This book by two leading experts takes a fresh look at the nature of television, starting from an audience perspective. It draws on over twenty years of research about the audience in the United States and Britain and about the many ways in which television is funded and organized around the world.
The overall picture which emerges is of: a medium which is watched for several hours a day but usually at only a low level of involvement; an audience which views mainly for relaxation but which actively chooses favourite programmes; a flowering of new channels but with no fundamental change in what or how people watch; programmes costing millions to produce but only a few pennies to view; a wide range of programme types apparently similar to the range of print media but with nothing like the same degree of audience ‘segmentation’; a global communication medium of dazzling scale, speed, and impact but which is slow at conveying complex information and perhaps less powerful than generally assumed.
The book is packed with information and insights yet is highly readable. It is unique in relating so many of the issues raised by television to how we watch it. There is also a highly regarded appendix on advertising, as well as technical notes, a glossary, and references for further reading.
Chapter 11: Concerns about Television
Concerns about Television
Because of its vast audiences, television inevitably raises concerns in the minds of the public and social commentators. A number of specific issues, such as the effects of television sex, violence, and profanity, generate a great deal of comment and controversy. Less seems to be written about two more general concerns, namely the programs offered and the large amount of time spent viewing. We turn first to these more general concerns.
People's primary concern about television seems to be the choice of programs available.
In social researchers' group discussions and consumer surveys, and also, we think, in ordinary conversation, people say that they mainly want more good programs and less repeats. Although this concern about programs may seem obvious, it is ...