respond-to-the-question). In a sense it's not the so-called answers that are important, but rather gaining access to a way of questioning, a way of seeing. In my Introduction to Sociology class, the experiment that I describe here takes place after an Unoccupied, unemployed experiment and after we examine labor, structure, and the mode of production. It functions as an introduction to our examination of the mode of consumption, of socialization, of the media and of the culture of consuming. It is a small attempt to address that vast complex of meanings, actions, and institutions that make up the accomplished structure of consuming. Regarding the question to my class about knowing how to watch TV, we soon acknowledged that we were all experts, as Garfinkel (1967) would say, in the practice and accomplishment called In our ordinary experience we watch television. The purpose of our Un-TV experiment was to provoke us into seeing television, in don Juan's sense: Thus, as a teacher...don Juan's...contention was that he was teaching me how to 'see' as opposed to merely 'looking,' and that 'stopping the world' was the first step to 'seeing' (Castaneda 1972, p.ix). In our Un-TV experiment we engage in stopping the world by stopping the As a society we view television as real. We watch our wars on the same sets as our football games. W.I. Thomas taught us long ago, if humans define situations as real, they become real. From an ethnomethodological perspective in our Un-TV experiment, we bracket the natural (Heritage 1984, pp. 38-43) ofrealism while watching TV. We engage in a phenomenological reduction of that attitude and thereby attempt to see McLuhan's cool medium of participation. That is, we attempt to see that the practice/institution called TV is a contingent, highly active, hermeneutic practice, a managed, precarious yet routinized, ongoing accomplishment rather than the passive, transparent perception of an indifferent exteriority. We are dealing here with the social construction of reality (Berger and Luckman 1966); if this is experienced personally regarding the practice of watching TV, it can be extended with great force and effectiveness to other practices and other institutions: the school, the economy, the family, the polity.
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