Ch06 Effects of Television

EFFECTS OF TELEVISION ON SOCIETY Television broadcast has broad effects on the society all around the world. The strong verbal and non-verbal combination and the facility to highlight different subject matters created one of the most important impressions in mass media. There are so many angles to see as to what extent TV has brought about changes in daily life of people and the nations as well. Here we will see some of the key changes affected by TV transmissions in general. Seeing is believing The authenticity of news and other informative material has never been more acceptable to people through other means of communication than the one available on TV. People already informed about an event still like to see the news along with footage on TV. For instance, the winning run scored by your favorite team in an exciting match is something people would like to see again and again although they know the outcome of the match. So is about visuals on accidents and unusual events like hanging of Iraqi leader Saddam Hussain etc. Changes in timings Most people have tuned their daily timings in accordance with their popular programs. Students tend to finish their homework before their favorite show. Housewives would make their cooking schedule as not to miss the soap tonight. Men would get ready for relaxing by watching programs of their interest. Much noticeable change is in bed-timings. Early to bed... dictum seems to have lost its meaning and watching TV till late night has become a norm at most households until children get a gaze from parents they tend to fight sleep only to watch a play or a show and discuss it next day with class-mates. Fashion Working on the psyche of youth, especially young ladies, TV plays and shows have concentrated over the years in introducing new and trendy dresses, particularly in the advertisements which are integral part of TV transmissions all across the world. The new hair styles, dresses, make up and even body gestures very quickly gain currency and after any popular show or a drama serial its fashion effects are easily seen on the people. Household entity and change in habits TV has become one essential household entity. You remove TV from the house and everybody starts feeling as something is missing. It is this strong feeling of TV presence that is helping change habits pertaining to talking style, eating timings, and seeing relatives etc. Increasing general know-how Being a strong medium TV has remarkably worked to increase general know-how on various matters of daily life. Though you are not concentrating hard on a program on health matters, the visuals shown are telling you how to clean your teeth or apply a medicine or take exercises. Watching a documentary on wild-life, even casually, makes you much more informed about so many aspects of ecological system and the habitat. Cultural changes and influences Perhaps most affected of all areas due to watching TV is the cultural changes that have come about over the years. TV dramas and discussion programs have largely influenced the thought process of many on normal living to acculturation by seeing the blaze of exotic life style. That is one reason that intellectuals always campaign to show as much of a local culture on TV broadcast as possible so that cultural identity of a particular region, tribe, nation or clan be kept in its traditional way. There have been long debates on the influence of other cultures, especially the ones from the west, on the living style of other societies through TV programs. Smelling a deliberate attempt to seduce the youth of conservative societies to the sparkling and bold images of the west, there rages a strong debate under the title of cultural imperialism. Of late, these debates are paying off as there is an element of awareness to resist such manipulations and to keep one’s culture well defended against such invasions. Nonetheless, the conflict of influencing cultures through TV showings during news, entertainment and sports is going strong. Institutional transformation TV has been chiefly responsible for the decline of cinema and stage. The time for gathering the family members for the matinee show is long over. The unique exercise of going to a huge cinema house braving extreme weather and other odds and watching action on large silver screen is no more with the same zeal. In most cases it is an interesting TV drama, musical show or a cricket match which is not allowing family members or friends to go out for entertainment. And how can it be if almost free of cost high quality and at times, a real time entertainment is available at home. In many countries, and Kenya is no exception, theaters have seen a steep decline in their business. Many a theaters have been demolished only to be rebuilding as commercial plazas and there have been chaotic voices from different corners of the entertainment industry for the government to undertake some steps to save the cinema life. Case Study The nation's established mass media—radio, films, and newspapers—reacted differently to television's sudden presence in the American home. Radio felt the effects first, as audiences for radio programs, particularly in the evening, dropped sharply in the first half of the 1950s. Radio's relative portability allowed some recovery, especially with the development of the transistor. Then, too, in the 1950s, most Americans only owned one television. Those unhappy with what another family member insisted on watching could listen to a radio elsewhere in the house. Moreover, radio could be a diversion