What is cinema and television studies for?

Cultural literacy is a particular view of the construction and generation of knowledge, the role of culture in that process, and the role of education in modern industrial society (House, Lemmer and Lawrence, 1991). They also explained that culture is not an antique but instead is actively produced and reproduced, and holds that cultural literacy is not an intellectual ability similar to reading literacy and that they involve different abilities.

Television works better than teachers as educator when it comes to spreading cultural literacy (Estes, Gutman and Harrison, 1988). In the words of John Hartley, "Television has successfully been used to teach the public about the culture and politics of past elites..." (1999, p.23). Cinema and television reflects the social values of a culture. For example, in the past, TV contents do not show sexuality as it was considered a taboo. As social values change, almost all movies now use sexual appeal. The show of affection in the public was also once unseen, but now it has become normal to kiss in the public. The two kiss on the balcony of Buckingham Palace between Prince William and Kate Middleton during their royal wedding is evidence of a shift in the social values. It should be noted though, social values differ from culture to culture and so one culture may have a shift in social values while others do not; for example, Brunei still do not show sexuality in the media.

The cultural literacy via television in present days is of different cultures, which differs accordingly to the geographical regions. For example, in Brunei, most people subscribe to Astro for their TV channels. From here, Bruneians can be exposed to not just one culture. The channels such as MTV, HBO and CNN, are channels with an American background and so will literate the audience in American culture. The cultural literacy they bring would be different from channels from Malaysia such as RTM1, 8TV, or NTV7. The Japanese channel, NHK World, would bring Japanese culture while KBS World the Korean culture.

Hartley explained in his book the full influence that television as having the ability to "to invade its viewers’ privacy", therefore making it "a most important primary educator" in teaching cultural literacy (1999, p.140). He also said that television "kneads" the minds of the audience, educating them with broadcast content. Television is able to mold the mind of the audiences and they take pleasure in being molded. 

In conclusion, television studies helps in understanding how culture pass through the medium of television, and its potential in literating publics on culture.

References:

Estes, T.H., Gutman C.J., & Harrison, E.K. (1988). Cultural literacy: What every educator needs to know. Educational Leadership, 46(1), 14-17.  Retrieved November 15, 2012 from ASCD database http://www.ascd.org/ASCD/pdf/journals/ed_lead/el_198809_estes.pdf

Hartley, J. (1999). Uses of Television. London and New York: Routledge.

House, E.R., Lemmer, C., Lawrence, N. (1991). Cultural Literacy Reconsidered. In Hiebert E.H. (Ed.), Literacy for a Diverse Society: Perspectives, Practices, and Policies. (pp. 58-74). New York: Teachers College Press. Retrieved November 15, 2012 from: http://arts.brighton.ac.uk/__data/assets/pdf_file/0006/5982/Cultural-Literacy.pdf