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1、TheTroublewithTelevisionItisdifficulttoescapetheinfluenceoftelevision.Ifyoufitthestatisticalaverages,bytheageof20youwillhavebeenexposedtoatleast20,000hoursoftelevision.Youcanadd10,000hoursforeachdecadeyouhavelivedaftertheageof20.TheonlythingsAmericansdomorethanwatchtelev
2、isionareworkandsleep.Calculateforamomentwhatcouldbedonewithevenapartofthosehours•Fivethousandhours,Iamtold,arewhatatypicalcollegeundergraduatespendsworkingonabachelor'sdegree.In10,000hoursyoucouldhavelearnedenoughtobecomeanastronomerorengineer.Youcouldhavelearnedseverall
3、anguagesfluently.Ifitappealedtoyou,youcouldbereadingHomerintheoriginalGreekorpostoyevskyinRussian.Ifitdidn%youcouldhavewalkedaroundtheworldandwrittenabookaboutit.Thetroublewithtelevisionisthatitdiscouragesconcentration.Almostanythinginterestingandrewardinginliferequiress
4、omeconstructive,consistentlyappliedeffort.Thedutiest,theleastgiftedofuscanachievethingsthatseemmiraculoustothosewhoneverconcentrateonanything.ButTelevisionencouragesustoapplynoeffort.ItsellsusinstantgratificationItdivertsusonlytodivert,tomakethetimepasswithoutpain.Telev
5、ision'svarietybecomesanarcotic^notastimulus.Itsserial,kaleidoscopicexposuresforceustofollowitslead.Theviewerisonaperpetuaguidedtour:30minutesatthemuseum,30atthecathedral,30foradrink,thenbackonthebustothenextattraction—exceptontelevision,typically,thespansallotted1areont
6、heorderofminutesorseconds,andthechosendelightsaremoreoftencarcrashesandpeoplekillingoneanotherInshort,alotoftelevisionusurpsoneofthemostpreciousofallhumangifts,theabilitytofocusyourattentionyourself,ratherthanjustpassivelysurrenderit.Capturing四urattention—andholdingit—is
7、theprimemotiveofmosttelevisionprogrammingandenhancesitsroleasaprofitableadvertisingvehicle.Programmersliveinconstantfearoflosinganyonefsattention-anyone's.Quitesimply,televisionoperatesontheappealtotheshortattentionspa入Itissimplytheeasiestwayout.Butithascometoberegardeda
8、sagiven,asinherentinthemediumitself;asanimperative,asthoughGeneralSarnoff,oroneoftheotheraugust2pioneer
