... by the BBC in 1936, its effects on the nation have been studied. Even before the Second World War, the BBC had built up a reputation as a national institution (Hood & Tobary-Peterssen, 1997: 29). The history of television from the post-war era (broadcasting ceased between 1939 and 1946 for national security reasons) is of interest, as it can be understood by the approaches to its study, rather than its overall distribution or consumption. As with many theorists, Srinati (2000) looks at the distinction between the 'effects' and 'uses & gratifications' approaches to understanding television's function. The advent of television brought about initial reactions in the 1940s that grew from seeds of cynicism towards the 'effects' it was having on the largely unsuspecting audience. After correctly equating it with the mass culture theory of popular television, Srinati succinctly describes this approach as the idea that: 'T.V. determines what people think ...

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