People Will Read Again! Curtailing the Detriments of Excessive Television
Written By: Eric Douglas Statzer
In an age where television is the predominant form of home entertainment, the screen is a dominant force of influential communication. With billions of dollars devoted to the advertising intertwined within the programming, television drives the subconscious inconspicuously, sometimes manipulatively. The research and dedication to the science of television advertising is remarkable, as over the course of time companies have vastly improved the efficiency of television advertising, and have nearly perfected the ability to target specific demographics. Mankind has been influenced, persuaded, even coerced for thousands of years, but at no time in history has its efficacy been so powerful and so prevalent as with television. With the priority of persuasion and the keen ability to influence, television advertising has evolved as a prolific form of communication, and the freedoms to engage in what’s known as commercial speech are protected by the First Amendment.
Considering this, one can easily imagine the ability businesses have conveying their products, services, and messages. The industries that are dominant in the television advertising sector are very well known to all of us: automotive, alcohol, credit cards, movies, prescription drugs, are amongst a few. Even within the programming: sitcoms, reality shows, series, and movies that air, advertising is prevalent. Whether in the form of a message representing a certain political or religious stance, or even as simple as product placement: a pack of Virginia Slims on the nightstand at bedtime, almost every aspect of television is representing more than just a script, far more than just wholesome entertainment. Furthermore, the emergence of reality television has also become a major influence in today’s world, specifically popular culture. From the conduct, attitudes, behavior and demeanor of the characters, to the clothes they wear and the styles they portray, reality television has almost single handedly shaped an entire generation. These performers are advertising simply by marketing their lifestyles.
Known for her writing about families in modern society, Marie Winn wrote a book in 1977: The Plug-In Drug: Television, Children, and the Family. In that book she quotes a writer from 1949: “Television is going to be a real asset in every home where there are children.” (Winn 438) Today the average home has more television sets than people, and the influence on our children has never been greater. Winn writes from the perspectives of early television critics: “The splintering of the multiple-set family was something the early writers did not foresee. Nor did anyone imagine the number of hours children would eventually devote to television, the changes television would effect upon child-rearing methods, the increasing domination of family schedules by children’s viewing requirements – in short, the power of television to dominate family life.” (439) The average child spends more time in front of a television set today than at any time since its inception, and today’s programming is not as wholesome and ethical as it once was. Granted, television has its advantages for children including and almost entirely limited to educational programming, but the detriments greatly outweigh the benefits. Television has an impactful contribution to family life, but not in a positive effect. It has indeed affected American society for worse.
Our children are regarded as the most vulnerable demographic thus television advertising has aggressively targeted this group for decades. The influential effects have been so detrimental that governments across the world have stepped in and implemented regulations on the industry regarding the intentional targeting of children from toddlers to adolescence. Eric Schlosser is a famed journalist and writer known for work such as Fast Food Nation and Kid Kustomers. In Kid Kustomers, Schlosser writes about the direct targeting and influence today’s television-marketing campaigns have on children. He writes about what companies recognize as “cradle-to-grave” strategies where pioneers such as Ray Kroc and Walt Disney realized that “children often recognize a brand logo before they can recognize their own name.” (Schlosser 354) Regulations only restrict the blatantly aggressive marketing toward children, and many of today’s manipulative marketing is disguised in forms such as product placement. 5.2 million dollars was spent in 2006 on product placement that was specifically geared toward those aged 2-17 years.
Aggressors prey on the vulnerable, the vulnerable then adapt to anything the aggressors portray as mainstream, and for the rest of their lives that certain brand recognition is imbedded in them. Children in particular favor cartoons, and four years after R.J. Reynolds introduced Joe Camel in the 1980s, the Journal of the American Medical Association published a study that found nearly every American six-year-old child could recognize this hip cartoon mascot who was just as recognizable to them as Mickey Mouse. The same association found that 1 out of every 3 cigarettes sold to minors were Camels. (Brody) This is a prime example of the aggressors preying on the vulnerable. Subsequently, the Joe Camel ad campaign was discontinued. Furthermore, cigarette commercials have been banned in the United States since 1970. Just imagine the effects of childhood smoking if Joe Camel had been allowed in a children’s cartoon series as a recurring character. His swagger as he stretches out in his beach chair and lights up a cigarette after an adventurous stroll down the sandy shore in his khaki shorts and sleeveless tee, he’s the idolized epitome of manliness, the paragon of cool.
This subliminal and manipulative campaign exposes the dangers and vulnerability in advertising to children and teens also. With the understood effects of advertising within television programming, we now better understand the negative impact this instrument has on society.
