The Hegemonic Process in Television Entertainment: Thought's on Todd Gitlin's Prime Time Ideology

Giltin shines an interesting light on the television broadcast industry in his essay Prime Time Ideology:The Hegemonic Process in Television Entertainment.  The essay is within itself very insightful in its examination of the structure of television.  Gitlin points our specific aspects of the television industry that work to support and  maintain the hegemony in the industry.

Does one ever wonder about the particular format in which television is presented?  Why shows are completed and formatted to a specific duration, or why they are scheduled for specific time slots? One of the first hegemonic aspects of television is its format.  As Gitlin explains it, the particular way in which programming is formatted promotes an assembly-line type of a commercial and production process and environment.  It makes producing segments easier, as the assembly-line production formula makes it easy for companies to hire writers to "write for standardized, static characters than for characters who develop."

Commercials are a major part of what we know as present day television.  Gitlin's breakdown of the commercial aspect of television as both a market shaping vehicle within the medium, as well as a psychologically altering tool.  Gitlin was very clever in shinning a light on how commercials in television not only work to maintain and shape markets, but they also indirectly make us think of ourselves as consumers and not citizens.  Reflecting upon my own television viewing alone, I was able to notice that when viewing television, I do often put myself in the shoes of being a consumer when I view certain commercials that come on-air. 

The simple solution aspect of television that Gitlin points to is also very integrating.  As we, the audience, do continually tune in each week to different episodes of certain series which start off with certain problems, and somehow end, within the allotted time slot, with a "solution."  Gitlin is very clever in pointing out this hegemonic aspect of television that we all tune into, and have become so accustomed to living with.  Though cynical in many ways, Gitlin makes very powerful points about the television medium and it's hegemonic workings.  The essay is an interesting read for anyone looking to take a better look at the television medium and its effects on audience members.