The third section of Lewis’s book, “Three. The Revolt of the
Masses” looks at television and how it reaches its audience. Specifically, it looks at how TiVo has
changed television programming and advertising, and how this influences
viewers. TiVo allowed viewers to have
the ability to record shows and watch them back at a later time. This has the effect on the consumer of
allowing them to no longer watch commercials if they choose. And as for TiVo, they were gaining all the
information from what all of their users were watching, from what they were
watching, when they were fast forwarding, and when they would change channels.
This continues along the theme of dealing with class
struggles because television created the mass market. Without the television, there was no mass
market. Therefore, as TiVo steps in,
television begins to lose the mass-market effect. TiVo made it possible for companies to target
consumers more accurately. Without mass
marketing, it was becoming too expensive for big name companies to market their
products to everyone. This opened the
door for smaller companies to target their consumers, again demonstrating this
movement away from those in power, and towards the general public.
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