Soverow 1

Caelum Soverow
Liber
HY 390
2 December, 2014
One to Infinite Screens: How Glass Changed the World
An order of 13 Corning glass tubes was placed by television pioneer Vladymir
Zworykin in February 1927 (Smith, 16). This small order quietly set in motion a revolution,
that continues today, the development and evolution of the glass screen. Initially, glass made
television viewing possible but today allows us to access mass quantities of information as
well as develop powerful interpersonal networks powered a wireless connection of glass
screens most frequently accessed by our mobile devices. Having been delayed by bombing of
Pearl Harbor and the U.S.'s beginning involvement in WWII, commercial broadcast
television truly did not come into being until 1945. Though programming was limited and not
especially sophisticated, it immediately attracted what would be the beginnings of the mass
audience in terms of viewership, as well marking the evolution of a medium that had
unprecedented commercial and cultural influence, both domestically and around the globe.
The technology that made commercial television possible was not truly developed until the
1930's and not commercially viable until the '40s and '50s. By the late 40s multiple networks
were programming all 7 nights of the week (Edgerton, 74). This first glass screen changed the
face of American culture and ultimately exported that culture internationally as technological
advancements made that possible.
As the soldiers returned home from Europe and the Pacific and into well
infrastructured factories and offices, the ideal "American dream" found itself in mass
produced homes and mass produced ideals. American television was the first medium ever to

Soverow 2

communicate using both audio and video. Families who had huddled around the radio could
only imagine what the product (and actors) looked like. With the advent of the glass screen of
television, for the first time images were broadcast from a central studio to the entire nation,
delivering a mass audience never before available to advertisers. The advertisers and
programmers exclusively controlled the content. Not only was 1950's TV viewing was most
likely a group experience, it was one-way communication. The only interactivity on the
viewer level was to change channels or turn the set off. Consumers were a captive audience
as they found themselves returning at certain times of the day to tune into their preferred
programs, creating not only a captive audience but a consistent and habitual one. The TV
would soon assume a central role in the ideal American family as it broadcast news and
information attracting families around a single screen and creating unifying moments for
both individuals and the nation.
The glass screen of television provided pictures pivotal to the history of the nation,
allowing the country to watch as a unified audience. When in 1963 Walter Cronkite, of the
CBS television news network, announced that the president was dead via the black and white
glass screen, another iconic moment was created. "In a visual "gulp" seen across the nation,
Cronkite, his head turning slightly as he fought back tears, lifted his thick-framed eyes
glasses off his nose in an unconscious gesture and then resumed presiding over a long on
camera shift" (Barfield, 81). Television screens also unified audiences as Neil Armstrong
walked on the moon, as the world looked on in horror during the 1972 Munich Olympics and
again in grief when the challenger exploded in 1986. Or more recently when American life
changed forever on September 11, 2001.
Adding to the personal appeal of television was the creation of TV celebrities.
Compared with film stars, who appeared on the big screen, TV actors were able to connect

Soverow 3

with their audience inside their own homes. The most successful of the TV personalities was
Milton Berle, whose popular musical variety show allowed him claim the moniker "Mr.
Television."
"The 1950s witnessed a surge in the popularity of television, while radio was treated
like an overlooked cousin. Most of the popular radio programs and their stars moved
to the "electronic canvas." Comedy, drama, variety, news, and music orientated radio
programs became instant successes on television. Milton Berle "Mr. Television" host
of the Texaco Star Theatre, provided his audience with zany antics and weird
character portrayals that made him the most popular television celebrity of the 1950s."
(Roman, 57)
Milton Berle is important because he was the first glass screen celebrity. The context of
television consumption has changed over the decades, in the '50 and '60s with programming
choices remaining relatively slim, families gathered together to watch programming which
further reinforced the power of the medium by reaching every family member and also
continued to create "celebrities", this notion that those appearing on the glass screen have
lives that are more interesting than those who watch it.
Early shows such as Andy Griffith present an unrealistic portrayal of "Mayberry"
American life that at the time was desired by a certain amount of the populous. Having such a
heavy influence on the American culture, these TV programs are often parodied half a
century later to point out their lack of diversity in shows such as Family Guy currently still
airing on the FOX Network. 1950's TV dramas, especially those centred on family, portrayed
homogeneous, non-diverse, gender-specific, unrealistic notions of American family life, but
American believed them anyway, setting the stage for questioning these archetypes in the
Civil Rights movement of the '60s and later for other movements as well.

