The Influence of TV
Social Effects of TV
TV: Good or Bad?
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Does TV influence our speech?
Does TV affect our political views?
Does TV persuade us to buy products?
Does TV reinforce or counter stereotyping?
Does TV challenge our beliefs?
Can TV make us do something we normally may
not do?
TV: Good or Bad?
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Does TV change our minds?
Does TV impact our lives?
Does TV make us a better person?
Does TV enrich our lives?
TV: Good or Bad?
On a good day, TV:
 entertains
 informs
 persuades
 enlightens
 educates
TV Good or Bad?
On a bad day, TV:
 desensitizes the world to violence
 reduces political discourse to soundbites
 fosters short attention spans
 promotes a sedentary lifestyle
 encourages crass materialism
 demeans women and fathers
TV: Good or Bad?
What is television’s responsibility to its viewers?
TV and Sex
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75% of prime time series feature some form of
sexual content -- either physical or verbal.
Two years ago, 67% featured “sex.”
Sexual intercourse is firmly suggested in 10% of
all shows.
Just 10% of all shows with sexual content make
even a passing reference to “safe sex.”
TV and Sex
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A study by the Parents Television Council
reported that “objectionable” material aired in
what was formerly considered the family viewing
hour has increased by 75% in the last 18 months.
94% of sex on television is between people who
are not married to each other.
TV and Sex
Teens watch three hours of television daily.
Research shows that television “hastens the
initiation of sexual activity” in teens.
But, research also shows that television can be an
effective source of information about birth
control, STDs, date rape, etc.
TV and Stereotypes
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Only 1.4 percent of major characters in TV are
African-American (13% of total U.S. population)
Asian/Pacific and Latino/Hispanic characters are
also under-represented.
Men outnumber women 2-1
TV and Politics
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Since 1960, the media has been the most
dominant influence in politics.
The media help candidates gain political
awareness.
News coverage helps determine issues -- agendasetting.
Political ads can significantly help or hurt a
candidate.
TV and Politics
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Televised debates between candidates (and the
accompanying coverage) bring attention to the
candidates and the issues.
Election coverage, specifically exit polls, can
have a significant impact on voter turnout.
TV and Politics
In 1952, Walt Disney created a commercial for
Dwight Eisenhower – “You like Ike. I like Ike.
Everybody likes Ike.”
Political advertising first became a separate
advertising category in 1970 when candidates
spent $12 million on television commercials.
TV and Politics
In the next 18 months, candidates are expected to
spent $3 billion on political ads. That’s a 43
percent increase from 2006.
TV and Violence
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Over 3,000 sociological studies have
demonstrated that television teaches children that
guns and violence solve problems.
These studies agree that television and its
portrayal of violence affects the way children
perceive people and that is shapes the
expectations about their future.
TV and Violence
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George Gerbner says the use of gratuitous
violence on television creates anxiety -- a
viewer’s expectations of violence are far greater
than the actual threat.
Viewers also become desensitized to violence.
Viewers don’t see the consequences of violence.
TV and Violence
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By the end of elementary school, children will
have seen 10,000 violence acts on television
(8,000 are murders). By the end of high school,
that figure jumps to 200,000 violence acts (14,000
murders).
Children become less sensitive to the pain and
suffering of others.
TV and Violence
Children may become more fearful of the world
around them.
 Children may be more likely to behave in
aggressive or harmful ways toward others.
However, the overall violence figures among kids
is falling. The number of children under the age
of 17 who commit murder is 65 percent lower
than it was in 1993.
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TV and Shame
We like to watch other people being humiliated.
 American Idol
 Jerry Springer
 The Bachelor/Bachelorette
 Trading Spouse
Theories of Media Effects
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Hypodermic Needle Theory -- propaganda
Limited Effects Theory -- persuasion -- reinforces
existing conditions
Specific Effects Theory -- media compete and
complement other sources of influence