Elliot Kim
Television in the 1950s underwent a period of rapid innovation and improvement, with the television set taking over from radio as the dominant broadcast medium in households. By 1955, half of American homes owned a TV set, a significant increase from the mere 9% of households in 1950. The television had been in development since the late 1920s, with the first crude experimental forms emerging during this decade. The technology was primitive, with early broadcasts consisting of short 15-minute segments filmed with a single camera. However, by the 1950s, television programming had evolved, introducing popular genres such as situation comedies, westerns, soap operas, and dramas. The nature of television as a telecommunication medium for transmitting moving images and sound remained, but the shift from radio to television as the primary medium for influencing public opinion was significant.
| Characteristics | Values |
|---|---|
| Sound | Yes |
| Number of US households with TV sets | 8,000 (1946); 45.7 million (1960); 9% (1950); 85.9% (1959) |
| TV programming | Live broadcasts from New York City; situation comedies, westerns, soap operas, adventures, quiz shows, police and medical dramas |
| TV commercials | One of the most effective, persuasive, and popular methods of selling products |
| Advertising rates | Determined by the time of day and popularity of the channel |
| TV influence | Primary medium for influencing public opinion |
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What You'll Learn
The rise of television
Television as we know it today has come a long way since its early development in the 1920s. The 1950s marked a pivotal decade in the evolution of television, transforming it into a cultural powerhouse that reshaped American society and popular culture. This period witnessed a rapid increase in television ownership, innovative programming, and the emergence of new broadcasting technologies, solidifying TV's status as a dominant force in entertainment and news.
The groundwork for television was laid in the late 1920s and early 1930s, with pioneers like John Logie Baird conducting experiments with mechanical television systems. However, the spread of television was hindered during World War II due to resource constraints. In the post-war period, television began its ascent in American homes. By 1946, approximately 8,000 US households owned television sets, and this number steadily grew throughout the late 1940s.
The 1950s marked a boom period for television, with ownership skyrocketing. Between 1949 and 1959, the number of television sets in American homes surged from one million to fifty million. This exponential growth positioned television as a pivotal force in shaping American culture and society. During this decade, television replaced radio as the dominant broadcast medium, mirroring a similar shift in home entertainment.
The impact of television extended beyond entertainment. News broadcasting underwent a revolution, with Edward R. Murrow's incisive journalism setting a new standard. The establishment of coaxial cable between the East and West coasts and the invention of videotape enhanced the dissemination of news footage. Television also reshaped politics, influencing how politicians campaigned and presented themselves. The power of television to shape public opinion and emotional connections was recognised, and politicians adapted their strategies accordingly.
In conclusion, the 1950s witnessed the transformative rise of television as a cultural force. This decade laid the foundation for television's enduring impact on American society, shaping entertainment, news, and political engagement for generations to come.
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The decline of radio
The 1950s marked a significant shift in the Golden Age of radio, with the introduction and rapid rise in popularity of television. This new technology had been in development since the late 1920s, but its progress was hindered by World War II due to resource constraints and the general pause on commercial television. By 1947, only a few thousand American households owned television sets, but that number skyrocketed to 12 million just five years later, and by 1955, half of American homes had embraced the new medium.
The appeal of television lay in its ability to offer a multisensory experience, combining sound and moving images. Families with television sets reported feeling a sense of unity and connection, with the TV set even being described as a member of the family. This shift in home entertainment preferences signalled the decline of radio as the dominant broadcast medium.
Radio had enjoyed a period of immense popularity, with the late 1920s to the early 1950s considered its Golden Age. During this time, radio entertained millions of listeners across America with a variety of programming, including comedies, dramas, game shows, and music shows. The development of radio itself was a gradual process, with many inventors contributing to its evolution. Notable figures include Nikola Tesla, who began researching the use of electromagnetic waves in the early 1890s, and Guglielmo Marconi, who successfully transmitted wireless Morse code in 1895 and gained widespread acclaim for his role in radio's rapid adoption.
The rise of television, however, presented a new challenge for radio. While radio continued to be a significant force in American life, with over 95% of Americans tuning in at least once a week even in 1998, it had to adapt and innovate to maintain its relevance. Developments like stereophonic broadcasting and the introduction of Digital Audio Broadcasting (DAB) helped radio stay competitive. DAB, in particular, offered improved sound quality and the ability to display additional information, ensuring that radio could keep pace with the evolving expectations of audiences.
Despite the initial decline of radio in the face of television's emergence, radio has proven its resilience and longevity by embracing technological advancements and adapting to the changing media landscape.
