Television and Its Effects on American Culture

Television and Its Effects

The extent of television's influence on American cultural values is, ironically, often portrayed on television shows. For example, in an episode of South Park, all the men and boys in town become "metrosexuals," after watching the popular series Queer Eye for the Straight Guy. Queer Eye for the Straight Guy shaped gender norms in the fictitious town of South Park, just as television shows like South Park in turn shape cultural values in real-world American culture. As Rushworth M. Kidder states in his article "Television, Values, and the American Way," "from what TV does show me, I would conclude that this is a nation of anguished gossips mesmerized by stocks, wrestling, and the weather. Nearly all must be unmarried, divorced, or gay." Animated shows like South Park in particular have the power to satirize television's powerful effect on molding the American mind because they are detached enough from reality. On the other hand, reality shows, which are the latest trend in programming, might have the most impact on shaping American cultural values for better or for worse because of their being supposedly "reality-based." As "reality shows" they purportedly mirror the average American. However, nothing could be farther from the truth. As Michael Warren writes, "it is not our own image of our own selves coming from our center but rather a concocted imagined self, pasted together by others and then presented to us for our consumption." Television largely attempts to shape social values for commercial ends; a side-effect of the drive toward changing consumer behavior is a shift, either positive or negative, in social values and norms.

Queer Eye for the Straight Guy is an excellent example illustrating how television reality shows can in fact influence and shape social norms as well as consumer behavior. Just as it was depicted on South Park, Queer Eye for the Straight Guy has made metrosexuality a social and consumer trend. Men who wear lumberjack shirts are out; clean-cut and well-dressed men are now more likely to get the girl -- or the guy. The effect of Queer Eye for the Straight Guy has far-reaching impacts on the American market economy, as the metrosexual trend has given rise to a new market segment for hair and beauty products for men as well as for more diversity in men's clothing. Thus, television shows indirectly shape consumer behavior, which is itself a barometer of social values. As Warren states, "They are all commercial images, because all are put together not out of a quest for truth but out of a quest for consumption, and profit."

On the other hand, shows like Queer Eye for the Straight Guy go a long way toward eliminating homophobia and other forms of discrimination in American culture by normalizing and mainstreaming that which was once fringe. Thus, the influence of television on American cultural values is sometimes positive. Racism, bigotry, sexism, and homophobia are often depicted as being undesirable traits on television, helping to change cultural norms toward a more egalitarian, tolerant culture.

Therefore, television often sends mixed or outright conflicting messages, at once mirroring disturbing aspects of our culture and at the same time trying to reshape our personal identities. For instance, reality shows frequently depict warped vanity in the form of "extreme makeovers" and psychological insanity in the form of "trading spouses." On the other hand, shows like Oprah's talk show depict women as powerful, independent, and self-contained. The presence of powerful women on television undoubtedly has a positive influence on American culture. Increasing the visibility of women in positions of power helps to increase the acceptability of changing gender roles in our society. Unfortunately, however, television continues to send mixed messages and to set double-standards for women, as when Hilary Clinton is accused of being a shrill power monger simply because she is as powerful as many men. Young women are caught between role models such as those on Sex and the City, women who relish being single and in control of their sexuality and the bimbos on MTV videos.