Media Unlimited, Revised Edition: How the Torrent of Images and Sounds Overwhelms Our Lives - Softcover

Todd Gitlin is a professor of journalism and sociology at Columbia
University and the author of twelve other books, including The Sixties, Inside Prime Time, The Twilight of Common Dreams, and The Bulldozer and the Big Tent. He lives in New York City.

Chapter 1
On my bedroom wall hangs a print of Vermeer’s The Concert, painted around 1660. A young woman is playing a spinet. A second woman, probably her maid, holds a letter. A cavalier stands between them, his back to us. A landscape is painted on the raised lid of the spinet, and on the wall hang two paintings, a landscape and The Procuress, a work by Baburen, another Dutch artist, depicting a man and two women in a brothel. As in many seventeenth-century Dutch paintings, the domestic space is decorated by paintings. In wealthy Holland, many homes, and not only bourgeois ones, featured such renderings of the outer world. These pictures were pleasing, but more: they were proofs of taste and prosperity, amusements and news at once. Vermeer froze instants, but instants that spoke of the relative constancy of the world in which his subjects lived. If he had painted the same room in the same house an hour, a day, or a month later, the letter in the maid’s hand would have been different, and the woman might have been playing a different selection, but the paintings on the far wall would likely have been the same. There might have been other paintings, etchings, and prints elsewhere in the house, but they would not have changed much from month to month, year to year. In what was then the richest country in the world, “everyone strives to embellish his house with precious pieces, especially the room toward the street,” as one English visitor to Amsterdam wrote in 1640, noting that he had observed paintings in bakeries, butcher’s shops, and the workshops of blacksmiths and cobblers. Of course, the number of paintings, etchings, and prints in homes varied considerably. One tailor owned five paintings, for example, while at the high end, a 1665 inventory of a lavish patrician’s house in Amsterdam held two maps and thirteen paintings in one grand room, twelve paintings in his widow’s bedroom, and seven in the maid’s room. Still, compared with today’s domestic imagery, the grandest Dutch inventories of that prosperous era were tiny. Even in the better-off households depicted by Vermeer, the visual field inhabited by his figures was relatively scanty and fixed.Today, Vermeer’s equivalent, if he were painting domestic scenes, or shooting a spread for Vanity Fair, or directing commercials or movies, would also display his figures against a background of images; and if his work appeared on-screen, there is a good chance that he would mix in a soundtrack as well. Most of the images would be portraits of individuals who have never walked in the door—not in the flesh—and yet are recognized and welcomed, though not like actual persons. They would rapidly segue into others—either because they had been edited into a video montage, or because they appear on pages meant to be leafed through. Today’s Vermeer would discover that the private space of the home offers up vastly more impressions of the larger world than was possible in 1660. In seventeenth-century Delft, painters did not knock on the door day and night offering fresh images for sale. Today, though living space has been set apart from working space, as would have been the case only for the wealthier burghers of Vermeer’s time, the outside world has entered the home with a vengeance—in the profusion of media. The flow of images and sounds through the households of the rich world, and the richer parts of the poor world, seems unremarkable today. Only a visitor from an earlier century or an impoverished country could be startled by the fact that life is now played out against a shimmering multitude of images and sounds, emanating from television, videotapes, videodiscs, video games, VCRs, computer screens, digital displays of all sorts, always in flux, chosen partly at will, partly by whim, supplemented by words, numbers, symbols, phrases, fragments, all passing through screens that in a single minute can display more pictures than a prosperous seventeenth-century Dutch household contained over several lifetimes, portraying in one day more individuals than the Dutch burgher would have beheld in the course of years, and in one week more bits of what we have come to call “information” than all the books in all the households in Vermeer’s Delft. And this is not yet to speak of our sonic surroundings: the music, voices, and sound effects from radios, CD players, and turntables. Nor is it to speak of newspapers, magazines, newsletters, and books. Most of the faces we shall ever behold, we shall behold in the form of images.Because they arrive with sound, at home, in the car, the elevator, or the waiting room, today’s images are capable of attracting our attention during much of the day. We may ignore most of them most of the time, take issue with them or shrug them off (or think we are shrugging them off), but we must do the work of dispelling them—and even then, we know we can usher them into our presence whenever we like. Iconic plenitude is the contemporary condition, and it is taken for granted. To grow up in this culture is to grow into an expectation that images and sounds will be there for us on command, and that the stories they compose will be succeeded by still other stories, all bidding for our attention, all striving to make sense, all, in some sense, ours. Raymond Williams, the first analyst to pay attention to the fact that television is not just pictures but flow, and not just flow but drama upon drama, pointed out more than a quarter century ago, long before hundred-channel cable TV and VCRs, that we have never as a society acted so much or watched so many others acting.... [W]hat is really new... is that drama... is built into the rhythms of everyday life. In earlier periods drama was important at a festival, in a season, or as a conscious journey to a theater; from honouring Dionysus or Christ to taking in a show. What we have now is drama as habitual experience: more in a week, in many cases, than most human beings would previously have seen in a lifetime.
