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Ubiquitous Entertainment Centre for the Study of Communication and Culture Volume 28 (2009) No. 2 IN THIS ISSUE Pervasive Entertainment, Ubiquitous Entertainment Louis Bosshart and Lea Hellmüller University of Fribourg-Freiburg AQUARTERLY REVIEW OF COMMUNICATION RESEARCH ISSN: 0144-4646 Communication Research Trends Table of Contents Volume 28 (2009) Number 2 http://cscc.scu.edu 1. Introduction . 3 Published four times a year by the Centre for the Study of 2. Theoretical Approach: Infotainment . 3 Communication and Culture (CSCC), sponsored by the A. Entertainment . 3 California Province of the Society of Jesus. B. Information . 6 Copyright 2009. ISSN 0144-4646 C. Infotainment . 6 3. Advertainment: Advertising Editor: William E. Biernatzki, S.J. and Entertainment . 7 Managing Editor: Paul A. Soukup, S.J. 4. Charitainment: Charity Editorial assistant: Jazminda Ryan and Entertainment, Celebrity Advocacy . 8 5. Edutainment: Education and Entertainment . 9 Subscription: A. Edutainment Media . 10 Annual subscription (Vol. 28) US$50 B. Entertainment-Education: Create Favorable Attitudes . 10 Payment by check, MasterCard, Visa or US$ preferred. Theoretical Background . 11 For payments by MasterCard or Visa, send full account Resistance to, and Critiques of, number, expiration date, name on account, and signature. Entertainment-Education Interventions . 12 6. Evangelitainment: Religion Checks and/or International Money Orders (drawn on and Entertainment . 13 USA banks; for non-USA banks, add $10 for handling) 7. Militainment: Military and Entertainment . 14 should be made payable to Communication Research 8. Politainment: Politics and Entertainment . 15 Trends and sent to the managing editor 9. Sportainment: Sports and Entertainment . 17 Paul A. Soukup, S.J. 10. Conclusion, Discussion, Criticism . 18 Communication Department Santa Clara University Editor’s Afterword . 20 500 El Camino Real Santa Clara, CA 95053 USA References . 21 Additional Bibliography . 23 Transfer by wire: Contact the managing editor. Add $10 for handling. Book Reviews . 25 Address all correspondence to the managing editor at the address shown above. Tel: +1-408-554-5498 Fax: +1-408-554-4913 email: [email protected] The Centre for the Study of Communication and Culture (CSCC) is an international service of the Society of Jesus established in 1977 and currently managed by the California Province of the Society of Jesus, P.O. Box 519, Los Gatos, CA 95031-0519. 2— VOLUME 28 (2009) NO. 2 COMMUNICATION RESEARCH TRENDS Pervasive Entertainment, Ubiquitous Entertainment Louis Bosshart and Lea Hellmüller [email protected] — [email protected] 1. Introduction “Never before in history has so much entertain- the large field of social sciences. Some 24 years later ment been so readily accessible to so many people for one must admit the accuracy of his description of the so much of their leisure time” (Singhal & Rogers, 2002, symptoms, both then and now. We will discuss the p. 119). Media entertainment, now decentralized and degree of accuracy of his diagnosis in regard to the con- omnipresent in our lives, has transformed our society sequences of such a development later in this essay. into a hedonist one. We have more technical opportuni- The trend to present “all subject matter as enter- ties to enjoy entertainment, but we also see that enter- taining” stems from a changed manner of processing tainment has grown and affects more and more diverse information by individual recipients. More precisely, areas such as sports, politics, information, and educa- the individual experience controls or determines enter- tion. As long ago as 1985 Postman pointed out that tel- tainment, not the product. Wolf (1999) sees an enor- evision made entertainment itself the natural format for mous appetite for entertainment content, something to the representation of all experience. Following his connect people emotionally with products, something prophecy, public discourse had already begun to degen- to provide human beings with information in a stimu- erate into entertainment. The main suspect was televi- lating way. Entertainment has become the unifying sion that like King Midas had the talent to convert force of modern commerce as pervasive as currency. everything it came in touch with into something partic- Based on the assumptions that entertainment ular. King Midas received the gift that whatever he affects people deeply and that humans have a need for touched immediately converted into gold. The gift car- living in a hedonist society, this review will focus on ried a price and a problem—he could not eat the bread how entertainment has achieved a ubiquitous presence that had become gold when he took it in his hand. in our everyday lives. It explores the omnipresence of Television—and