Former Annenberg dean blasts the media

There are not any air raids in America today. Nor are there missiles falling from the sky. But last night, George Gerbner, former Annenberg School for Communications dean, spoke of war. "This is the end of an era and the beginning of another," he said, referring to the end of the Cold War. "It is the rebirth not of hope, but of tyranny, greed and civil war." In his lecture entitled "The Mean World View: TV's Impact on the Elections," Gerbner spoke at the White Dog Cafe about the impact of television on American society over the past 30 years. Although Gerbner contributed to the media industry as an Annenberg professor and dean from1964 to 1989, his speech condemned the media as an "invisible" but destructive force in the country's social structure. According to Gerbner, a 10 year-old child would be able to list more names of beer brands than American presidents, and is more likely to recognize Joe Camel than Mickey Mouse. "Three entertaining murders a night is the diet of our children," he said. Gerbner attributed the prevalence of violence in television to the economic structure of television programming. He said the fastest way to make money in series television is to expand to the global economy. Violence, which, unlike comedy, is image-driven and understood in any language, "travels" quickly through the global market and dominates the airwaves, Gerbner added. "There is a faster way," he said. "The fastest way is violent programming. It travels faster in a global market. Comedy doesn't travel so well." The economic factors involved in production force producers to fit their shows into the global market, he said. The market has created a violent "cultural environment" that is not limited to the media. Gerbner spoke about the "mean world" television has created as the major challenge our country must face. "It is in response to that challenge that the Cultural Environment Movement is working," he said. "You realize individual citizen initiative is the only way out -- if any." Gihon Jordan, a 1973 University graduate, agreed with Gerbner that if children watch enough television, it warps their perception of life. "They are very fearful and close-minded of other cultures," he said. "They say you live in West Philly and it must be dangerous because I saw it on the news the other day. They think, I'm in control and I'm safe in a car. But at least in West Philly you can talk to your neighbors -- they watch TV inside."

Please note All comments are eligible for publication in The Daily Pennsylvanian.