The perceptional approach emphasises the deeds of members of television audiences. Television is conceived of as an object of our perception or as an instrument that enables the audience to go beyond the range of its natural vision and hearing. From this point of view, television is an instrument of the same kind as a stethoscope, a magnifying glass or a microscope.
Our approach, the presentational one, emphasises the deeds of television producers. Television is conceived of as a manifestation of certain communicative attempts by the producer, i.e. networks, journalists, directors, and other people behind the programming. It is an instrument that enables these people to reach beyond the natural range of their own voices and gestures. From this point of view, television is an instrument of the same kind as megaphones, semaphores, or smoke signals.
Television is always about something. As viewers we are, primarily, interested in the objects appearing to us on the screen. The receiver itself, as well as the noises and images it exposes are of secondary interest.
