The Effect of Television and Other Forms of Multimedia Technology on the Delivery of News

The 21^st Century dawned with a sparking revolution of the electronic news media. The use of internet exploded the now popular World Wide Web rapidly emerged as the new multimedia hub. Shortly thereafter, an endless worldwide new feed made way to some innovative TV formats, interactive enhanced web sites as well as handset digital devices (Postman, 1985). Presently, two decades after the emergence of the rapidly formed and digital news framework, it presents both promises as well as potential storm clouds on the near future. “America now stands at the cross roads of digital news technology; one leads to an enlightened future of integrated news media and enriched discourse, the other to pandemic technological sedation, digital addiction and gross national apathy” (Postman, 1985 12). This paper analyzes Postman’s earlier view that such a media metaphor-shift would make much of the content of public discourse dangerous and nonsense, a view which Quayle and Kelly partly reaffirm later but with greater hope for a higher form of public discourse in the age of electronics.

Postman (1985) demonstrated how, television has transformed public discourse in America from the initially serious, rational and generally coherent under the control of the traditional printing press, to the now shriveled and absurd digital state – “the information explosion,” and “the information society” (p.13). According to Postman, America had apparently advanced merely to grasp the idea of the important meaning of changes in the form, speed, context and volume of information but the society has not gotten any further (p.14). The point here is that people had lost control over the new form of media to the media itself. To avert the apocalypse, it would require tireless and endless awareness of both the structure as well as impacts of information. This amounts to demystification of the media but Postman believes it’s the only means by which America would begin to regain some sense of control over computer, internet, television, or any other forms of media (p.15-16).

Postman further provides evidence by quoting Robert MacNeil, the then executive editor as well as co-anchor in the MacNeil-Lehrer News-hour. MacNeil highlighted that the principle of successful news programming involves keeping everything brief to avoid straining the attention of the audience (p.15). Instead, there is need for constant stimulation of the audience by means of novelty, variety, movement and novelty, action “and expect viewers to pay attention to no concept, no character, and no problem for more than a few seconds at a time” (Postman 105). Postman affirms that the famous MacNeil-Lehrer News-hour was among the most in-depth as well as introspective news shows of that time as compared to its present contemporaries. With this, it is possible to conclude that even the other existing news shows of that era were even much more entertainment centered. Postman foretold that following the emerging trends in television news, the society was likely to descend to a “world of technological narcotics” (Postman, 1985, 24).

Like Postman, Quayle believes that to some extent, there is undoubtedly a lot of junk on television that could hamper public discourse. However, he differs with Postman in the sense that in the year 2010 and even beyond, television can serve to support higher levels of public discourse and that television news can deliver on the much required meaning (). Quayle bases his view on supposed new evidence in the contemporary cable and broadcasting news space which can prove some contemporary aspects of television, as a medium, that were not yet observable to Postman about 25 years ago. In short, he believes that the use of television as a medium for news as well as production is still in motion and his proof of the new dynamics lies within this evolution (Quayle, 2010, 432). He also enlists the contemporary interview shows with great thought leaders, policy formulators, and academics as well as professional journalists all to help him corroborate his view that television can still deliver on meaning by providing viewers access to such information alongside entertainment (p.433).

Quayle (2010) goes ahead to highlight the flexibility as well as power that has come with the new cable format of business news. He notes that this has been useful in transforming the coverage depth of business as well as financial news which the society only gave a little or no focus at all in days of Postman (p.434). Besides broadcasting market breaking news, the television now broadcasts analyses of public policies by business leaders, government agencies as well as from the academy. This has brought greater insight into issues and the forces at work. In his view, this new ability, in the context of the financial and economic crisis, has had greater influence on people’s general understanding and view of the challenges and issues (p.439). By the year 2010, there were 3 active and full-time business news TV networks across the US and well over a dozen others overseas. Quayle, however, notes that more not necessarily means better and there is undoubtedly more “junk” on television out there than ever before (p.456).

Like Postman, and partly like Quayle, Kelly alludes to the fulfillment of Postman’s forecast that television, and other multimedia technologies would erode people’s ability to read, think as well as shorten people’s attention spans (Kelly, 2010). In fact, he bases his argument on Postman saying, “The thinking part of our brains would atrophy, producing people whose state of mind is somewhat analogous to that of a modern day baboon” (p.16). However, he differs from Postman by shifting the blame from the people themselves. He actually writes some form of apology to the 4G generation for the portable technology the society has lured them into using (p.17). Kelly notes that cell phones, iPods, iPads, laptops and internet have shrunk people’s attention span to an extent that they probably can’t focus long enough to read as reported by researchers among those engaging in electronic multitasking and in school and job performance (p.17). Though blaming the society for letting its people down, like Quayle, Kelly sheds some ray of hope that it is possible to change the situation, but this time, by self initiative – developing self-discipline in one’s own use of such technology (p.19).

In conclusion, it is clear that the 21^st Century has seen a lot of transformation and advancement in multimedia technologies. The emergence and growth of television and other forms of multimedia technology such as computer and internet are slowly drawing down the curtain print media. As early as 1979, Postman predicted that this would make much of public discourse dangerous and nonsense while eroding people’s ability to think and read. The fulfillment of this prediction is confirmed by Kelly in his apology to the 4G who are losing their concentration span to multimedia. However, Quayle differs with them by highlighting the benefits of television and multimedia in enhancing meaning and understanding among people. All in all, multimedia presents a two way scenario that should be looked into carefully by every user.

References

Kelley, M. (2012, May 133). An Apology to the 4G Generation. Bangor Daily New,pp 15-19.

Postman, (1985). Amusing Ourselves to Death: Public Discourse in the age of Show Buisness. USA: Viking Penguin Inc.

Quayle, M. (2010). The Method of the Medium is in Motion. A Review of General Semantics, 67(3), 432-456.