Consumerism, Games Shows, and the Impact on Audiences
Game shows often reward players with prizes such as cash, trips andgoods or servicesprovided by the network or show sponsors. The concept of the television game show derives from similar programs that one aired onthe radio. The very first television game show,1938s Spelling Bee, was the forefather of all modern game shows. A multitude of games shows have existed since the dawn of the television era. Prior to the quiz show scandals in 1958 no differentiation existed between quiz shows and game shows. Programs such as Truth or Consequences or People Are Funny that relied mainly on physical activity and had no significant quiz element to them were called quiz shows. (Hoerschelmann) One would assume that such a simple concept would not prove popular. However, there were great limitations as to what could be done with television technology during the 1940s and 1950s. So, the simplicity and cost effectiveness of game shows made them perfect fodder for the networks. The rags to riches tales of the contestants also proved wildly appealing which is why game shows grew in popularity almost immediately after their debut.
With the rise of the popularity of the television as a communication medium, the impact of these game shows on the audiences has increased significantly over time. Thus, this research paper will be looking at how media messages from game shows affect and bring about changes in peoples thoughts, emotions, behaviors, and attitudes. Specifically, this paper will examine how American game shows have been promoting unhealthy consumer behavior through employing certain persuasive techniques, designed to increase consumer spending.
There have been over 700 American game shows that aired in the United States over the years. Moreover, about 40 shows from that list are currently on-air of which two-thirds are Reality Game shows. Reality Game Shows have been discounted from our research paper due to its ubiquitous nature and subtle nature of in-build promotions.
Nevertheless, we have picked a list of five American game shows that we will restrain the scope of this research paper to - Shopping Spree, Lets Make a Deal, The Price is Right, Bargain Hunters, Supermarket Sweep. The goal here is to study the success of the game show and discover how media concepts can be manipulated in order to affect viewers. This can raise consciousness to be more aware of possible media tactics.
In game shows like The Price is Right, Supermarket Sweep and Lets Make a Deal, the endorsement of consumerism may be difficult to detect. Made ambiguous by a game plot, the advertising elements of these shows are usually not consciously recognized by the audience during the viewing. Yet in the game show Lets Make a Deal, when certain products are glorified as legitimate prizes while others are labeled as Zonks unwanted booby prizes, there is clearly positive publicity for some of those commercial products categorized as legitimate prizes. Viewers can proceed to make powerful associations between desirability and these products. This is true even though there is a lack of thorough consideration given to the products actual strengths. By simply conferring a media created status on the products, the game show effectively persuades its viewers through the peripheral route that the products it showcases are highly desirable in society, thus encouraging the mindless consumption of it.
Game shows also promote consumerism by promoting excessive consumption. In the show Supermarket Sweep, contenders grab products indiscriminately from store shelves. Although it is not explicitly encouraged, viewers may be influenced to pick up the habit of consuming without control. Such behavior entails buying products without carefully considering their need for them. The habitual act of sweeping products off the shelf convinces viewers that it is an acceptable behavior to consume in large qualities. This is not a positive attitude as the fervor of indulging in a spending spree can negatively influence the viewers on a subconscious level. Much of this can potentially be attributed to the origins of consumption in American society after World War II. Many believe that the affluence afforded to a population that suffered enormously under the Great Depression led to an extreme desire to consume. (Will) There is a semblance of credibility to this assessment. When examining such sentiments, it becomes believable that such notions contributed to the popularity of game shows which are a grand peon to consumerism. Additionally, when these game shows wallow in exhibiting consumer products, a sense of inadequacy is generated in the viewer. This leads to a need to increase their material wants.
Some game shows will even promote the notion that consumers memorize the prices of products that are frequently purchased. This means that it attributes to the reliability of the game shows because of their prior knowledge of the product. Thus, there is a hindsight bias when the participants are playing the game. Price recall, price recognition, and deal recognition. These are the 3 steps that each participant keeps in mind when in the game. In other words, when the item is shown, the instant reaction would be trying to recall the price of the product. After remembering the price, they recognize and assimilate the price to the product to make the deal which is what will allow the final decision to be made on the item. While this program has appeared in different incarnations over the years, it peaked in popularity in the 1970s. (In The 70s) The reason is that the gaudy nature of the program was akin to the sensibilities of the Me Generation which was an era that saw a remarkable rise in pro-consumerism attitudes.
In all the games shows, the power of the source is very influential as it is made in a way that the audiences are subconsciously persuaded easily because of credibilitypeople are easily influenced by things that are deemed as reliable, expertisethe person endorsing the product to be of someone who has personally experienced it, and trustworthinesswhere the participant, based on their own judgment, decides whether the persons word can be trusted.
Critiques on day time television game shows also explains that the game show The Price is Right demonstrates feminine competence as it encourages women to reveal their qualities similar to that of a housewife. The article also mentioned that the audience are easily influenced because the game show as a game metaphor, where home viewers gain satisfaction by accurately guessing the price of the product, thus allowing them to have the mentality that they are good at the show, and also be a contestant to the program.
Some may wonder what the problem is with what the game shows are putting forth. They may state that such programs are little more than fluff entertainment and should not be taken seriously. Assumptions may also be made towards the notion that the impact of such programming is harmless. That is, consumer decisions are not motivated to a significant degree. This really is not an accurate assessment at all. A game show, in many ways, acts as a stealth infomercial. The totality of the program revolves around winning prizes or acquiring consumer or material wealth. A certain segment of the audience may very well develop an addiction to consumption due to watching such programming.
It is also important not to lose sight of the fact a large segment of the audience is children. The lighthearted and whimsical nature of many game shows appeals to children. Since childrens minds are not completely developed, they will absorb the consumerism of the game shows to a great degree. In short, their impressionable minds are saturated with images and messages telling them to buy.
The impact of excessive consumerism can be significant. People can find themselves in great debt trying to remain modern and with the times through making excessive purchases. That is why the imagery of consumerism in game shows should always be taken seriously since it can have serious consequences on an audience that is bombarded with such messages.
This is certainly not a call to regulate game shows or provide viewer warnings. Rather, it is designed to inform people that one needs to be aware of the consumer and consumption imagery in games shows. By being aware of their presence, the ability to be influenced by them might be effectively diminished.
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