Effect of Television on American Rituals

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Television and American Rituals

Communication is one of man 's most important needs . This stems from the fact that each and every individual have opinions and strong feelings that should be readily expressed and shared . The need to communicate is perhaps one of the reasons behind the creation or establishment of yet another powerful institution - mass media . Often tagged as the so-called fourth estate (McQuail 52 ' mass media is highly capable of shaping the views and opinions

of many individuals . Television is the most powerful manifestation of mass media . History has witnessed how this particular medium (television ) has led to the change in public opinion and beliefs . As the Cultivation Theory suggests , there are certain conditions or scenarios that may affect the changes in behavioral patterns and attitudes (Harris 28 . Relatively , television is and remained instrumental in the alteration of certain American rituals and promotions of certain others

Rituals form the basis of a culture and society and are a manifestation of the cultural roots and social values , beliefs and norms of that particular society . Deegan explains the importance of ritual in American society in this way

Rituals create a community stage for cultural experience , symbols , and values . They can generate , change , destroy , and maintain meaning , and in the U . S .A . they can engage in these processes simultaneously and rapidly . The patterns emerging from this complex , dynamic fabric of life create a tapestry with recognizable and meaningful images and symbols (3

Deegan further differentiate the America rituals in two distinct and different domains i .e . participatory rituals and media constructed rituals . First type was the true reflection of American society for centuries where common man used to participate and involve fully in the celebration and jubilation of their mass-culture and its various manifestations . Examples include ice cream socials , church dinners amateur sporting events , picnics , poker parties , and community dances (5 ) Deegan is of the view that a whole new set of rituals came into being in 1960s and 1970s with the popularization of television . These new sets of rituals not only wiped out the old and traditional rituals Deegan labels these rituals as media-constructed rituals

An important facet of the American participatory culture was the mundane rituals that were performed daily in every household across America till 1960s . It included the family meal where whole family used to be together including children and grand children . They used to talk over the daily activities and forthcoming family events or individuals concerns . This rite of American culture and ritualalism came to decline and later completely vanished with the popularity of television that directed the approach , activities , attitudes and feelings of the population in modern American society

People tended to start spending more time in watching television instead of indulging in participatory activities i .e . the daily meal . In 1971 average viewing time . was 34 hrs /wk most recent figures suggest 54 hrs /wk (Jackson , 2004 ) people were more interested in soap...