Extract from :
Amusing Ourselves to Death
"What is television ? What kinds of conversations does it permit ? What are the intellectual tendencies it encourages ? What sort of culture does it produce ?
Each technology has an agenda of its own. It is, as I have suggested, a metaphor waiting to unfold. The printing press, for example, had a clear bias toward being used as a linguistic medium. It is conceivable to use it exclusively for the reproduction of pictures. And, one imagines, the Roman Catholic Church would not have objected to its being so used in the sixteenth century. Had that been the case, the Protestant Reformation might not have occurred, for as Luther contended, with the word of God on every family’s kitchen table, Christians do not require the Papacy to interpret it for them. But in fact there never was much chance that the press would be used solely, or even very much, for the duplication of icons. From its beginning in the fifteenth century, the press was perceived as an extraordinary opportunity for the display and mass distribution of written language. Everything about its technical possibilities led in that direction. One might even say it was invented for that purpose.
The technology of television has a bias, as well. It is conceivable to use television as a lamp, a surface for texts, a bookcase, even as radio. But it has not been so used and will not be so used, at least in America. Thus, in answering the question, What is television?, we must understand as a first point that we are not talking about television as a technology but television as a medium. There are many places in the world where television, though the same technology as it is in America, is an entirely different medium from that which we know. I refer to places where the majority of people do not have television sets, and those who do have only one; where only one station is available; where television does not operate around the clock; where most programs have as their purpose the direct furtherance of government ideology and policy; where commercials are unknown, and “talking heads” are the principal image; where television is mostly used as if it were radio. For these reasons and more television will not have the same meaning or power as it does in America, which is to say, it is possible for a technology to be so used that its potentialities are prevented from developing and its social consequences kept to a minimum.
But in America, this has not been the case. Television has found in liberal democracy and a relatively free market economy a nurturing climate in which its full potentialities as a technology of images could be exploited. One result of this has been that American television programs are in demand all over the world. The total estimate of U.S. television program exports is approximately 100,000 to 200,000 hours, equally divided among Latin America, Asia and Europe.1 Over the years, programs like “Gunsmoke,” “Bonanza,” “Mission: Impossible,” “Star Trek,” “Kojak,” and more recently, “Dallas” and “Dynasty” have been as popular in England, Japan, Israel and Norway as in Omaha, Nebraska. I have heard (but not verified) that some years ago the Lapps postponed for several days their annual and, one supposes, essential migratory journey so that they could find out who shot J.R. All of this has occurred simultaneously with the decline of America’s moral and political prestige, worldwide. American television programs are in demand not because America is loved but because American television is loved.
We need not be detained too long in figuring out why. In watching American television, one is reminded of George Bernard Shaw’s remark on his first seeing the glittering neon signs of Broadway and 42nd Street at night. It must be beautiful, he said, if you cannot read. American television is, indeed, a beautiful spectacle, a visual delight, pouring forth thousands of images on any given day. The average length of a shot on network television is only 3.5 seconds, so that the eye never rests, always has something new to see. Moreover, television offers viewers a variety of subject matter, requires minimal skills to comprehend it, and is largely aimed at emotional gratification. Even commercials, which some regard as an annoyance, are exquisitely crafted, always pleasing to the eye and accompanied by exciting music. There is no question but that the best photography in the world is presently seen on television commercials. American television, in other words, is devoted entirely to supplying its audience with entertainment.
Of course, to say that television is entertaining is merely banal. Such a fact is hardly threatening to a culture, not even worth writing a book about. It may even be a reason for rejoicing. Life, as we like to say, is not a highway strewn with flowers. The sight of a few blossoms here and there may make our journey a trifle more endurable. The Lapps undoubtedly thought so. We may surmise that the ninety million Americans who watch television every night also think so. But what I am claiming here is not that television is entertaining but that it has made entertainment itself the natural format for the representation of all experience. Our television set keeps us in constant communion with the world, but it does so with a face whose smiling countenance is unalterable. The problem is not that television presents us with entertaining subject matter but that all subject matter is presented as entertaining, which is another issue altogether.
To say it still another way: Entertainment is the supra-ideology of all discourse on television. No matter what is depicted or from what point of view, the overarching presumption is that it is there for our amusement and pleasure. That is why even on news shows which provide us daily with fragments of tragedy and barbarism, we are urged by the newscasters to “join them tomorrow.” What for ? One would think that several minutes of murder and mayhem would suffice as material for a month of sleepless nights. We accept the newscasters’ invitation because we know that the “news” is not to be taken seriously, that it is all in fun, so to say. Everything about a news show tells us this — the good looks and amiability of the cast, their pleasant banter, the exciting music that opens and closes the show, the vivid film footage, the attractive commercials — all these and more suggest that what we have just seen is no cause for weeping.
A news show, to put it plainly, is a format for entertainment, not for education, reflection or catharsis. And we must not judge too harshly those who have framed it in this way. They are not assembling the news to be read, or broadcasting it to be heard. They are televising the news to be seen. They must follow where their medium leads. There is no conspiracy here, no lack of intelligence, only a straightforward recognition that “good television” has little to do with what is “good” about exposition or other forms of verbal communication but everything to do with what the pictorial images look like.
Film, records and radio (now that it is an adjunct of the music industry) are, of course, equally devoted to entertaining the culture, and their effects in altering the style of American discourse are not insignificant. But television is different because it encompasses all forms of discourse. No one goes to a movie to find out about government policy or the latest scientific advances. No one buys a record to find out the baseball scores or the weather or the latest murder. No one turns on radio anymore for soap operas or a presidential address (if a television set is at hand). But everyone goes to television for all these things and more, which is why television resonates so powerfully throughout the culture. Television is our culture’s principal mode of knowing about itself.
Therefore — and this is the critical point — how television stages the world becomes the model for how the world is properly to be staged. It is not merely that on the television screen entertainment is the metaphor for all discourse. It is that off the screen the same metaphor prevails. As typography once dictated the style of conducting politics, religion, business, education, law and other important social matters, television now takes command. In courtrooms, classrooms, operating rooms, board rooms, churches and even airplanes, Americans no longer talk to each other, they entertain each other. They do not exchange ideas; they exchange images. They do not argue with propositions; they argue with good looks, celebrities and commercials. For the message of television as metaphor is not only that all the world is a stage but that the stage is located in Las Vegas, Nevada."
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