With television exposure at an all-time high, its influence has had a multitude of negative effects: increased childhood obesity due to lack of exercise; aggressive behavior due to exposure to television violence; and with many television characters depicting risky behaviors, addiction to smoking and drinking is also a major concern. Prime-time television airs an average of over twenty violent acts per hour on children’s programming, and by the age of twelve the average American child will have seen 8,000 murders in the media. “With well over one thousand studies, the Conclusion of the public health community, based on over 30 years of research, is that viewing entertainment violence can lead to increases in aggressive attitudes, values and behavior, particularly in children.” (TV Bloodbath) Children are becoming desensitized to violence and the evil in the world due to excessive television.
Marie Winn wrote: “Culture generally has been transformed by television. Participation in church and community activities has diminished, and television has considerably caused this decline. Through the changes it has made in family life, television emerges as the important influence in children’s lives today.” (Winn 439)
Too much television is proven to be unhealthy to a developing child as the first two years of a child’s life are critical for neurological development. According to the American Academy of Pediatrics, children under the age of two should not watch any television at all, and those older than two should watch no more than one to two hours a day of quality, educational, programming. Television can interfere with the physical and social development of a child. It prevents a child from socially interacting with others, including parents and family. “Recent research makes it clear that young children learn a lot more efficiently from real interactions – with people and things – than from situations appearing on video screen.” (Carey) It causes social isolation that limits their peer integration forming a dependency on television to fill that social void.
Television has devalued the quality of life amongst families as well. Parents now accept a television-dominated family life. Marie Winn asks: “Isn’t there a better family life available than this dismal, mechanized arrangement of children watching television for however long is allowed them, evening after evening?” (Winn 441) It has developed into a caretaking institution where “the children have their regular schedule of television programs and bedtime, and the parents have their peaceful dinner together.” (Winn 441) The ordinary daily family life and bonding has been destroyed by this powerful, yet detrimental medium. The shift from television being merely a box in the living room, used as an occasional form of home entertainment, to revolutionizing culture and family life from a sedentary existence, has brought about great implications for the modern family. For children, the change is prevalent: eating patterns, bedtimes and evening routines, reading, writing, sports, church attendance, all suffer from the dependency of television and the habitual viewing habits that are widespread. As for family, bonding and communication suffer, and many families no longer have seated dinners together without the television on simultaneously. For worse, it has become the centerpiece of the American living room and the nucleus of the home.
The disadvantageous effects of too much television have been clearly identified. Any sensible person would agree that it’s harmful to our children, families, and our culture, and has segmented society. But television is not entirely unwholesome to the human race, and the twentieth century has proven television to be an asset in terms of communication and outreach, awareness and knowledge. It is the abuse of television that has cast a negative light upon such a marvelous technology. It is the infatuation of television that has caused it to be deemed unhealthy, and people have incorporated the belief that television reflects society’s true values and standards, that it candidly portrays our cultural landscape. It is the lack of personal responsibility in parenting that has allowed our children to become besotted with the need for television as the predominant source of entertainment.
The need for a change is evident but is it achievable? Will this generation finally grasp the importance and necessity of this change? The consequence of societies’ infatuation with television has already wreaked havoc in too many ways. It is up to us to curtail this downward spiral of moral and ethical standards caused by the ostentatious programming that floods the airwaves of television today. It is our responsibility to manage the accessibility of television to our children and then fill that new void with what was once cherished: communication, recreation, community involvement, outreach and creativity. We must rise from this lethargic state and pull the plug on excessive television. Society will then experience a new emphasis on individuality, morality, culture, and freedom. People will read again!
Works Cited
Winn, Marie. “Television: The Plug-In Drug.” 50 Essays: A Portable Anthology. Ed. Samuel Cohen. 3rd ed. Boston and New York: Bedford, 2011, 438-446. Print.
Schlosser, Eric. “Kid Kustomers.” 50 Essays: A Portable Anthology. Ed. Samuel Cohen. 3rd ed. Boston and New York: Bedford, 2011, 353-357. Print.
Brody, Jane E. “Smoking Among Children Is Linked To Cartoon Camel in Advertisements.” www.NYTimes.com. American Medical Association. 11 Dec. 1991. Web. 1 Dec. 2012.
“TV Bloodbath: Violence on Prime Time Broadcast TV.” A PRC State of the Television Industry Report. www.ParentsTV.org. n.d. Web. 1 Dec. 2012.
Carey, Benedict. “Parents Urged Again to Limit TV for Youngest.” www.NYTimes.com. American Academy of Pediatrics. 18 October, 2011. Web. 1 Dec. 2011








