By Randall RIchards
I remember, some years ago, I made many attempts to see subliminal messages on television. I was told if you open and close your eyes at a fast rate you can sometimes catch words and phrases within the frames of shows, ads and the news. Try as I might I couldn’t see anything.
Years later my wife watched something on TVNZ Livestream, which she never does. She just wanted a diversion from our normal intake of “Truth Media” (as opposed to OFM, or “Old Fashioned Media”). She was watching a standard series of some sort, and suddenly saw words flash across the screen. I don’t recall what she saw, but she said it was rather disturbing, similar to “You are worthless” or the like. She decided to do a little research and this link popped up about a complaint made in 2008 to the NZ Broadcasting Standards Authority by a fellow named Micheal Bennett against TVNZ.
Mr Bennett said in the complaint that he was watching an episode of Eating Media Lunch when he stated that the message “Kill Yourself Now” had flashed onto the screen in a subliminal manner. He contended that the message had only lasted for “3 or 4 frames of the 25 in each second” and that “this method of subliminal advertising” had been banned world-wide.”
The complaint which can viewed here, stated, “During an episode of Eating Media Lunch, broadcast on TV2 at 10pm on 2 November 2007, the message “Kill Yourself Now” was displayed on the screen just before the programme’s opening credits. The message was only visible for a fraction of a second.”
TVNZ assessed the complaint under Standards 1, 2, 8 and 9, and guideline 8b of the Free-to-Air Television Code of Broadcasting Practice. which are:
Standard 1 Good Taste and Decency
In the preparation and presentation of programmes, broadcasters are responsible for maintaining standards which are consistent with the observance of good taste and decency.
Standard 2 Law and Order
In the preparation and presentation of programmes, broadcasters are responsible for maintaining standards which are consistent with the maintenance of law and order.
Standard 8 Programme Information
Broadcasters are responsible for ensuring that programme information and structure does not deceive or disadvantage the viewer.
Guideline 8b
Broadcasters should not use the process known as “subliminal perception” or any other technique which attempts to convey information to the viewer by transmitting messages below or near the threshold of normal awareness.
Standard 9 Children’s Interests
During children’s normally accepted viewing times broadcasters are required, in the preparation and presentation of programmes, to consider the interests of child viewers.
The complaints filed by Bennett specifically were:
“standards of good taste and decency, law and order, programme information and children’s interests had been breached. He argued that the message “Kill Yourself Now” had flashed onto the screen in a subliminal manner. He contended that the message had only lasted for “3 or 4 frames of the 25 in each second” and that “this method of subliminal advertising” had been banned world-wide.
“He had been deeply offended by the message and believed that suggesting suicide was both irresponsible and illegal. He considered that subliminal messaging was a powerful tool for implanting ideas into a viewer’s subconscious.”
“Bennett pointed out that the episode was available on TVNZ’s website and that this meant children and teenagers with access to a computer could watch the programme at any time. He stated that “children and teenagers are vulnerable and this sort of subliminal message may well push a depressed young person over the edge”.
And you’ll never guess what the decision by the Broadcasting Standards Authority was. All of the following issues were “not upheld” in other words, they BSA could not find fault with TVNZ:
Standard 1 (good taste and decency) – contextual factors – not upheld
Standard 2 (law and order) – item did not encourage viewers to break the law or promote, condone or glamorise criminal activity – not upheld
Standard 8 (programme information) – action taken by the broadcaster sufficient – not upheld
Standard 9 (children’s interests) – standard not applicable – not upheld
In short the Authority ignored Bennett’s complaint, based on the laughable defense of TVNZ which stated:
TVNZ stated that “the message had been broadcast after the introduction featuring the “coming up section” and that it was intended to be an ironic and humorous comment* on the material that was going to follow. It pointed out that during different episodes of the programme other messages of “the same ilk” had flashed up before the beginning credits including “napalm the pakeha”, “mysky = small penis” and “Tame Iti = Bin Laden?”. adding, “The broadcaster argued that the phrase was not meant to be threatening or aggressive “nor was it meant to imply that the viewer should kill themselves”. It considered that the phrase was ironic and that it would be understood as a joke by regular viewers of Eating Media Lunch. TVNZ believed that material of this nature was acceptable in the context of an AO-rated programme, which was preceded by a warning and broadcast at 10pm. It declined to uphold the good taste and decency complaint.”
TVNZ argued that “for a programme to breach this standard it must actively promote disrespect for the law. It reiterated its argument that the programme was well-known for its satirical comedy and that it often contained footage and behaviour that was challenging. It maintained that the phrase was not meant to be taken as a directive but was intended to be a humorous comment on the material that was to come. The broadcaster believed that the phrase did not promote disrespect for the law. It declined to uphold the Standard 2 complaint.
In conclusion, through first-hand eyewitness accounts (my wife included), subliminal messaging does still exist, certainly in NZ. Thanks to the internet, facts don’t go away for those that are willing to do a little research. Again, quoting Mark Twain, “A lie gets half-way around the world before Truth gets a chance to put its pants on.” I’m rooting for truth.
*Emphasis added by author
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