Soverow 4

American TV provided the perfect outlet to create mass markets for consumer goods
in post WWII America. TV advertising targeted at housewives touted the latest and greatest
products to revolutionize modern living. Realistically, these mass messages serve as the
beginning point for a certain homogenization of American culture with the rise of TV
advertising and programming. As the adoption of TV increased so do its influence in
providing a unified narrative for "American Life". These unrealistic portrayals became so
iconic that even if Americans no longer believe they are accurate, these programs have
captured the imagination of generation after generation as programming choices and glass
screen options have increased. Viewers today still watch these early TV shows, but the
consumer gets to choose on which video screen they watch Leave it to Beaver along with
where and when they choose to enjoy it.
Along the way the context of television viewing has changed as glass screens have
proliferated and programming choices increased. With the advent of cable in the early 80s
along with satellite dish technology in the 90s, viewers had more programming choices to
watch. And, as the number of programming choices increased so did the number of glass
screens per household, making viewing in an individual context now possible. Along the way,
except for premium programming and live sporting events, the proliferation of glass screens
meant TV viewing was generally no longer a family event.
As consumers began to embrace multiple screens in their lives, the power of that first
glass television has diminished. No longer are unifying the sole domain of a trusted personal
such as Walter Cronkite, consumers are totally free to select information sources and content
as they choose, when they choose. For the first time since its inception the mass audience is
declining, viewership of a once unifying network newscast is at an all time low and
consumers are choosing to cut the cable cord as they continue to receive information on

Soverow 5

wireless devices. Not surprisingly this has impacted the once powerful television advertising
establishment as well. As an industry, they are losing traditional advertising dollars and are
not likely make it up on digital platforms.
The ability of Americans to watch football on a glass screen has given rise to a multibillion dollar sports industry of which the crown jewel remains advertising during the SuperBowl, despite the fact it still airs on network television when most premium sports have
migrated to cable networks. Without television establishing NFL, viewing in the early 70's
cable based ESPN would not be the juggernaut it is today and professional sports would not
be glorified spectacle it is today. In addition to enabling the creation of the professional sports
industry, the glass of television changed the US political process forever.
Nixon's loss to JFK in the 1961 televised debates changed forever how and why
candidates are put forth by political parties. The Kennedy camp had an understanding of this
new glass screen technology including the need for their male candidate to apply makeup,
allowing them to win the debates and, ultimately, the White House. The Nixon camp refusal
to embrace the subtleties of the new medium sabotaged their candidate by showing him in an
unfavourable light in the living rooms of America. Television advertising still remains the
number one expenditure by political campaigns, and spots have come to define certain
election cycles. The Goldwater daisy spot is probably the first of this genre airing in 1964 but
in the decades afterwards TV spots continue to make or break candidates in elections
regardless of accuracy. And, voters head to the polls with information garnered in 30 second
sound bites.
A new screen, emerging in the 80's, would change the world by putting computing
power into the hands of consumers who had the expertise and access to the early personal
computer technology. No longer were computers room sized machines housed in the

Soverow 6

basements of academic institutions, for the first time via a glass with green letters computing
could take place in the home of average Americans . By the mid-80s early personal
computers (PCs), all be-it expensive, were already appearing on desk-tops in homes and
offices. It would be decades, but ultimately, the computer screen and television screen would
converge, offering similar experiences on both platforms.
The personal computer made possible the next big revolution of the glass screen,
connecting to the internet. In early days, internet usage was confined to academic
communities and government agencies, but as user friendly interfaces were developed the PC
glass screens became ubiquitous in America's homes, offices, vehicles, financial institutions,
grocery stores, schools and seemingly nearly every location in America. No longer did screen
time have the context of family evening viewing, we were becoming a nation of 365 24/7
glass screens. What was once a family bonding activity that unified the nation, is now a
fragmented behaviour distributed across all parts of one's life, particularly due to the
connectivity offered via the world wide web. Where once viewers relied on a television
network to provide new content, today's consumers can literally have their own channels via
the internet on YouTube and watch on the glass screens of their mobile phones. The
consumers are now the gatekeepers of their own information. Another important development
in the late 70's and early 80's was the growth of the video game industry, the first opportunity
for consumers to interact with their glass screens. No longer was information just emanating
from the glass screen, but consumers could now impact what appeared on the screen by
making a decision.
The glass screen of video games has changed drastically since the days of Pong, the
premier innovation in interactivity with one's television offering a simple monochromatic
"game" that presented players with a simple goal but led to countless hours of entertainment.

