children

Dr. Samori Swygert: How is your child’s mind altered by television?

By  |  156 Comments

Screen Shot 2014-07-30 at 11.06.39 AMHow TV commercials destroy the psyche of black children

By: Dr. Samori Swygert

Television viewership has unfortunately become a mainstay, and one of America’s favorite pastime activities. We all watch a TV screen at some point in time with friends, family, or by ourselves. However, what’s being subconsciously implanted in our psyche if we engage in passive viewership?

Do we conduct routine critical analysis of not just the TV shows but the commercials that are aired for our consumption? Many people will consider TV commercials to be harmless and innocent in nature. However, we must understand the psychology of consumerism and mercantilism. There is a science to this, and as humans we are creatures of habit and repetition. Repetition gives birth to habit, and habit leads to indoctrination.

The next time you turn on your TV, take out a pencil and notepad. Yes I’m forcing you out of “passive viewership”. These are some exercises I want to share on how to breakdown commercials and extract meaning from them for your household.

The race-ratio

I want you to conduct a race ratio of the actors in all the commercials that you see. How many caucasians do you count compared to blacks, and other groups of color in the commercial? Are all the actor in the commercial white or predominantly white?

Script sculpting

There may be an assortment of races in the commercial. The commercial may be culturally diverse, however, what is the dialogue and role about? If there are black people in the commercial, are they singing, dancing, or associated with some sport? Are the blacks in the commercial being portrayed as being “helped, informed, or enlightened” to some new device, invention, activity, method, or counseling by a lawyer, doctor or altruistic white neighbor?

Are blacks depicted as daring, creative, explorers, discoverers, and experts in equal magnitude of whites? How many commercials will you count with African Americans being conquerors, warriors, kings, descendants of deity-like forces, or have super powers?

How many commercials do you see role reversal in which an African American doctor, lawyer, neighbor, or scientist is explaining something new to white patrons or families?

Ethnic Acoustics

I propose a term I thought of called, “ethnic acoustics”. This doesn’t hold true all the time. However, everyone can attest that there have been numerous instances where we can sonically detect the “probable” race of person without their visual presence. This may be due to accent, slang, tonality, inflections, and other forms of verbal manipulation of sound that is customary to specific groups. This isn’t full proof, and shouldn’t be used as evidence in the court of law.

Many times commercials use voice-overs. These type of commercials don’t display the race of the narrator and focuses on the product and service. However, count how many times you think you’re listening to someone who is non-black. Don’t be arrogant and say it can’t be done either, because there are several visually impaired individuals that can perform this exercise with an accuracy in the 90th percentile.

Settings and scenery

What are the settings and scenery of the commercials? How many black women are shown by themselves versus a white family on a sunny day with a dog present, children around and in a park? How many white families are portrayed as homeowners in nice neighborhoods? How often do you see African Americans on hiking trails, bike trails, jogging trails, and peaceful times on the beach, enjoying a leisurely nature stroll, or being serviced with all the amenities and accoutrements of luxury in a hotel, airline, or spa?

Positioning

Okay we may be present in the commercial. However, are we sitting down while being spoken to, are we in the back of a mass of people, are we near last if the commercial has some sequential order, and are blacks on land while white people are in space or some other aerial perspective?

Pressing mute

Another strategy I use in dissecting commercials, is pressing the mute button on my remote. Commercials pick-up a whole new connotation and meaning when it’s just the video component. Sound can be a distraction for other intents and purposes. Have you ever been in a room that you thought was quiet, and someone comes in and turns off the air conditioner? Your senses then become keener to your surroundings.

With the TV on mute, you’re able to perceive more content. You detect the nonverbal communication, establish patterns of dominance and authority in behavior. The target audience of the commercial becomes more clear and elucidated.

 

I assert that there is underrepresentation of African Americans in TV commercials, and our roles lack initiative, assertiveness, and equity in the portrayal of dominance and control.

Why is this important? I feel this is crucial because advertisement and media subliminally and subconsciously affect kids. What do these commercials tell our kids if they can’t identify with what’s being portrayed and depicted? A substantial portion of a child’s learning is based on observation and modeling. It’s possible that this can foster an inferiority complex in our kids if we don’t filter, counter act, and intervene on what they see. This also means that we need to drastically reduce the amount of television time. We must routinely immerse and expose our children to activities where they see African Americans engaging in positive and productive pursuits.

I say it is the philosophy of “pay me, don’t play me”. This means many companies will gladly take our money but cut ties when incorporating us in the company vision. Lastly, I repeat, we must own our businesses. I can complain and point out media strategy until I’m blue in the face. However, if I don’t own the company, I can’t tell them who to put in their commercials.

156 Comments

  1. Vernon Walker

    July 30, 2014 at 2:59 pm

    Excellent commentary , we should look into the effects of Social Engineering .

  2. Myrna

    July 30, 2014 at 5:39 pm

    I don’t think children see race or color unless its called to their attention. They only see the splendor of diversity and accept the differences as part of life. My granddaughter and nieces, who are all mixed, do not see themselves as anything but who they are. They only see curly, straight, or wavy hair; and skin. Today, as we were preparing to paint, my 2 year old granddaughter told me she was going to change our color to orange, “cause it’s pretty.” I’m pretty sure she’s never seen an orange person, on television or in real life. Children only respond to the truth and the truth is that race is not a scientific term, that its something that people made up to justify their actions, and we’re all the same color under the sun.

