ors who created intense feelings in the listeners for example Hitler, Franklin Roosevelt etc. television is a cool medium that allows the viewer a wide range of possibilities. He suggests that one of the ways in which television impacts society is a detribalisation. This detribalisation does not mean only a re-awakening of ethnic/cultural solidarities that challenge modern nation states from within, it also means a global rebuilding of village life, an intense, communal, and concrete type of consciousness that repeats some features of oral cultures. Television creates the global village, transitional identities, worldwide information flows, global gossip, and a sense of interconnectedness. For many people, this cooling system brings on a lifelong state of psychic rigor mortis, or of somnambulism, particularly observable in periods of new technology. Riesman other-directed type was more about consumption. There is conformity achieved through being sensitive to the actions and wishes of others (Garner, 157). McLuhan talked about advertising. He thought that the product matters less as the audience participates more (411, Garner). The advertising industry is a crude attempt to extend the principles of automation to every aspect of society (Garner, 412). Photo and TV seduce us from the literate and private point of view to the complex and inclusive world of the group icon (Garner, 414). Today, with TV, we are experiencing the opposite process of integrating and interrelating that is anything but innocent (Garner, 415). The other-directed are guided by peers and the media. They do not have a specific set of internalized values and goals, but only internalized mechanisms that allow them to sense and adapt to changing expectations of others. For Riesman the other directed is also directed by peers and the media (Garner 165). There is a transition from being a competitive inner-directed to a approval oriented other-directed type (Gar...
