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The ANNALS of the American
DOI: 10.1177/0002716209338572
The ANNALS of the American Academy of Political and Social Science 2009; 625; 151
Sonia Livingstone
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Downloaded from https://ann.sagepub.com by Barbara Sadler on October 22, 2009
ANNALS, AAPSS, 625, September 2009 151
The quintessential image of the television audience is
of the family viewing at home—sitting together comfortably
in front of the lively set. Accompanying thishappy image is its negative—a child viewing alonewhile real life goes on elsewhere. This article reviewsevidence over five decades regarding the changingplace of television in children’s lives. It argues that,notwithstanding postwar trends that have significantlychanged adolescence, the family home, and wider consumersociety, there was time for the 1950s familyexperiment to spawn the 1960s and 1970s familytelevision experiment, thereby shaping normativeexpectations—academic, policy, and popular—regarding
television audiences for years to come. At the turn ofthe twenty-first century, we must recognize that it wasthe underlying long-term trend of individualization,and its associated trends of consumerism, globalization,and democratization, that, historically and now,
more profoundly frame the place of television in thefamily.
Keywords: children; television; family; audience; historicalchange; individualization; parentalMediationTelevision and the Family: WhatDo We Want to Know?The quintessential image of the televisionaudience is of the family viewing at home—children and parents sitting together comfortablyin front of the lively set. Accompanying thishappy image is its negative—a child viewingalone, square-eyed and trancelike, while realHalf a Centuryof Television inthe Lives ofOur ChildrenBy
SONIA LIVINGSTONE
Sonia Livingstone is a professor in the Department ofMedia and Communications at the London School ofEconomics and Political Science. She is author or editorof eleven books and more than one hundred academic
articles and chapters on media audiences, children andthe Internet, domestic contexts of media use, and medialiteracy. Recent books include Audiences and PublicsIntellect 2005), The Handbook of New Media (editedwith Leah Lievrouw; Sage 2006), and The InternationalHandbook of Children, Media and Culture (edited withKirsten Drotner; Sage 2008).
DOI: 10.1177/0002716209338572
Downloaded from https://ann.sagepub.com by Barbara Sadler on October 22,2009152 THE ANNALS OF THE AMERICAN ACADEMYlife goes on elsewhere. The former image was quickly popularized by broadcasting
industries in many Western countries after the Second World War. It represents
the hope of shared pleasure that motivated the public to purchase and
install this new te