its viewers—on the other hand suffer entertainment and describes the symbiotic relationship from the gift that whatever television deals with between entertainment and information, entertainment becomes entertainment. As a consequence of this and sports, entertainment and politics, entertainment inevitable conversion, politics, religion, news, sports, and charity, and other similar relations. It describes the education, and economy become appendices of show way media entertainment has deformed our (media) business as soon as television looks after them. Postman society into a hedonist society and vice versa, and it (1985) wrote in a highly descriptive way and did not discusses the positive and negative aspects of the per- take into account much empirical research arising from vasive entertainment phenomena. 2. Theoretical Approach: Infotainment A. Entertainment ly passive way (Brock & Livingston, 2004, p. 257). We define entertainment, in its broadest sense, as Based on empirical and theoretical research, we any situation or activity from which a person derives describe the experience of being entertained or of pleasure. Entertainment appears mostly in situations enjoying entertainment in the following way (Bosshart where recipients receive exogenous stimuli in a large- & Macconi, 1998, p. 4): COMMUNICATION RESEARCH TRENDS VOLUME 28 (2009) NO. 2 — 3 Thomas Aquinas Thomas Hausmanninger Passiones sunt delectationes Entertainment is a pleasure of: The Senses: Sensibilis The use of physical abilities; competences of using the body, experiencing (the display of) motor and sensual activity (Ego-) Emotions: Emotionalis Evoking and experiencing emotions: “Mood management: using entertainment to full advantage” (Zillmann, 1988, p. 147) Wit/knowledge: Cognitionis Cognitive, intellectual powers, competences of being able to use one’s wit (Socio-) Emotions: Reflexiva Feel with others and feel for others: identification and empathy Table 1: Categories of pleasure in entertainment • Psychological relaxation (restful, refreshing, light, many things can be entertaining for many people, some and/or distracting) things are not entertaining at all. • Change and diversion (varied, diverse) After all, entertainment is pleasure, and that • Stimulation (dynamic, interesting, exciting, and/or means experiencing pleasure by witnessing or being thrilling) exposed to something! Taking up the terminology used • Fun (merry, amusing, funny) by Thomas Aquinas in his reflections on the passions • Atmosphere (beautiful, good, pleasant, and/or com- and following Hausmanninger’s “Outlines of a fortable) Constructive Theory of Entertainment” (1993, p. 34), • Joy (happy, cheerful) we categorize pleasure as consisting of four sub-cate- gories, as shown in Table 1. These experiences are indeed pleasant and posi- Since delectationes sensibiles et emotionales tive ones, distinct from everyday routines and bore- mostly come together in psychosomatic reactions, we dom. Entertainment in the sense of the Latin word can break the above categorization down in three sub- tenere means to keep somebody steady, busy, or systems based on the human systems: amused. In today’s words entertainment serves the improvement of mood states or, more neutrally, acts as materiality, existence Physical System an effective mood management tool. (being there) Stimulation seems to provide the most important motive for entertainment-seeking individuals. Their personality (emotions main goal is to reach or maintain an ideal level of Psychological System and cognitions), (being arousal or an optimal level of activation. Different gen- thus) res offer stimuli of different strengths to people with sociality, coexistence, Social System different entertainment needs. While some people society (being with) eagerly want to get an arousal kick out of entertainment stimuli, others tend to want to lower their excitation It may appear schematic to associate with the sub- level, and still other people try to maintain their exist- systems of the human system the genres and concepts ing state of satisfaction. Entertainment allows regulat- of entertainment (its constituents and functions). Such ing different states of excitation. associations serve only as preliminary examples to an In order to examine the ubiquitous phenome- analysis of further dimensions. non of entertainment we have to look at two sides: at Taking the associations that go with the term the pleasurable experiences and at the stimuli those entertainment, taking the main constituents of enter- experiences use to create pleasure. Despite the fact that tainment, and taking the basic elements of the defini- 4— VOLUME 28 (2009) NO. 2 COMMUNICATION RESEARCH TRENDS tions of what (probably) constitutes entertainment, the have this in common:
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