Around the time Vermeer painted The Concert, Blaise Pascal, who worried about the seductive power of distraction among the French royalty, wrote that “near the persons of kings there never fail to be a great number of people who see to it that amusement follows business, and who watch all the time of their leisure to supply them with delights and games, so that there is no blank in it.” In this one respect, today almost everyone—even the poor—in the rich countries resembles a king, attended by the courtiers of the media offering a divine right of choice.MEASURES OF MAGNITUDEStatistics begin—but barely—to convey the sheer magnitude of this in-touchness, access, exposure, plenitude, glut, however we want to think of it.In 1999, a television set was on in the average American household more than seven hours a day, a figure that has remained fairly steady since 1983. According to the measurements of the A. C. Nielsen Company, the standard used by advertisers and the television business itself, the average individual watched television about four hours a day, not counting the time when the set was on but the individual in question was not watching. When Americans were asked to keep diaries of how they spend their time, the time spent actually watching dropped to a still striking three hours a day—probably an undercount. In 1995, of those who watched, the percentage who watched “whatever’s on,” as opposed to any specific program, was 43 percent, up from 29 percent in 1979. Though cross-national comparisons are elusive because of differences in measurement systems, the numbers in other industrialized nations seem to be comparable—France, for example, averaging three and a half hours per person. One survey of forty-three nations showed the United States ranking third in viewing hours, after Japan and Mexico. None of this counts time spent discussing programs, reading about their stars, or thinking about either.Overall, wrote one major researcher in 1990, “watching TV is the dominant leisure activity of Americans, consuming 40 percent of the average person’s free time as a primary activity [when people give television their undivided attention]. Television takes up more than half of our free time if you count... watching TV while doing something else like eating or reading... [or] when you have the set on but you aren’t paying attention to it.” Sex, race, income, age, and marital status make surprisingly little difference in time spent. Neither, at this writing, has the Internet diminished total media use, even if you don’t count the Web as part of the media. While Internet users do watch 28 percent less television, they spend more time than nonusers playing video games and listening to the radio and recorded music—obviously a younger crowd. Long-term users (four or more years) say they go on-line for more than two hours a day, and boys and girls alike spend the bulk of their Internet time entertaining themselves with games, hobbies, and the like. In other words, the Internet redistributes the flow of unlimited media but does not dry it up. When one considers the overlapping and additional hours of exposure to radio, magazines, newspapers, compact discs, movies (available via a range of technologies as well as in theaters), and comic books, as well as the accompanying articles, books, and chats about what’s on or was on or is coming up via all these means, it is clear that the media flow into the home—not to mention outside—has swelled into a torrent of immense force and constancy, an accompaniment to life that has become a central experience of life. The place of media in the lives of children is worth special attention— not simply because children are uniquely impressionable but because their experience shapes everyone’s future; if we today take a media-soaked environment for granted, surely one reason is that we grew up in it and can no longer see how remarkable it is. Here are some findings from a national survey of media conditions among A...