTION OF TELEVISION AS A SOCIAL FUNCTION DESIGNER1
Television can be said to be the most effective mass communication tool that shapes human life. Although the internet is sen as the most işportant the latest and perheps the most indispensable technological development in communication is used by the vast majority of society, one can not estimatethe television as a majör device in mass communication.In this article, comparing the opinions of the communicative experts from different ideological perspectives, the fact that television has a social transformation-configuration function that affects all sub-groups/ sub-cultures, starting from the partial audience (individual) have been discussed.On the one hand, television, which transforms the masses-by gathering perceptions in one spot and by channelizing the social sense, sometimes concealing it, marks as the technological and ideological impact sphere of naturel and global power struggles. Moreover, this attribute is carried out secretly by feeding it to the functions of entertainin-informing-educating, which it adds to its broadcasts.However, television has the function of being an opposition and signal device that awakens the masses. The thematic channels, especially in the face of mass channels, can create the opposite pole with unity and pluralism against to the matrix of control power/political power/capitalism. It can also become the guardian of the most fundamental human rights. However, in both options, it is important to remember that deconstructing feature of television against the hermeneutic qualities of the old MCTs such as newspapers, magazines and even radio. Perhaps the television earns the power of transformative power in a form that is hostile, re-empowering, in its deliberate attitude toward the single-mindedness of the old mass media, which represents the interpretative approach.