Television: A Double-edged Sword - Part One
by Lou Conjar
Of all communications media, television is by far the most powerful when it comes to influencing the minds of the average man, woman or child. Because it incorporates methods which can influence the mind on multiple levels, and involves multiple senses in its delivery, television can have a profound effect on the way people perceive themselves and the world around them.
Advertisors know this well, which is why they are willing to spend outrageous amounts of money on presenting their products and/or services to the people through this medium. Thirty or sixty second commercials can cost thousands, tens of thousands or even hundreds of thousands of dollars to be presented a single time if shown during prime time or during programs or special events that guarantee millions of viewers (and thus, millions of potential customers). Why would any company be willing to spend that kind of money for such a short period of exposure? Because that commercial could bring them millions of dollars in sales revenues. When you add in the additional cost of producing the commercial, you can really begin to appreciate how powerful this medium is. Companies would not stay in business long if the money they spent on advertising did not prove to be a profitable investment.
The television networks also know this very well, which is why they can charge so much to the advertisers for delivering the message to the viewer/consumer. It is also why there is so much spent on developing programming that will attract viewers and keep them coming back. If they cannot hold their audience, they will not be able to charge those astronomical fees for advertising. And so, the competition heats up as the networks vie for audience share - each trying to out-do the others - in order to hold the attention span of the people who are watching.
Unfortunately, in their quest for greater market share, most networks seem willing to go to any length to grab, and hold, the viewer's attention. Also unfortunately, one of the ways to get the viewer's attention is to use "shock value" and this seems to be the most popular method television executives have chosen to pursue. That is why the network's "News" shows have evolved into the "Bad News" shows. Almost every single "newscast" begins with headline segments consisting of the day's tradgedies. A murder occurred here, a robbery there, a plane crash over there. In a typical 30 minute news broadcast, the viewer will see about 28 minutes of crime, catastrophe, tradgedy, etc. (and commercials) and about 2 minutes of "happy" news - usually at the very end of the show. It is also why so many "talk" shows have sprung up which are really nothing more than "tabloid" journalism at its most offensive. It seems that the feeling among most television executives is that, if there is not enough "bad news" to report, let's "make some up" or let's find some people who are willing to say or do anything, even humiliate themselves (for a few minutes of fame or a few dollars), in order to keep the shock value up.
In other areas of programming, far too often, the same mindset seems to be at work. Daytime TV is dominated by "soap operas" which present characters and storylines that are sure to shock. Prime time is filled with violence, sex and topics that show the worst in people. Is it any wonder that people who watch a good deal of television (and most do - usually around 4 to 8 hours a day), develop a distorted view of reality? The hardest hit are the elderly and handicapped (or "physically challenged", to be politically correct). Television is their greatest means of contact with the world. Next are the children, who are more open to suggestion. But don't think for a minute that "normal", healthy, mobile adults escape the effects of all of this negative programming. Why do you suppose that there are so many stories of basically good people who suddenly "snap" and do the most outrageous or hideous things? After being bombarded with so much negativity, it could almost seem to be "normal" behavior. After all, you see it on television all the time.
I don't mean to present a total indictment against TV. There is some very good, uplifting programming available. There's just not enough of it. And that's a shame, because television can be used to present the most powerful ideas, the most wonderful experiences and the most incredible opportunities for personal growth imaginable. Fantastic concerts, uplifting stories of the human spirit, fabulous training and education - all of this and more can be delivered through the medium of television. Lives can be radically altered in positive ways by delivering material through this medium. The viewer can be given the opportunity to literally change their life simply by using the information that can be presented in uplifting, entertaining and FUN ways.
Television can give us the opportunity to gain an education equivalent to an advanced college degree program. It can give us the inspiration and motivation to create a successful business. It can stimulate the creative fire in us and cause us to develop incredible works of art, literature or music. It can provide a nurturing, supportive environment that promotes personal growth of all kinds. It can do all this and more.
Imagine a day when a lack of money no longer prevents anyone from obtaining a first class education. Imagine a day when people are encouraged to develop themselves to their fullest potential. Imagine a day when the opportunity to establish and build a successful business, which can provide the financial freedom necessary to live your life as you so desire, is available to anyone who is willing to put forth the effort.
That day is coming - and sooner than you think. I'll have more to say shortly on this topic. Stay tuned.