for those doing the dishes or cleaning a room. At the same time, radio listening while driving became much more common as more automobiles were equipped with radios, and the percentage of Americans who owned cars increased. In addition, some radio stations broke with an older industry tradition by targeting a demographic subgroup of listeners, specifically, adolescents. Stations hired disc jockeys that continuously played rock and roll music. Television stations and networks could only offer a few programs tailored to teens. Advertisers prized their parents more. Radio, in that regard, anticipated the direction of television's competitors after the 1960s. Radio stations continued to narrow their formats by age, race, and politics.Television presented an enormous challenge to the film industry. Theater attendance dropped sharply in the late 1940s and early 1950s. However, box office receipts were declining even before television arrived in many communities. With marginal theaters closing, the studios responded by reducing the number of movies produced per year. To compete with TV, more films had elaborate special effects and were produced in color. (Not until 1972 did most homes have color televisions.) The collapse of film censorship in the mid-1960s gave Hollywood another edge: violence and sexual situations could be portrayed with an unprecedented explicitness that TV producers could only envy. Although most large studios at first resisted cooperating with the television networks, by the mid-1950s virtually every movie company was involved in some TV production. With some exceptions, most of Hollywood's initial video work resembled the old "B" movie, the cheaper theatrical release of the 1930s and 1940s produced as the second feature for a twin billing or for the smaller theaters, most of which had ceased operations in the late 1950s. In the late 1960s, motion picture firms began producing TV movies, that is, two-hour films specifically for television. At first, they were fairly cheaply mounted and forgettable. But a few had enormous impact. ABC's Roots, telecast in 1977, chronicled the history of an African American family and prompted a new appreciation for family history. Although the TV films remained popular through the 1980s, higher costs caused the networks to lose their enthusiasm for the genre, which all but disappeared from the small screen in the 1990s. Newspapers: the next victim With the availability of latest news on the small box every hour, people seem to have lost interest in going through the time consuming exercise of reading lengthy columns to find news in newspapers. With the TV becoming popular mode of learning latest on the news front, many newspapers appear struggling for their survival. Almost all the major newspapers have noticed a decline in their circulation or stagnation in their expansion plans. The print industry – newspapers, magazines, books etc – have experienced a huge cut in their revenue as most part of the advertising budgets by the corporate sector and individual business organizations have been diverted to TV where the outcome is more rewarding as compared to the advertising campaigns run on print media. Politics and TV Aware of the strength of TV, many politicians and political parties are more interested in buying time on television and find themselves in a far easier position to address masses in their TV lounges instead of taking pain all the time of going out, arranging public meetings and braving hardships. TV seems to have dramatically changed the political environment and now people can talk to their leaders who frequently appear on different TV talk shows. Ask a person secret of his success and among answers you may notice mention of his PR. Have a good rather strong public relation approach and climb up the ladder of promotion quickly. A person with bad PR, though good in many other respects, may suffer and make slow progress as compared to a person possessing matching qualities but having excellent PR. This clearly indicates the importance of the public relation in communication. Almost same holds true about the organizations and the companies as they tend to wield this tool on more scientific lines. The presence of PR in mass communication is mainly due to corporate sector which has over the decades exploited PR for the promotion of their products, personalities and services. Here we will see what purpose is served by the PR in mass communication. Definition Aspect of communications that involves promoting a desirable image for a person or group seeking public attention. A public relations (PR) is the art of managing communication between an organization and its key publics to build manage and sustain a positive image. One of the earliest definitions of PR was coined by Edward Bernays. According to him, "Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” According to two American PR professionals Scott M. Cutlips and Allen H. Center, "PR is a planned effort to influence opinion through good character and responsible performance based upon mutual satisfactory two-way communication". History Precursors to public relations are found in publicists who specialized in promoting circuses, theatrical performances, and other public spectacles. In the United States, where public relations has its origins, many early PR practices were developed in support of the expansive power of the railroads. In fact, many scholars believe that the first appearance of the term "public relations" appeared in the 1897 Year Book of Railway Literature. Mass media-men employed Later, PR