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george gerbner and the cultural environment movement
by Alex Burns (alex@disinfo.com) - October 23, 2001
Our aim is not a new blueprint, but to do away with blueprints altogether. Don't just agonize, organize!
~~ George Gerbner

Since 1967 when he founded the Cultural Indicators Project to study the effects of television violence on society, scholar George Gerbner has been a fierce critic of how broadcast media shapes and defines our cultural environment.

Gerbner is the source of the oft-quoted statistic that children will have witnessed 8000 murders onscreen by age twelve. As Bell Atlantic professor of Telecommunications at Temple University, and former Dean Emeritus of the Annenberg School for Communications at the University of Pennsylvania, Gerbner is an authority on the increasingly oligopolistic nature of media industries.

By dissecting the stories that media tells us, he draws our attention to the explicit use of image-driven sex and violence as universally understandable - hence deliverable - signifiers for foreign television markets. Internationally successful programs such as Baywatch, Hercules, or Xena: Warrior Princess rely upon visuals and emotions, not dialogue. Foreign markets are harvested by global entrepreneurs who maximize profits, not the socializing process, national sovereignty, or youth education. How else does Hollywood product dominate 50% of the worldwide market?

In Gerbner's lexicon, terms like 'broadband' and 'information superhighway' are meaningless. The 'debate' around them hides content standardization (the Cultural Creatives were bought out!) and the exclusion of pluralistic perspectives.

Gerbner and a diverse activist collective formed the Cultural Environment Movement, in 1996, to raise awareness of why media 'ecologies of mind' matter. "Being a consumer is not a citizen activity," explained Gerbner, "we must change the way of financing and structuring cultural industries."

Gerbner damns industry self-regulation; the funding starvation of US public television who must subsequently accept corporate sponsorship (thus compromising their editorial independence); the decline of funds for independent productions; commercials as double taxation without representation; and the proliferation of channels that replicate content. Driven by concentrated media cross-ownership, these trends result in bland uniformity which threatens the very pre-conditions required for stable mainstream democratic societies.

In a world of 5700 channels and nothing on, George Gerbner's incendiary missives challenge the dominant media culture. They are necessary aids for activists and others in developing strategies for action.

 
 
more information  
 

Cultural Environment Movement
Learn about the Cultural Environment Movement. Read essays and newsletters, join discussion lists and network! "The Cultural Environment Movement is an international coalition of over 250 organizations and 6300 individuals united in working for gender equity and general diversity in mass media employment, ownership and representation."

George Gerbner
University faculty and home office contact details for George Gerbner at Temple University.

Is Media Violence Free Speech?
This Brain Tennis debate (July 9, 1997) between Cultural Environment Movement founder George Gerbner and 1960s peace movement activist Todd Gitlin critically examines the television violence debate as a form of elitist cultural control. Provocative.

New Television Rating System Is Extremely Flawed
This Progressive article (March 10, 1998), by George Gerbner, examines the post-1997 US television ratings system, and reveals its flaws as a regulatory tool.

Media Awareness Network: Speakers Roster: George Gerbner
Why not invite George Gerbner for your next media industry function to speak on media literacy?

The Man Who Counts the Killings
This Atlantic Monthly article (May 1997), by Scott Stossel, provides background biography and analysis of George Gerbner's work with the Cultural Indicators pProject, "which is best known for its estimate that the average American child will have watched 8,000 murders on television by the age of twelve, is so alarmed about the baneful effects of TV that he describes them in terms of 'fascism'."

George Gerbner Series: Study Guide
The Media Education Foundation has assembled this informative study guide to accompany its three excellent George Gerbner videos The Killing Screens (1996), The Electronic Storyteller (1996) and The Crisis of the Cultural Environment (1996). Study the background information - and get the videos too!

Media Education Foundation
The Media Education Foundation is a nonprofit educational organization which focuses upon research and production. Find videos by George Gerbner, Noam Chomsky, Edward S. Hermann, and many other media literacy advocates.

Adbusters
Adbusters is a toolbox to free your mind from corporate propaganda and media brainwashing. The most incisive criticism, hilarious satire and wicked advertising parodies you are ever likely to find! In the top 1% of all Web sites.

Fairness & Accuracy In Reporting
Fairness & Accuracy In Reporting has, since 1986, scrutinized how media practices have manipulated and distorted the public interest. Log in for 'Counterspin' and 'Extra!' bulletines, learn about media activism, and learn to critique the issues of the day. Highly recommended!

Free Speech Internet Television
For many people, access to broadcast media has been limited by the high investment and production costs. Free Speech Internet Television provides resources to overcome these barriers. Make sure you check out the daily multimedia archives and hosted Web sites.

Media Channel
One of the best international monitoring groups on the political economy of the mass media, founded by Danny Schechter, with loads of interviews, updates, articles, and multimedia content. Features information on issues hard to find elsewhere!

Media Awareness Network
This Canadian media literacy group provides resources for teachers, parents, students and community leaders.

Mass Communication and Society
Teaching resources from the Association for Education in Journalism and Mass Communication, focusing on print media, public relations and advertising.

Just Think Foundation
Just Think teaches young people to understand the words and images in media, to produce their own media messages and to think for themselves. The 'Body Image' project, curriculum guidebook, lesson bank, and student projects sections are highly recommended as brainstorming tools!

Alternet
One of the best sources for progressive and independent news and analysis on the Internet. Constantly updated.

Center for Media Literacy
Learn to use critical thinking skills in accessing, analyzing, evaluating and creating media.

Communications Institute for Online Scholarship
From fabricated images on prime-time television news to children and television exposure, the Commmunications Institute for Online Scholarship debunks the media myths that are disseminated through the Internet.