  3. cealis

    April 9, 2020 at 12:51 am

    back affect [url=http://www.cialisles.com/#]cealis[/url] actually situation ill few cialis without prescription probably marriage cealis
    short row http://cialisles.com

  4. Pingback: vagragenericaar.org

  5. non prescription viagra for sale

    April 14, 2020 at 7:40 pm

    clearly control [url=http://viacheapusa.com/#]non prescription viagra for sale[/url] therefore competition weekly team generic viagra sales
    quick replacement non prescription viagra for
    sale forth cigarette http://viacheapusa.com/

  6. generic ventolin

    April 17, 2020 at 2:30 pm

    such valuable [url=https://amstyles.com/#]generic
    ventolin[/url] abroad make flat sample albuterol inhaler for
    sale gently welcome generic ventolin successfully press https://amstyles.com/

  7. Pingback: ciprofloxacin 500mg antibiotics pill

  8. generic viagra 100mg

    April 20, 2020 at 12:52 am

    generic viagra 100mg how long does viagra last [url=https://viatribuy.com/#]cheap viagra[/url] https://viatribuy.com/

  9. Pingback: buy naltrexone online

  10. Pingback: generic sildenafil

  11. Pingback: online ed medications

  12. Pingback: non prescription erection pills

  13. Pingback: best ed pills at gnc

  14. Pingback: buy cialis online

  15. hydroxychloroquine 750 mg

    May 29, 2020 at 1:21 pm

    hydroxychloroquine 750 mg https://azhydroxychloroquine.com/

  16. Social Media Marketing

    June 5, 2020 at 9:53 pm

    I very like this blog. Everything is cleared.

  17. Pingback: cvs pharmacy

  18. JamesDiuff

    June 12, 2020 at 5:32 am

    Знаете ли вы?
    Андрогинный псевдоним не спас автора от расшифровки.
    Канадский солдат в одиночку освободил от немцев нидерландский город.
    Старейшую в России организацию реставраторов велено было выселить и уплотнить.
    Картина парада Победы, где руководство страны смещено на задний план, получила Сталинскую премию.
    100-летний ветеран внёс уникальный вклад в борьбу со смертельной угрозой.

    http://www.0pb8hx.com/

  19. JamesDiuff

    June 12, 2020 at 10:41 pm

    Знаете ли вы?
    Старейшую в России организацию реставраторов велено было выселить и уплотнить.
    Советский разведчик-нелегал создал в Европе разведгруппу, успешно проработавшую всю войну.
    Художник-карикатурист известен пародией на мунковский «Крик».
    Свадьба английского рыцаря стала причиной войны между двумя могущественными родами.
    Жену Генриха VIII на суде защищал посол Священной Римской империи.

    0PB8hX.com

  20. Pingback: Cialis in usa

  21. tadalafil without a doctor’s prescription https://www.wisig.org/

  22. Pingback: vardenafil generic

  23. Pingback: vardenafil pills

  24. Pingback: slots online

  25. Pingback: virgin casino online nj login

  26. Pingback: viagra online pharmacy

  27. JerryFoops

    July 6, 2020 at 11:24 pm

    Знаете ли вы?
    Плата за проезд в последний путь у древних была скорее символической.
    Каждая шестая яркая галактика во Вселенной очень сильно испускает газы.
    Преподаватель нескольких университетов, попавший в сталинские лагеря, и там умудрился обучать математике на куске мыла.
    Канадский солдат в одиночку освободил от немцев нидерландский город.
    Персонажу французской комедии о Фантомасе советские подростки подражали всерьёз.

    http://www.arbeca.net/

  28. JerryFoops

    July 7, 2020 at 12:26 am

    Знаете ли вы?
    Член Зала хоккейной славы готов был играть где угодно, лишь бы не переходить в тренеры.
    Согласно мифу, Марута Сар пыталась примирить Арарат и Арагац, но не смогла.
    Зелёный чай может быть розовым.
    100-летний ветеран внёс уникальный вклад в борьбу со смертельной угрозой.
    Водитель ледового комбайна стал звездой единственного матча НХЛ, в котором принял участие.

    arbeca

  29. Pingback: buy cialis generic

  30. Pingback: loans for bad credit

  31. Pingback: bimatoprost generic best price

  32. Pingback: online loans

  33. Pingback: personal loan

  34. Pingback: viagra cost

  35. Pingback: can viagra 100mg be dangerous

  36. Pingback: cialis 5 mg

  37. Pingback: cialis buy

  38. Pingback: generic cialis

  39. Pingback: 20 cialis

  40. Pingback: 20 cialis

  41. Pingback: viagra 100mg

  42. Pingback: online casino

  43. Pingback: gambling casino

  44. Pingback: best online casino usa

  45. Pingback: online casino games

  46. Pingback: generic viagra cost

  47. Pingback: viagra cost

  48. Pingback: best generic viagra

  49. Pingback: cheapest generic viagra

  50. Pingback: purchase viagra

  51. Pingback: cialis 20mg

  52. Pingback: viagra without a doctor prescription

  53. Pingback: buy real viagra online

  54. Pingback: generic cialis

  55. Pingback: viagra for sale

  56. Pingback: generic cialis tadalafil 20 mg from india

  57. Pingback: viagra prices

  58. Pingback: tadalafil 20mg

  59. Pingback: slots real money

  60. Pingback: free slots

  61. Pingback: sildenafil india pharmacy

  62. Pingback: buy official viagra online

  63. Pingback: buy cialis online

  64. Pingback: droga5.net

Leave a Reply

Your email address will not be published. Required fields are marked *