practitioners were—and are still often—recruited from the ranks of journalism. Some journalists, concerned with ethics, criticize former colleagues for using their inside understanding of news media to help clients receive favorable media coverage. Despite many journalists' discomfort with the field of public relations, well-paid PR positions remain a popular choice for reporters and editors forced into a career change by the instability of the print and electronic media industry. PR historians say the first PR firm, the Publicity Bureau, was established in 1900 by former newspapermen, with Harvard University as its first client. WW I pushed PR The First World War also helped stimulate the development of public relations as a profession. Many of the first PR professionals, including Ivy Lee, Edward Bernays, and Carl Byoir, got their start with the Committee on Public Information (also known as the Creel Commission), which organized publicity on behalf of U.S. objectives during World War I. Some historians regard Ivy Lee as the first real practitioner of public relations, but Edward Bernays is generally regarded today as the profession's founder. In describing the origin of the term Public Relations, No to propaganda, yes to PR. Bernays commented, "When I came back to the United States, I decided that if you could use propaganda for war, you could certainly use it for peace. And propaganda got to be a bad word because of the Germans using it. So what I did was to try to find some other words, so we found the words Council on Public Relations". Case Study One of Bernays' early clients was the tobacco industry. In 1929, he orchestrated a legendary publicity stunt aimed at persuading women to take up cigarette smoking, which was then considered unfeminine and inappropriate for women with any social standing. To counter this image, Bernays arranged for New York City a march in that year's Easter Day Parade, defiantly smoking cigarettes as a statement of rebellion against the norms of a male-dominated society. Photographs of what Bernays dubbed the "Torches of Liberty Brigade" were sent to newspapers, convincing many women to equate smoking with women's rights. Some women went so far as to demand membership in all-male smoking clubs, a highly controversial act at the time. PR standards In 1950 PRSA enacts the first "Professional Standards for the Practice of Public Relations," a forerunner to the current Code of Ethics, last revised in 2000 to include six core values and six code provisions. The six core values are "Advocacy, Honesty, Expertise, Independence, Loyalty, and Fairness." The six code provisions are "Free Flow of Information, Competition, Disclosure of Information, Safeguarding Confidences, Conflicts of Interest, and Enhancing the Profession." 58451755334000-31755334000Methodology Public relations describes the various methods a company uses to disseminate messages about its products, services, or overall image to its customers, employees, stockholders, suppliers, or other interested members of the community. The point of public relations is to make the public think favorably about the company and its offerings. Tools employed for PR Commonly used tools of public relations include: News releases Press conferences Speaking engagements Community service programs Difference between PR and Advertisement Although advertising is closely related to public relations—as it too is concerned with promoting and gaining public acceptance for the company's products—the goal of advertising is generating sales, while the goal of public relations is generating good will. The effect of good public relations is to lessen the gap between how an organization sees itself and how others outside the organization perceive it. Two way communication Public relations involve two-way communication between an organization and its public. It requires listening to the constituencies on which an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences. Only then can an organization undertake an effective public relations campaign. Responsibility of PR Many small business owners elect to handle the public relations activities for their own companies, while others choose to hire a public relations specialist. Managers of somewhat larger firms, on the other hand, frequently contract with external public relations or advertising agencies to enhance their corporate image. But whatever option is chosen, the head of a company is ultimately responsible for its public relations. Goals of Public Relations Goals of public relations are to create, maintain, and protect the organization's reputation, enhance its prestige, and present a favorable image. Studies have shown that consumers often base their purchase decisions on a company's reputation, so public relations can have a definite impact on sales and revenue. Public relations can be an effective part of a company's overall marketing strategy. In the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives. Another major public relations goal is to create good will for the organization. This involves such functions as employee relations, stockholder and investor relations, media relations, and community relations. Public relations may function to educate certain audiences about many things relevant to the organization— including the business in general, new legislation, and how to use a particular product—as well as to overcome misconceptions and prejudices. For example, a nonprofit organization may attempt to educate the public regarding a certain point of view, while trade associations may