Jean Kilbourne
Jean Kilbourne is an internationally recognized media literacy lecturer, specializing in gender issues, tobacco and alcohol advertising, and combatting negative portrayals of women in the media. Learn more about her pioneering work and read her essays here.

Jackson Katz
Jackson Katz has been one of America's leading anti-sexist male activists in the 1980s and 1990s. He is widely recognized for his groundbreaking work in the field of gender violence prevention education with men and boys, particularly in the sports culture and the military.

Action Without Borders
"Action Without Borders is a global coalition of individuals and organizations working to build a world where all people can live free, dignified and productive lives." An interactive guide to 20,000 organizations in over 140 countries.

Center for Campus Organizing
Interested to bring the battle for media literacy to your campus? The Center for Campus Organizing is an invaluable resource, for the activist and scholar alike.

Mediascope
Mediascope is a national, nonprofit research and policy organization working to promote issues of social relevance within the entertainment industry. Founded in 1992, a principal objective is to encourage responsible portrayals in film, television, the Internet, video games, music and advertising.

Regeneration TV
"Regeneration TV is a worker owned media collective dedicated to providing informative, challenging and entertaining programming for a diverse audience. We seek to provide real alternatives to the stale, superficial fare offered by most media outlets. We combine groundbreaking musical trends and performers, relevant and insightful news, and an open forum for guest speakers and documentary film makers to deliver a one-of-a-kind viewing experience."

Saving Our Cultural Environment: Putting The 'Vision' Back Into Television
This New Dimensions interview (1999) with George Gerbner examines the evolution of prime-time television networks, and contains some incredible insights. On the 'marketing imperative': "Commercials are the least of it. In fact, commercials actually present a more diversified cast than the programs, because they're trying to sell to a large number of people, depending on the product and the sponsor. No, the marketing imperative shapes the world that is presented on television, and that shaping begins with infancy. A child today, for the first time in human history, is born into a home in which, as you mentioned earlier, it is no longer the parent who tells the stories, or the school, or the church, or the community. And in many cases around the world, it's not even programming from the native country, but essentially a handful of global conglomerates that basically have nothing to tell, but a great deal to sell. That is the great human transformation of the past hundred years."

Paper Tiger Television
A New York based collective, Paper Tiger Television are at the cutting edge of smashing the prevailing myths of the television industry. Highly recommended!

Deep Dish TV
Deep Dish TV is a "national satellite network, linking access producers and programmers, independent video makers, activists, and people who support the idea and reality of a progressive television network." One of the most important sources for community television networks in the United States.

BGH Bulletin: Fox-TV Coverup
When the Fox television network tried to coverup controversy surrounding genetically modified foods, the whistle-blowing journalists fought back with a vengeance. Learn about the lawsuit and continuing battle for justice here.

Project Look Sharp
"Project Look Sharp is an initiative to promote and support the integration of media literacy into classroom curricula at all grade levels and instructional areas, as well as to evaluate the effectiveness of media literacy education in the schools."

Webactive
Interactive RealAudio news content and analysis, delivered daily to you. Plus, check out over 2000 activist-oriented Web sites in the Webactive Directory.

Media Literacy Clearinghouse
This informative Web site covers gender issues, advertising, propaganda, tobacco advertising, media literacy, and many other timely and topical subjects for classroom instruction.

Media Launchpad
This Web site focuses upon the Information age and the ethical dilemmas raised by the growth and proliferation of electronic media.

Hype: Monitoring the Black Image in the Media
From black music videos with a psychological complex to the continuing battle for positive portrayals of African-Americans, Hype offers a growing collection of resources for activists, educators, and students desiring to combat the fear of a black planet.

Reclaiming Our Cultural Mythology
This InContext article (Spring 1994) by George Gerbner examines the disturbing link between global television marketing strategies and the proliferation of violent images across our television screens.

People For Better TV
People For Better TV is a lobby group run by ordinary people who desire to raise awareness of legislative issues relating to television and emerging broadcast media.

New Mexico Media Literacy Project
"Our goal is to make New Mexico the most media literate state in the U.S. We are leading a cultural revolution which is now spreading to other states, several of which are seeking to base their kind of media literacy upon the NMMLP model. We have adopted a high standard and unique strategies. We take our lead from Plato who was most concerned about young children when he said, We must turn toward that which leads to knowledge and away from images which lead to ignorance."

OCR Media Studies
Details of new media studies specifications for the UK, teacher resources, Media Watch bulletins, and more. An invaluable tool to revolutionize the teaching of media studies at high school and university levels.

Media Literacy Online Project
"Our goal is to provide a support service for teachers, and others, concerned with the influence of media in the lives of children and youth. We have created this comprehensive media literacy resource collection to facilitate that objective."

Kill Your TV
An incredible collection of statistics from scientific studies on the effects of television.

About-Face
A San Francisco-based group, About-Face combats negative and distorted images of women.

Civil Rights Forum on Communications Policy
This discussion forum examines how the freedom of press has been compromised by the media industry. Engage in fruitful dialogue with others. Discover a vast collection of resources.

Bibliography of Publications Relating To Cultural Indicators
An incredible bibliography resource on Cultural Indicators, suitable for academic-oriented and advanced research.

Mega-mergers in Media
This page from the Center for Educational Priorities offers a 1996 timeline of telecommunications conglomerates mergers, and the flaws of government regulatory legislation.

Disinformation Dossier on Corporate Control of the Mass Media
Check out the Disinformation dossier on Corporate Control of the Mass Media.

 
 


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