Chapter 4: Question 3
3. Are there certain conditions that may increase or decrease the potential for behavior modification in an individual when using a computer or television?
Of those who answered the survey, 61% normally viewed TV in a darkened environment. What I found to be an interesting twist to this, though, was that the majority, 63%, did not feel that a quiet room was an important factor in TV viewing preferences. Also, being alone seemed to not have much bearing when you consider that 87% did not think it important one way or another if they were alone or not when watching television. Yet, when researching the most influential factors related to alpha-state inducement, it was determined that visual stimulus could most readily place an individual into the alpha state (Johnson, 1999; Mander, 1978) and if one considers that the subliminal beat of the background music does not require a conscious knowledge of it occurring (Sutphen, 2000), then the data makes more sense. Those interviewed had interesting ways to describe how they felt when viewing TV, "I feel like I am in the TV, that I am inside the show, nothing else exists… I don't even hear my wife talking to me…she usually has to tap me on the shoulder to snap me out of it!", said Frank. As Tina put it, "It just grabs you…your eyes just have to pass by a set and that's it, they become glued!". Another question that was asked and that seems to be supportive of thinking of TV as a vehicle for subliminal messaging, was when I asked what physical characteristics best described a person who is watching television, both in facial and whole body characteristics. The overwhelming majority described a typical TV viewer in the same way one would describe someone under hypnosis (Mander, 1978; Sutphen, 2000). Seventy-six percent described a non-moving body, sitting in a relaxed, slightly slumped over position. This typical TV viewer was further described as having passive, relaxed eyes, 52%, and 82% described a non-moving facial expression. Interestingly enough, 30% described the face as being tight, with staring eyes, which is another indicator for a trance-like state (Hunter, 1958; Johnson, 1999; Kocher, 2000). This large percentage of answers relating to a passive, non-moving viewer sitting in a darkened room oblivious to those around him or her seems to support the correlation between the act of watching TV and that of being put into a hypnotic trance-like state (Kocher, 2000; Mander, 1978; Winn, 1985).
Having touched on the subject of subliminal messages just briefly in the last section I would like to present some findings that further support the possibility of such techniques being used on a widespread level (Hunter, 1956; Singer, 1996, Warrebey, 2000). The term subliminal means a hidden suggestion that is only perceived by the subconscious. Subliminal messages can be audio or visual in nature. Any sound or vibration that is timed to 6 to 7 cycles per second can generate an alpha phase in the recipient. A person's two-hemisphere brain will naturally shift back and forth from the more analytical and rational left hemisphere to the right-hemispheric alpha-wave state, the more creative, imaginative side. The alpha state is the targeted state for the hypnotist to reach his or her subjects and the state reached by someone during meditation. It is also the state that we spend most of our time in while watching TV (Johnson, 1999; Mander, 1978;Sutphen, 2000). The hypnotic effect of television was readily discernable in the following observation: When I was involved with interviewing Tricia in the kitchen, the two small children that she was babysitting were watching cartoons in the living room. I could view them through the doorway. The drapes were drawn, the lights off, the flicker of the TV flashing across the young children's faces. The three year old, Jessica, stood in front of the TV, eyes staring straight at the screen, her mouth is slightly open, a bit of drool is on her chin….no smile, no frown….nothing. Tricia calls out her name, no response… again, "Jessie, come here, have a cookie" calls Tricia. Again, no response. Tricia goes into the room and waves her hand in front of Jessica's face…she snaps out of the trance-like state, and with a startled look, stares up at Tricia. At first there is no recognition, then… after hearing the word 'cookie', life seems to return to little Jessica and she skips into the kitchen to eat. The other little girl, Missy, still sits in front of the TV and ignores the activity… a bag of chips on her lap…she is in a world of her own…. Brainwashing, as defined by Britannica.com, could also be called coercive persuasion, or "any technique designed to manipulate human thought or action against the desire, will, or knowledge of the individual (Britannica.com, 2001)". Researchers, studying methods used during the Korean War to brainwash captured soldiers, have found that a very carefully followed sequence of steps needs to be used for the highest rate of success in the indoctrination of the subject. Ed mentioned, though, how, after his family had gone camping for a week, so did not have a TV to watch, "We all realized that we felt different… that the TV wasn't calling out to us in the same way as it did at home. It felt good to get it out of our system for a while…".
I covered the theme of brainwashing in Chapter 2 of this research paper, yet I feel it imperative to repeat some of the more salient points prior to the presentation and analysis of the data gathered from the surveys, interviews and observations.
