перевести текст . According to a recent research report, more than a third of all chil
dren by the age of three are viewing TV with some regularity and
more than half are listening to books read to them. Before they are
old enough for school — a third of the children are looking through
magazines, 40 percent are listening to radio, and 80 percent are view
ing television. At age seven, newspapers enter a child’s life, usually
through the comic strips. You are one of these children. As you grew,
you absorbed uncritically, as children do.
And what did you absorb? Hundreds of items of information, most
of them accurate as far as they went. Increasing sophistication of taste
and appreciation of technical skills. High standards of performance
by talented musicians and actors that sometimes make your teachers
despair of competing effectively for your attention.
With all this, you also absorbed ideas about behaviour, about
right and wrong, good and bad, the permissible and the forbidden.
These ideas were presented to you — and still are — directly and
indirectly with the entertainment, advertising, and information. The
most powerful ideas are the ones you absorb indirectly. They are
digested emotionally at psychological depths that we still know lit
tle about, although we can tell that the effect of reaching those
depths is particularly strong and long lasting from behaviour pat
terns that emerge.
... Another indicating of media influence is in the language we use.
Whole new vocabularies come into existence with new inventions.
Look back at the first two paragraphs of this chapter. How many ex
pressions can you identify that came into popular usage with the de
velopment of a medium? How about TV cartoons? Or the abbreviat
ed version of the word television? In this country, we say TV and
spell it several different ways: tv, T.V., TV, teevee. In Britain, it’s the
telly, as everyone who watches the British “standup” comedian will
know. That term, standup comic, seems to be another media inven
tion. Actually, a comedian does sit sometimes, whenever the action of
a skit demands, but there is always that string of jokes, or wouldbe
jokes, delivered standing up, first at a stationary microphone during
early radio days, now just standing or wandering about a stage, mike
in hand. In advertising, the standup commercial was the first kind
used. In this, the announcer or star of the program would grasp the
product firmly in hand, making sure the name faced the camera, and
as persuasively as possible, recite or read the copy written about it at
an advertising agency.

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