undertake educational programs regarding particular industries and their products and practices. PR Campaign Effective public relations require a knowledge, based on analysis and understanding, of all the factors that influence public attitudes toward the organization. While a specific public relations project or campaign may be undertaken proactively or reactively (to manage some sort of image crisis), the first basic step in either case involves analysis and research to identify all the relevant factors of the situation. In this first step, the organization gains an understanding of its various constituencies and the key factors that are influencing their perceptions of the organization. In the second step, the organization establishes an overall policy with respect to the campaign. This involves defining goals and desired outcomes, as well as the constraints under which the campaign will operate. It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign. In step three, the organization outlines its strategies and tactics. Using its knowledge of the target audiences and its own established policies, the organization develops specific programs to achieve the desired objectives. Finally, step four involves actual communication with the targeted public. The organization then employs specific public relations techniques, such as press conferences or special events, to reach the intended audience. In step five the organization receives feedback from its public. How have they reacted to the public relations campaign? Are there some unexpected developments? In the final step, the organization assesses the program and makes any necessary adjustments. Public relations involves Evaluation of public attitudes and opinions. Formulation and implementation of an organization's procedures and policy regarding communication with its publics. Coordination of communications programs. Developing rapport and good-will through a two way communication process. Fostering a positive relationship between an organization and its public constituents. Examples Corporations use marketing public relations (MPR) to convey information about the products they manufacture or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long term, establishing and burnishing the corporation's branding for a strong, ongoing market. 58451755334000-31755334000-50807048500 Corporations also use public-relations as a vehicle to reach legislators and other politicians, seeking favorable tax, regulatory, and other treatment, and they may use public relations to portray themselves as enlightened employers, in support of human-resources recruiting programs. Non-profit organizations, including schools and universities, hospitals, and human and social service agencies, use public relations in support of awareness programs, fund-raising programs, staff recruiting, and to increase patronage of their services. Politicians use public relations to attract votes and raise money, and, when successful at the ballot box, to promote and defend their service in office, with an eye to the next election or, at career’s their legacy. Industry today According to the U.S. Bureau of Labor Statistics, there were approximately 122,000 public relations specialists in the United States in 1998, while there were approximately 485,000 advertising, marketing, and public relations managers working in all industries. Public relations practitioners deliver information through the media to target audiences or, with the advent of the Internet, directly to specific stakeholder groups. Because similar opinions tend to be shared by a group of people rather than an entire society, research may be conducted to determine a range of things such as target audiences, appeal, as well as strategies for coordinated message presentation. PR may target different audiences with different messages to achieve an overall goal. Public Relations sets out to effect widespread opinion and behavior changes. Modern public relations uses a variety of techniques including opinion polling and focus groups to evaluate public opinion, combined with a variety of high-tech techniques for distributing information on behalf of their clients, including satellite feeds, the Internet, broadcast faxes, and database-driven phone banks to recruit supporters for a client's cause. According to the PRSA, "Examples of the knowledge that may be required in the professional practice of public relations include communication arts, psychology, social psychology, sociology, political science, economics, and the principles of management and ethics. Technical knowledge and skills are required for opinion research, public issues analysis, media relations, direct mail, institutional advertising, publications, film/video productions, special events, speeches, and presentations." Job specialization Although public relations professionals are stereotypically seen as corporate servants, the reality is that almost any organization that has a stake in how it is portrayed in the public arena employs at least one PR manager. Large organizations may even have dedicated communications departments. Government agencies, trade associations, and other non-profit organizations commonly carry out PR activities. Public relations should be seen as a management function in any organization. An effective communication, or public relations, plan for an organization is developed to communicate to an audience (whether internal or external publics) in such a way the message coincides with organizational goals and seeks to benefit mutual interests whenever possible.