In the early 1900's, the Russian physiologist, Pavlov, researched methods of implanting suggestions and conditioned responses in animals. He identified three distinct and progressive states of transmarginal inhibition:
"The first is the EQUIVALENT phase, in which the brain gives the same response to both strong and weak stimuli. The second is the PARADOXICAL phase, in which the brain responds more actively to weak stimuli than to strong. And the third is the ULTRA-PARADOXICAL phase, in which conditioned responses and behavior patterns turn from positive to negative or from negative to positive.
With the progression through each phase, the degree of conversion becomes more effective and complete. The way to achieve conversion are many and varied, but the usual first step in religious or political brainwashing is to work on the emotions of an individual or group until they reach an abnormal level of anger, fear, excitement, or nervous tension.
The progressive result of this mental condition is to impair judgment and increase suggestibility. The more this condition can be maintained or intensified, the more it compounds. Once catharsis, or the first brain phase, is reached, the complete mental takeover becomes easier. Existing mental programming can be replaced with new patterns of thinking and behavior.
Other often-used physiological weapons to modify normal brain functions are fasting, radical or high sugar diets, physical discomforts, regulation of breathing, mantra chanting in meditation, the disclosure of awesome mysteries, special lighting and sound effects, programmed response to incense, or intoxicating drugs.
The same results can be obtained in contemporary psychiatric treatment by electric shock treatments and even by purposely lowering a person's blood sugar level with insulin injections." (Sutphen, 2000, pg 1)
Keeping these research studies in mind, I would like to continue my analysis of TV viewing habits in our society. The following survey results seem to correlate somewhat with either the idea of brainwashing or of a possible addictive quality to TV viewing (Kocher, 2000; Mander, 1978; Winn, 1985). I had asked people to describe how they felt after they had viewed TV for a couple of hours. Keep in mind that television viewing is a voluntary activity. It was extremely interesting to find that 85% used negative terms in describing how they felt.
Fifty-five percent felt drained and out of touch with what was around them. Twelve percent felt antsy. Despite the negative feelings that come from watching television for an extended period of time, 100% of students eighteen and older claim to watch three or more hours of TV each weekday evening during their school year. This is after sitting in a classroom for over six hours during the day. Sixty-two percent watch five or more hours… nearly as much time as they had spent in school that day.
During the school year weekend, 57% spend at least an equal amount of time watching TV, as they would have spent sitting in a classroom during the week. Seventy-seven percent spend four or more hours.
The numbers get higher during summer vacation where 62% spend at least the same amount of time that they would have spent learning in school, and 54% spend eight or more hours in front of the TV, instead of doing any other activity. An important point to make at this time is that one of the main premises of a good education is the importance of repetition in teaching facts and concepts to students (Joyce, 1996; Sigel, 1977; Tyler, 1949). The importance of providing information in a variety of ways and the building of one concept that has been learned on top of another, to build a strong framework of understanding and internalization of information. In a school setting, with teachers following prescribed agendas voted in by the governing populace this is one thing, but when the teacher has never had to pass any test and who is answerable only to those who pay for airtime, then the motive should be questioned (Mander, Goldstein, 1996).'=
Yet another way that advertisers instill the marketing message into the viewer is through the very carefully orchestrated use of music during a commercial (Kaufman, 2000; Kocher, 2001; Landay, 1995). Studies done (Johnson, 1999; Sutphen, 2000) show subliminal effects caused by certain speeds and beat of music. The controlled use of music as a supportive element to help infuse the marketing message into the minds of the viewer can be demonstrated by the survey results showing that 88% of those questioned repeat the tune from a commercial through humming and singing long after it was actually viewed. The internalization of auditory and visual information along with a systemic kinesthetic support where the body moves along to the beat brings the message of the sponsors to a much higher, and more subliminal level (Johnson, 1999; Hunter, 1956). When I asked Tina if she could remember any commercial where she taps her hand to the beat she quickly replied, "Oh yes! There's this really cool commercial about some kind of car…. the drumbeat is awesome! I stop everything that I'm doing and just watch it! I find that I look forward to it being on, I caught myself tapping the beat out with my hands on my thighs…I couldn't stop myself…it was great!". I asked her to describe the commercial in more detail. Tina continued, "It has a silver car in it and the door opens…. the camera shots keep changing, first one angle, then another, very quickly…. you get a bit dizzy watching it really!". "What was the make or model of the car?", I asked. "I can't remember", she answered.