TV as an Object

Looking at television as a cultural and historical object

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Following post-war economic impacts, like the market collapse of the Great Depression and the integration of women in the workforce, television became a powerful socio-cultural household item that many Americans sought to own. In the first chapter of her book, TV Portraits: Picturing Families and Household Things, television scholar Lynn Spigel examines the challenges and the implications of the post-war material progression defined by positioning the television as the center of the living space in an average American household. Spigel uses snapshots of the domestic space occupied by a television set to discuss these issues, which include gender politics and status. For example, some of the snapshots capture women doing everyday chores around the television set, like ironing clothes; sometimes female labor is implied at the sight of feminine decoration and organized television set, suggesting that a housewife has taken care of the house (Spigel, 36-39).

In addition, television also represented a status symbol about, not just economic progression but, having a strong family unit. Spigel writes, “After World War II, advertisers promoted television as a sign of one’s ability to acquire not just things, but also family togetherness facilitated by consumerism” (29). The family sits together around the television set and interact with each other in this space. Even if the family members are not paying attention to the show or to each other, they share the same space enabled by the presence of a television. On another matter, consumerism plays a large role in the status symbol of the TV set since there were other types of furniture sold alongside the television to help integrate the object in the house. One example is the “modern media wall” designed to help camouflage the television, “masking the mass medium behind “higher” intellectual artistic pursuits.” (Spigel, 37) This “modern media wall” is composed of different shelves to display art, photography, while hiding the TV. Ironically, here lies a clear contradiction of people wanting to own a TV and wanting to hide it since it is both a status symbol but also a medium to consume commercial art or ‘lesser art.’ Furthermore, consumerism and advertising were inherently linked to the development of television since, from its early years, commercials for domestic items (like detergents, vacuum cleaners) were constantly being sold for the housewife. Today, one can watch commercials for Tide pods, Mr. Clean, and OxiClean while also commercials for skincare (Proactive, Aveeno, Neutrogena), car insurance (StateFarm, Progressive, Geico), and toys (Barbie, Toys “R” Us, Hot-Wheels). The types of advertisements depend on the network. When I was a kid watching Nickelodeon, the advertisements focused on toys, kid shows, and vacations for the family. This all demonstrates the influence of consumerism and material culture in the evolution of network television, from its early stages to the present.

Sources:

Spigel, Lynn. TV Snapshots: An Archive of Everyday Life. Durham: Duke University Press,

2022.