QUESTION
Write a 1500 word research essay on;
“What does it mean to describe television as a domestic technology? How does its primary position in the home shape its forms and uses”?
What this exercise entails: The aim of this exercise is to reflect critcally on the set question and to offer a theoretically-informed responsed and or argument using concepts and ideas from course material and independent research
SOLUTION
What is domestic technology?
Domestic technology refers to the use of various technology sources at home for achieving comfort as well as efficiency. It is the incorporation of applied science within home. Along with stand-alone appliances, there are several integrative solutions as well. Emerging domestic technologies are comparatively more integrative than its predecessors, and provide benefits far beyond labor saving, including energy efficiency. Such integrative technologies either take advantage or depend on the presence of related technologies that include intrinsic features (Helen Marie Colvin, 2008).
Further, domestic technologies is easily divided into 2 categories: hedonic are those that are primarily used to serve entertainment purpose, such as game consoles, stereo system or television; and utilitarian, are the ones like a washing machine, vacuum cleaners and microwave ovens. Though these represent basic consumer goods, technology advancement has made them a much more pervasive as well as integrated feature for each household.
Television as a domestic technology:
Domestic appliances commonly used at home include washing machine, clothes dryers, microwaves, and other such machines that help us to complete household work swiftly and spend quality time with family and friends. One such domestic technology that has become imperative in every household is the television. With the development of technology, there is barely any household who does not have a television. A TV is available at various sizes, price and brands. Over the years, it has emerged as the most important domestic technology.
How is a television positioned in every household?
Television is positioned as a necessity in every household. It is treasured for a variety of benefits such as it allows the entire family to sit and relax together, it is informative and most importantly, it is the basic tool of entertainment for the entire family. A television is equivalent to other necessities of life such as food, clothing and shelter. The icing on the cake for such a positioning has been the availability of televisions of various sizes, technology and prices. Hence, people from all strata of the society can afford a television. The television is a great source of relaxation, especially on Sundays when the entire family is at home. Television is positioned more as a domestic belonging and less as a technology. The emotional value attached to a TV is much higher than its market value. In fact, many families often treasure the first TV that they had purchased or was gifted.
Availability of a television:
In the present scenario, a television is available in various sizes and prices. With the development of technology, most of the modern TV sets are high-definition, include 3D effects, have technologically advanced audio and video systems etc. This gives the end user an experience similar to a theatre. The most common brands that have a high demand in the Indian market include Samsung, LG, Panasonic, Sony and Sansui. The market for LCD is also picking up in the metros and tier 1 cities. LCD is the TV that has flat screen, sleek exterior and amazing picture quality. Two years back the price of such TV would range from 1 lakh to 1.5 lakh. But now the scenario has changed. Technological development has enabled these companies to offer LCD worth INR 25000 to INR 55000. This has increased its demand in tier 1 and tier 2 cities. There are a lot of people in these cities who can afford such luxuries and are deprived of it only due to lack of availability.
Sony’s new range of VIARA is directed basically to the richer segment for the society. These are LCD TVs that have superior picture quality, including 3D effects. The price of such LCD ranges from INR 1 lakh to 10 lakh. The company is promoting this product via television advertisements that are extremely attractive and display the products’ USP in the best possible way. This product not only looks attractive, but also possesses superior audio and visual effects. Other companies such as Samsung and LG also have LCD TVs targeted at the higher segment of the society.
Television Across Gender And Age
Several ethnographic studies show that gender-based differences exist in deciding who uses domestic technologies, along with the manner in which it is used (Bittman, 2004). Authors like Gershuny (2003) state that gender does not play an important role in deciding the time spent based on certain technologies or activities. Domestic is generally perceived as a feminine construct (Habib & Cornford, 2002), though the case is not the same when we talk about TVs. While men might take pride in choosing the TV set, the time spent in front of the TV varies across gender. In fact, it is more age specific than gender.
Content of Television
The content on Indian television varies across channels. The channels are English or Hindi and the categories include news, sports, music or entertainment. In India, the most established news channels include CNN IBN Live, NDTV and Times Now. These 3 channels are major competitors and hence the quality of news delivered has witnessed superiority over years. The Hindi counterparts of the same include NDTV 24/7, Aaj Tak, India TV etc. besides these, there are several other news channels that are trying to fit into the list of the best news channels.
