Photo Credit: beggs
Today we’re getting deeper and deeper into a culture that is influenced by media, but thankfully it’s “selective media.” I don’t mean media that selectively reports things or gives you one side of the story. That’s nothing new at all. What I mean is viewers can be much more selective about what is watched, listened to, and read. With an ever-expanding selection of television programs, radio programs, print publications, and Internet websites, we have more to select from now than ever before.
And, changes in the marketplace are reflected as more new choices. Large print media are going out of business or restructuring, traditional television stations are competing fiercely for viewers, new players are emerging in markets that have traditionally been difficult for startups to penetrate, and regardless of the format, chances are good that you’ll find a version of it on the web (which means it’s in your pocket, in your handbag, or in a holster on your belt). Okay, so what does this have to do with personal finances? Plenty!
I say plenty, simply because someone has to pay for all of this entertaining media, and it isn’t those who are watching, listening or otherwise being entertained by it. At least they’re not directly paying for it – the product and service providers are. And, if they’re paying for your media, they’ll be employing advertising campaigns to help them make a return on investment – from you, the one being entertained. After all, advertising has been shown to be effective in getting you to part with your money for products and services – even if that means you need to go into debt.
Even in a shrinking economy, advertising doesn’t stop. In fact, it has to continue so market share is maintained, and competitor X can displace competitor Z if competitor Z decides to tighten their belt by cutting back on their advertising campaigns. When their advertising disappears, so do they – out of sight, out of mind, out of the marketplace, out of business.
The key point to understand is that advertising has a focus on eroding our sense of satisfaction in life. It hopes to inform us of a product or service, and then make us dissatisfied because we don’t have it – be it a gadget, vehicle, fashion accessory, video game, soft drink or snack item. Media also turns us into watchers instead of achievers, and it tends to rob us of the need to think and be creative. Our fellow enemies of debt are going to be challenged plenty when they’re dissatisfied with their lives, inadequately motivated, devoid of critical thinking skills, and lulled into watching the lives of others instead of making it happen for themselves.
With our lives often immersed, surrounded, and “splashed” with media, it’s up to us to find a way to defend against the constant drone of advertisers. After all, their message is quite simply, “you’re not happy so you ought to buy this.” In other words, part with your money, and your life will be turned around for the better. Sadly, this often leads to consumer debt for those of us who must have the latest and greatest of stuff.
Thankfully, in our world of selective media, we have various means of defending against consumer debt, simply by being more selective, and taking action. I’m not suggesting what you should do, but let me give you examples from my life. Some might be good examples for you to follow, and others might make you shake your head. In any event, these things work for me.
- I don’t watch television – I have one, but that’s for occasionally watching movies, and it’s not located in my living areas. I haven’t watched television for more than 12 years, and I can’t say that I’ve missed anything at all. I have no cable hook up nor satellite dish. When people walk into my home, it’s not uncommon for them to ask, “Where’s your TV?” It’s a telling sign that TV and its incessant advertising is “front and center” in their home and in their life.
- At the airport, I sit away from the boarding area to reduce the “splash” effect from advertising that constantly spews out of the TVs that are so graciously afforded the passengers who apparently can’t sustain a moment of their life without entertainment.
- The radio in my car works just fine, but it largely acts as a carrier for my CDs, and a flash drive that both provide music and commentary of my selection. I don’t normally listen to any radio programs as they are carriers of advertising.
- My front porch doesn’t have a newspaper on it, filled with advertising, because I don’t subscribe – never have. My magazine subscriptions are limited to only a few that are of social and political importance to me. And, I stop subscribing when the mail-in advertising that falls out from between the pages becomes more of an annoyance than the content of the magazine is worth.
- At a motel where they offer a self-serve continental breakfast, if I’m the first one in the room, I turn off the television, otherwise I ask if anyone is watching it, and then turn it off if no one objects. I do much the same thing at my doctor’s office.
- If I go to a grill or other restaurant where every table has their own TV, I sit with my back towards the television. I’m there to eat and enjoy the company of others, not absorb advertising and ignore people at the table.
Okay, so I’m an oddball. I freely admit it, but it works for me. One of the keys to my financial success has been to consider media advertising to be an unwelcome intrusion in my life – indeed, an intrusion into my home – something to be avoided. Therefore, my favorite selection with respect to media is “off.”
I should note that I’ve been an oddball for many years. I vividly recall one day at the office, about 30 years ago, a fellow employee asked me if I had seen the latest episode of a popular television program. I said that I hadn’t simply because I didn’t own a television. She said, “You don’t have a television? What do you do at night?”
I just can’t see that as anything except a sad indictment on what passes for typical American culture – without a TV, there isn’t anything worthwhile you can do with your life after you get home from work. How sad.
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Clair Schwan hosts Self Reliance Works and believes that exposure to advertising has an adverse influence on our personal finances and our ability to live a more self direct life. He also believes that most of our exposure to advertising is self-inflicted simply because we don’t recognize that “off” is a selection we can make. Whether it’s TV, radio or print media, it’s all a personal choice. Mr. Schwan has made his choices, and they include living a happy life nearly devoid of advertising. See his other frugal ways at Frugal Living Freedom, where the motto is, “…living well, and well within your means…”
We’re with you Clair! We don’t watch TV at all and we raise 5 children that way. It also amazes me when our kids’ friends ask what they do at home. And they ‘do’ things that are much more productive (bike riding, reading, puzzles, sports, games, cooking, building things…) Would it surprise you to hear that not one is overweight? I’m sure they get exposed to plenty of advertising while at friends’ houses and on the internet, but I feel great that they’re healthy and creative instead of sitting back waiting to be entertained and having advertisers seed discontent.
