Published by the International Journal on Technology, Knowledge and Society Vol. 3, Issue 4, 2007
Pioneered by TiVo, the digital video recorder (DVR) is leading a revolution in the television industry. Introduced
in 1999, the DVR gives television audience more control than they have ever had, leaving the advertisers scrambling to
keep up. The relatively new technology enables television viewers to record their favorite shows and watch them at a later
time when it is convenient for them. Often time, commercials are skipped, which pushed Nielsen Media Research, the company
that measures television ratings, to reflect this new trend in its surveys. Although only an estimated 10 percent of all
American households are equipped with digital video recorders, the percentage is expected to rise to 25 by 2007, according
to Nielsen. Started in late December 2005, the company has been providing three numbers – The number of people who
watch a show live, the number of people who watch it live or within 24 hours, and the number of people who watch it live
or within a week. This gives the advertisers more accurate information on the effectiveness of their advertising dollars. It
is surely going to be a factor in the negotiations between advertising agencies and television networks, but its significance
remains to be seen. The study will conduct preliminary analysis on the initial numbers of the new Nielsen surveys, and the
response from the networks and advertising agencies. It will give insights into the DVR’s impact on the future of the television
Published by International Cultural Communication Studies Vol. XV I: 2006
Asians or Asian Americans constitute approximately four percent of the entire U.S. population. With a growing number of immigrants from China, Vietnam, the Philippines and other parts of Asia, Asians are one of the fastest growing minority groups in America. Although Asians have resided in America throughout three-fourths of the nation’s history, many fourth-generation or fifth-generation Asian Americans still feel like foreigners in this country in many ways. As new generations of Asian or Asian Americans strive to take prominent roles in American society, including politics, academics, as well as the media industry, the representation of Asians or Asian Americans in the media has rarely reflected that fact. In this study, I argue that the under-representation and stereotypes of minorities on television have misled the viewing public to form inaccurate perception on minority groups based on mostly distorted or insignificant portrayals they see on a daily-basis. In order to provide fair representation of minorities to the general public and avoid creating stereotypes or misunderstandings, television networks, which bear the responsibility of social education as public domain, ought to hire more production and editorial personnel with minority background to provide objective perspectives to the programming. Meanwhile, people of minority background should also strive to become active members of the media to write stories about themselves and make their voice heard so that representation of them in the media can accurately reflect who they are and their contribution to the society.
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