Soverow 7

The flashing screens, vibrant artwork and interactivity with the consumer made Arcades of
the late '70s quite successful for a short amount of time. Targeted at the youth, these arcades
required money and a means of transportation neither of which were easily accessible to a
person of younger age. In addition the early video consoles lacked any restrictions or quality
control, flooding the market with inferior products, leading to a crash in the video game
industry in 1977 and 1983. But in a stroke of brilliance, a Japanese video game company by
the name of Nintendo single handily brought the industry back to life by introducing the NES
(Nintendo Entertainment System) to the household. Now eliminating the constant drain of
quarters, reliance on a ride to be able to play and program of licensing their games with a seal
of approval visible on the cartridge. The invention of the home gaming console created a
multi-billion dollar industry under 20 years.
In the mid-2000's congress mandated that the historically powerful local terrestrial
television stations, behemoths that had ruled their community and country for so long, vacate
their analogue spectrum to make way for personal device use on former broadcast
transmission frequencies. The U.S government then auctioned this spectrum to
telecommunication companies, setting the stage for the next great glass screen development,
the smart phone.
The commercial television industry has changed dramatically since its inception in
1945. In that era there was one glass screen per household, transmitting the same content
without any level of interactivity possible from the receiver. In 2014 the average Americans
life consists of multiple screens some of which are still glass. Our cell phones allow us to
access the internet, take photos and share information as we so choose. Americans can now
connect with other people all over the world without geographical restrictions. And, smart

Soverow 8

phones have made the technology mobile. Viewing video on a glass screen is no longer time
or space confined behaviour.
The one screen that originally brought the nation together has now led the nation to a
time of fragmentation as we tend to shut out sources of information we disagree with in
essence cocooning ourselves with only things verify our world view. Thus allowing the smart
phone to take advantage of changing cultural and social dynamics, much like the original
single glass screen did in 1945.
One important difference between the glass screen of 1945 and the glass screens of
mobile phones today is the dynamic nature of the latter. The former was only watchable. With
our smart phones we are actually capable of creating our own real time communication
networks and choosing the narrative for our own lives on whichever glass screen one prefers.
There is no reason to believe that the adoption of smart phones will slow anymore than it is
likely that the mass audience will return.

Soverow 9

Works Cited:
1. Adler, Richard. Television as a Cultural Force. New York: Praeger, 1976. Print.
2. Thumim, Janet. Small Screens, Big Ideas Television in the 1950s. London: I.B. Tauris,
2002. Print.
3. Smith, Anthony. Television: An International History. Oxford: Oxford UP, 1995. Print.
4. Edgerton, Gary R. The Columbia History of American Television. New York: Columbia
UP, 2007. Print.
5. Smith, Anthony. Television: An International History. 2nd ed. Oxford: Oxford UP, 1998.
Print.
6. Barfield, Ray E. A Word from Our Viewers Reflections from Early Television Audiences.
Westport, Conn.: Praeger, 2008. Print.
7. Roman, James W. Love, Light, and a Dream: Television's Past, Present, and Future.
Westport, Conn.: Praeger, 1996. Print.
8. Wedell, E. G., and Bryan Luckham. Television at the Crossroads. Houndmills,
Basingstoke, Hampshire: Palgrave, 2001. Print.
9. The, Smithsonian. Glass. 1st ed. Vol. 1. Washington. Smithsonian Institution, 1979.
10. Hilmes, Michele. The Television History Book. London: British Film Institute, 2003.
Print.