And when folks who know that I work fulltime and volunteer ask me “How do you do it all?”, I always start with what I DON’T do. I once read that TV is good cheap frugal entertainment, and some of it is good quality I’m sure, but most of it does indeed come with a price, and it isn’t cheap.
Jennifer, “seed discontent,” what a perfect way of describing exactly what happens. One commercial message plants the seed, another waters it, yet another warms the soil and on and on the process goes until the consumer finally rushes headlong out of the house (hopefully not during a commercial break) to the nearest big box store and to allow the retailer to harvest what has been so adroitly sown into our lives.
I’m so glad to hear about your children. Clearly you are on a great course, and you two deserve all the credit. And yes, sometimes it’s what we don’t do that counts the most in our life. It’s like when someone asks me why I choose to live in Wyoming. I begin by telling them all the things we don’t have up here.
Glad to have your family in the club,
Clair Schwan
We don’t watch TV either because we can’t get OTA signals and too cheap to pay for cable. It’s fine, I don’t miss it. We watch some programs on the internet and it works pretty well. I’m spending a lot of time working on the blog and reading books these days.
Retirebyforty, you’re absolutely right, you’re not missing a thing. I always challenge people to tell me what I’m missing by not watching TV. No one can tell me what it is, yet I’m accused of having my head in the sand. An acquaintance of mine in New York responded to my question by saying, “What if there’s an economic depression?” My response was a sarcastic, “Well, I wouldn’t want to miss that!”
By the way, good luck on your objective.
Good points. I agree. We cut back on TV mainly because we were too broke to pay for cable. I noticed that the less I watched TV the less I wanted to watch TV. It was kind of an exponential curve of disinterest in television. It quickly becomes obvious how unhappy TV makes us. I find it really hard to explain this point of view to TV watchers. They either don’t believe me or give me the “oh, so you think you’re better than me” blow off. It’s like, “Dude here are the keys to your shackles! Run free!” and the response is, “You are crazy. Why would anyone want to be like you! I know I am free because I drive an SUV and the guy in the commercial looks like he is having fun and gets lots of chicks”
Dave, one of the insidious aspects of TV, movies and media in general is that over the years it trains us to believe in what isn’t real, and what we only have a tiny bit of information about, and that leads to all kinds of odd beliefs and behaviors. Commercial advertising simply plays off of our training and weakness in this area.
Here are some examples: 1) a friend of mine commented that my .357 magnum must tear the target all to pieces, simply because he had watched too many movies, and never fired a bullet through a piece of paper before; 2) an associate of mine commented that our energy needs would be addressed by di-lithium crystals, once they were perfected – a victim of watching too many Star Trek episodes; and, 3) one evening at a party, an acquaintance commented with excitement about “those Hemi engines” that come with the new Dodge trucks, not knowing anything about them simply because he wasn’t alive in the 1950s when they were indeed new technology.
Sadly, for many people, if they don’t hear or see something via mass media, they simply don’t believe it exists, or they won’t know much about it. Many are convinced that TV is WYSIWYG, and Walter Cronkite drilled home that message of comprehensive coverage after every “news” cast by saying, “And, that’s the way it is….” To be successful with our finances and our lives in general, we simply have to know better so we can rise above the propaganda out there.
Great points Clair! TV definitely warps a persons sense of reality.
I do watch TV but never buy cable. I hate the commercials, and more often than not find myself vomiting due to the crap that is on possibly influencing young people everywhere. Luckily I don’t watch near as much TV as I use to, and the good thing is usually when I want to catch something I like I watch it on Netflix commercial free. 🙂
I canceled Tv 6 months ago….now reading a book per month. The key is to be intentional daily and fall into the trap of buying useless stuff!
I go by the old adage, “junk in , junk out”
Great post Clair
Gregg, thanks for your comment, and I appreciate your use of the word “intentional.” I’m fond of the synonym “deliberate,” but we’re both on the same page. Success requires clear intentions and deliberate action, otherwise, we’re really just floating along.
I got rid of my TV over a year ago. I simply have no patience for most anything on it. If I really want to watch something I will go to an online source. I love not having to pay for an expensive cable package that gives me nothing. I do have cable for internet but that is all. I spend time walking, doing yoga, reading, writing and visiting with friends. I hate when I go into a public place and a TV is blaring. I’ve never had the nerve to shut it off though. Thanks for the suggestion. It’s good to see I am not alone with this choice!
Beth, be bold, that’s why there’s an “off” button – it must be used. Simply tell the people around you, “You don’t need to thank me, I’ve saved thousands just like you from mind-numbing television. You are now free to engage in conversation, and meaningful and independent thought.”
Hey, I’ll bet it gets a laugh or two, and a bunch of nods as well.
I like watching TV shows. I don’t like watching TV.
If that sounds weird, it’s because I hate commercials and I buy the shows on DVD to watch.
I used to do the same thing but that can certainly get pretty expensive. I just watch them on Netflix or Hulu.com.
One of my favorite three TV shows right now is Bones, Fringe, and Criminal Minds, but I couldn’t tell you anything about the current seasons on any of them. LOL It’s worth it to wait and my wife and I are always thankful to be able to watch them commercial free when they make it to Netflix. 😀