Livsstil som tv-underholdning

Abstract

Livsstilsprogrammer har siden slutningen af 1990’erne domineret programfladen i den tidlige prime time på de danske public service-kanaler DR og TV 2. Dermed er emner, som figurerer i bl.a. magasiner og ugeblade, massivt rykket ind på tv’s sendeflade. Bolig, have, mad, ferie, krop og sundhed er indholdet i programmer, der både vil informere, give gode råd og underholde seerne. Artiklen fokuserer på underholdningsdimensionen i tre kategorier af livsstilsprogrammer og undersøger elementer, der kan tænkes at fremme motivationen for at se dem. Her lægges vægten på hhv. vidensperspektivets kompetenceaspekt og livsstilsbegrebets imaginative muligheder i relation til drømmen om ’det gode liv’ og ønsket om den forjættende forandring. Artiklen diskuterer endvidere, hvorledes public service-fjernsynet med disse livsstilsprogrammer har suppleret dets oplysende funktion med en opdaterende funktion, og hvordan dets tidligere kulturelt dannende funktion i kraft af disse programmers karakter af manual kan opfattes som en slags livsstilsguide i forhold til markedets forbrugsmuligheder. Lifestyle as TV entertainment Since the late 1990s lifestyle programmes have dominated early prime time on the Danish public service channels, DR and TV 2. For this reason topics that have traditionally figured in magazines extensively have entered television programming. House, garden, vacation, body, and health form the content of programmes which aim to both inform, advise and entertain viewers. The article primarily focuses on the aspects of entertainment in three main lifestyle categories and is concerned with elements that might promote viewers’ motivation for watching such programmes. Importance is attached to the competence aspect of knowledge and to the imaginative possibilities connected to the idea of lifestyle, related to daydreams, ideas of ‘the good life’, and a desire for promising change. Furthermore, the article discusses how public service has supplemented the educational function with a function of updating, and how the previous cultural educative function has changed with lifestyle programming in as far as this programming has a more instrumental character and may be regarded as a manual and guide to lifestyle related to the market.