How does television reflect the conscience and
values of our culture? It’s hard to find anything on television worth watching
these days. Reality television, gory dramas like Game of Thrones and The
Walking Dead seem to be all the rage. According to television executive Lauren
Zalaznick, studies show that the content on television reflects the values of
America. In her Ted Talk she discusses how since the 1960’s multiple studies
show a correlation between how the culture was feeling and its values and what
programs were rated the highest on television. Comfort shows like Bonanza, Andy
Griffith and such were popular until the late sixties when events like the Vietnam
War, Watergate and other event begin to push the demand for Irreverent
televisions shows like Mash and Archie Bunker. Those shows are mild irreverence
compared to what we see in movies and television today. Even women have gotten
in on the irreverent behavior. Amy Schumer has made a career out of being crude
and impudent as possible. I shudder to think what primetime television will
look like when my children are adults.
Is all hope lost? Will we ever see wholesome family values reign supreme on television again?
In her December 13, 2016 Fox News
article, Diana Falzone reported that the wholesome family network The Hallmark
Channel had seen a forty-six percent increase in viewership in 2016 according
to Nielson. Maybe that’s a sign that America is looking for something more family
friendly to entertain them. The success of shows like Dancing with the Stars
seems to suggest a pull towards the nostalgic, perhaps a longing for a time
when life was simpler. Even Disney grabbed a hold of the past in launching its
show “Girl Meets World” which is a spin off from the 90’s show “Boy Meets World”.
Netflix launched “Fuller House”, a spinoff of the 80’s show “Full House”.
In today’s world, the younger generation is watching
less and less of traditional television. They have the ability to watch any
movie or television show whenever they choose on an array of devices. Geoff
Weiss reports in a June 2016 article for tubefilter.com that Nielson reports
fifty-two percent of American homes have a streaming device. How will this phenomena
change the television landscape? Will the younger generation eventually get
tired of the gore and violent shows and want television shows that comfort them
or offer comedic relief? Or will those be a thing of the past? Only time will
tell.
As strategic communicators we need to pay attention
to what is being reflected on television. What is American identifying with?
Which types of television is resonating with what demographic? For instance, do
Matthew McConaughey’s Lincoln commercials, that seem more about getting in touch with the
spiritual or philosophical side of its viewers really reach the target
demographic for Lincoln? If so, should you brand try a more philosophic “touchy-feely”
approach? Or if you are going after a younger demographic such as a millennial then
Toyota’s “You Don’t Own Me” campaign or Jeeps “Free to Be” campaign
which focuses on the ability to be unique and free
hit a home run with its target audiences. Fantasy shows like “Westworld” and “Game
of Thrones” seems to suggest audiences want to escape their reality. Perhaps a
reflection of the unpredictable times we live in. Perhaps the Presidential
election, civil unrest with Black Lives Matter, violence against the police and
general corruption indicates Americans are wanting to escape into worlds that do
not remind them in any way of modern times. Hopefully we will begin to see a period of stability in our nation which will give the next generation the desire for the "Leave It To Beaver" type of shows. One thing that was very interesting to me in the Ted Talk from Lauren Zalaznick was the one constant over the decades were strong mother figures in television. June Cleaver in the fifties, Lucille Ball in the sixties and even Murphy Brown in the 80's. While the looks and issues these mothers faced may have evolved over the decades, their desire to be good mothers to their children was the constant. Perhaps at the end of the day we are all looking for those comforts we only get through maternal nurturing anyway.
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