... the eyes' and Ernie Kovacs called TV 'a medium, so called because it is neither rare nor well done'. Although, Ien Ang, for example, concludes that the TV audience as a whole is stereotyped and labelled as 'couch potatoes', but they should not be, as 'the ordinary viewers' perspective is almost always ignored...' and 'living with television involves...interpretations' (Ang 1991: 2). Indeed, what can be argued against the pessimist theorists is that we need to understand what we see, and comprehension requires a schema. Schemas provide us with mental structures on how to cope with future experiences, and therefore how to be able to change our knowledge of what unfolds before us, in this sense, on screen. Changing our perceptual frameworks like this, converts meaning into a context. What most people do not realise is that we are far more interpretative than we think, just as visual images are far more ...

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