The entertainment channels are the most popular channels in India. The ones that top the list include Sony, Star Plus, Colours, Zee etc. These channels broadcast serials that are based on daily family life such as the relationship between husband and wife, problems of staying in a joint family etc. The audience relates to such stories and hence the television has become the most adaptable domestic technology. The audience can see the stories of their own families via this medium.
The next category of channels that have gained a lot of attention are the English movie channels. These channels not only have high viewership in the metros, but are also viewed by people in Tier 1 and Tier 2 cities. The leading English movie channels include Star Movies, HBO, Movies Now, Sony Pix etc. These channels show movies that are new as well as have high demand among the end-users. In fact, HBO gives the viewer an option to vote for the movie that he wants to watch, and the channel shows the movie that receives the highest vote. These are often movies that have won Oscar and the entire family is eager to watching it again. Hence, the television yet again becomes the most prominent domestic technology.
Apart from being the most important source of entertainment, television is also very informative. Most of the news channels conduct regular debates and discussions that encourage the participation of masses. Further, shows like Citizen Journalist enlighten the entire country about the wrong happening in the country. The show encourages citizens who are either harassed by the Government or any particular body to display their entire story to the entire world. This has resulted in the government bodies to take their work more seriously and not harass normal people.
Other channels that play an important role in influencing people include Discovery channel and Animal Planet. Both these channels talk a lot about animals and how important it is to save them. There are certain channels such as Food Food or Star World who are doing very well as they have created a niche for themselves. Food Food is a channel that focuses on teaching the audiences various interesting ways of preparing tasty food. Star World focuses on English serials that are hilarious and extremely exciting. These serials have a lot of fan following, predominantly teenagers and young professionals. Against the normal myth, youth in Tier 1 and tier 2 cities also follow this serials regularly. The most famous of the list includes Friends, Dr Bean etc. The sports channels like Star Sports, ESPN, Ten Sports have a large fan following and remain the favourite. Indians being ardent cricket fans can barely let go of watching cricket with the entire family.
Choosing the right channel pack
In India, there are several operators who offer channel packs such as Dish TV, TATA SKY, Airtel set-top, Reliance etc. These are established companies that offer a bundle of channels to the customer. The customer can choose the pack that is as per the channels he likes. This is extremely cost effective and offer picture quality as well.
Conclusion
Hence, it is evident that TV is the most popular domestic technology. In fact, with TV the word technology barely fits as females take a lot of interest while purchasing a TV. Everyone is aware of the latest brands and models available and look forward to buying better models. Television is the most successful domestic technology that has become imperative in every household. Irrespective of the economical strata that an individual represents, they would always possess a TV. People stay in a single room but definitely have a TV. The functional and emotional benefit of this product has surpassed the technological aspect of this product. The word domestic is always related to females and hence, their demand for TV has always been high.
References:
Anne Soronen and Kristo Kuusela (2005). Domestic technologies of the future. Available on http://www.springerlink.com/content/2kldatj9vdpfatyq. (Accessed 27 October, 2011)
Helen Marie Colvin (2008). The acceptance of domestic technology: TAM as applied to a proposed classification scheme. Available on http://www.colvinconsulting.com/helen/gradportfolio/dissertation.pdf. (Accessed 27 October, 2011)
Domestic Technology (n.d.). Available on http://norskfolke.museum.no/en/Exhibits/Permanent-exhibits/Domestic-Technology.(Accessed 27 October, 2011)
Raymond Williams, Ederyn Williams(n.d.) Television: technology and cultural form. Available on http://books.google.co.in/books?id=9XYfPRBR3awC&pg=PA178&lpg=PA178&dq=television+as+a+domestic+technology&source=bl&ots=bgu-OotBOh&sig=yoEJp_VEP2fKzo_cLSGtv6QpI3E&hl=en&ei=PXGmToyYO4HXrQfj_LDXDQ&sa=X&oi=book_result&ct=result&resnum=1&ved=0CB4Q6AEwAA#v=onepage&q=television%20as%20a%20domestic%20technology&f=false (Accessed 27 October, 2011)
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