TELEVISION has become very much a part of life for most people today. In the U.S. some consider it the most important item in the home. In China it has replaced bicycles and sewing machines as the latest status symbol. In Britain more and more people are seeking medical treatment for stomach ailments, backaches and poor leg circulation due to long hours spent sitting in front of the “telly.
Worldwide, there are 465 million television sets in useone for every 10 people on earthand some sets are turned on as many as six and a half hours a day. This proliferation of TV has become the focal point of a great deal of research and study.
Power of the Visual Medium
“Television has a transforming power at least equal to that of the printing press and possibly as great as that of the alphabet itself, claims communications professor Neil Postman in an interview published in U.S. News & World Report. This is really not surprising because, basically, television is a visual medium. But, unlike the printed page, its motion, sound and often colorful pictures give the viewer a you-are-there feeling. In this way, it engages the viewer’s full attention body, mind and emotion. This, in turn, lowers or even overpowers the viewer’s critical and analytical faculties, making whatever appears on the TV screen seem quite believable and acceptable.
Advertisers apparently are well aware of this unique power of television. Each year they spend billions of dollars on TV commercials with one objectiveto move the viewers to buy their products. Typically, such commercials as those for designer jeans say nothing about the quality or cost of the product, but capitalize on the power of the “image they present to the prospective buyers, who are willing to pay two or three times the usual price for what they see advertised on TV.
Another characteristic of television is its ability to reach a vast audience around the world more or less simultaneously. For instance, it was reported that 600 million TV viewers worldwide saw man first set foot on the moon at the moment it happened, and some 1,000 million people watched the events of the 20th Olympic Games on TV as they took place.