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Once television gained a mid-1950s foothold in our Texas town, the social pressure to acquire one began to build. Kids with television talked about it at school, causing the rest of us to feel deprived and backward. My dad didn’t want one in his house, but his brother worried that we were becoming un-normal and gave us one. Father parked it in an upstairs attic and left it there, ignoring the wails of his children.
He finally yielded, but it took a momentous event. In the summer of ’58, I was hunting jack rabbits with a group of boys and was thrown from the back of a pickup. My right arm was badly broken, and for weeks I lay around the house, suffering a significant amount of pain. The house was hot (we didn’t have central air conditioning), and I was too miserable to read.
I watched a lot of television that summer. I don’t recall that my dad said much about it, but he didn’t need to. His thoughts hung in the air like smoke from burning tires. He was ahead of his time in recognizing that television was a big step beyond radio, which allowed space between the listener and the medium, and we filled it with our imagination. Television filled the space with flickering images that flowed straight into the brain through the optic nerve.
As a natural conservative, he was suspicious of anything that hadn’t been tested by generations of human experience, and he wondered what a steady bombardment of electronic images would do to the human mind. We didn’t know back then, and still don’t. It might take a hundred years for the evidence to show up.
He was also ahead of his time in recognizing that the purpose of television is not to educate or even to entertain, but to sell us things we usually don’t need and probably can’t afford. The programming is there to hold us for the ads.
That can also be said about commercial radio, but radio addresses only one of our senses. Television goes after two of them, and advertisers have become adept at exploiting them.
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