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TV programming
Television in the 1950s underwent a period of rapid innovation and improvement, with the television set taking over from radio as the dominant broadcast medium in homes. By 1955, half of American homes owned a TV set, a significant increase from the 9% of households that had televisions in 1950. This rise in television ownership meant that during the 1950s, television was the primary medium for influencing public opinion.
In the early 1950s, most television programming was broadcast live from New York City and was rooted in the city's theatrical traditions. However, as the centre of the television production industry shifted to the Los Angeles area, the programming also changed. The live theatrical style was replaced by shows that were recorded in advance, and new genres began to emerge. These included situation comedies, westerns, soap operas, adventures, quiz shows, and police and medical dramas.
The nature of TV programming in the 1950s reflected the demographic of the audience, which initially consisted mostly of urban Northeasterners who lived within reception range of the major stations. As TV sets became more affordable and hundreds of new stations opened across the country, television broadcasts became available to a wider audience. This diversifying audience led to a change in the nature of programming, with the perceived tastes of this new audience being reflected in the content.
Television programming in the 1950s was also influenced by advertisers, who had a great deal of creative control over the content of shows. During this time, programs were often hosted by single advertisers, and the popularity of television as a medium for advertising led to the introduction of advertising breaks with multiple advertisers.
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TV advertising
Television in the 1950s underwent rapid development, with TV quickly becoming the leading advertising medium. Spending on TV advertising grew more than tenfold from $12.3 million in 1949 to $128 million in 1951, and nearly another tenfold to $1 billion in 1955. This was a significant shift from network radio and print publications, which had previously been the dominant broadcast medium.
The 1950s saw the emergence of new advertising concepts such as "exposure", "subliminal advertising", and the "creative team" approach. The latter, popularized by Doyle Dane Bernbach in the "Think Small" campaign for Volkswagen, paired an art director with a copywriter. The concept of the Unique Selling Proposition (USP) was also introduced, with advertisers relying on TV product demonstrations to showcase their USPs in action. For example, Band-Aid plaster was shown staying affixed to an egg in boiling water, and Remington razors shaved the fuzz off a peach.
The baby boom and the emergence of teenagers as a distinct demographic segment also influenced advertising in the 1950s. Advertisers targeted new mothers with products that played on their desire to lose weight and maintain their figures. Teenagers, with their disposable incomes and influence over parental spending, also became a lucrative target market. They were targeted with ads for records, magazines, soft drinks, and apparel.
Television commercials in the 1950s reflected the social norms and ideals of the time. Critics have described the world portrayed in these ads as "mythological", with an overrepresentation of young, beautiful, heterosexual women and nuclear families. However, there were also shifts towards more diverse representations, with companies like AT&T being among the first to depict ethnically diverse consumers in their advertising.
By the mid-1950s, film replaced live commercials, allowing advertisers to move beyond talking heads and product demonstrations. Popular commercials from this era included dancing packs of Old Gold cigarettes and animated shorts.
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TV's influence on public opinion
Television became a part of most American households in the 1950s, replacing radio as the dominant broadcast medium. This marked a new era in communications, and many believed it would drastically change politics. TV has indeed influenced public opinion in several ways.
Firstly, television has shaped viewers' attitudes by portraying certain relationships, such as single parenthood or same-sex marriages, as socially acceptable. This influence goes both ways, with fictional TV families of the 1950s reflecting and influencing the real lives of American families. While these early TV families showed some diversity, they did not represent all American lifestyles, and ethnic families were notably absent.
Secondly, television has influenced public opinion by affecting which social and political issues viewers consider most important. Issues that receive extensive TV coverage are generally judged to be more significant, while those that receive little coverage are deemed less important. For example, during the civil rights movement, footage of attacks on civil rights protesters and race riots swayed public opinion in favor of liberal legislation.
Thirdly, television has impacted politics and the selection of presidential candidates. Extensive coverage of primary elections can influence voters' opinions about which candidate is most likely to succeed, and negative campaigning can contribute to a decline in public respect for lawmakers and government institutions. Television also influences the way the government conducts its business, with politicians recognizing that they are under constant observation.
Finally, television has the power to overwhelm viewers with an excess of information, especially with the numerous cable channels devoted to politics. Critics argue that this information overload has turned off many viewers and contributed to a decline in voter turnout.
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Frequently asked questions
Yes, television in 1950 had sound. The technology had been in development since the late 1920s, and by the 1950s, television had replaced radio as the dominant broadcast medium.
In 1950, only 9% of American households owned television sets.
The price of a TV set in 1950 was equivalent to several weeks' salary for the average worker.
A study by CBS and Rutgers University found that families enjoyed the new experiences television brought and felt it helped them socialise and connect in new ways.
Some popular TV shows in the 1950s included situation comedies, westerns, soap operas, adventures, quiz shows, and police and medical dramas.
