Scripts
meaning basic fl aw) and Non-winning (or banal)
scripts. A ‘winner’ is an individual who achieves
the goals he/she has set for him/herself. It is also
implied that these are met ‘comfortably, happily
and smoothly’.
A loser does not achieve set goals, or does but
is unhappy or damaged as a result. Th e losing
script may resemble ancient Greek drama, when
the basic fl aw seems to lead inexorably to tragic
finale. A non-winning or banal script is one
focused on playing safe and not taking risks. It
may result in small gains and losses but the indi-
vidual will remain a ‘non-winner’. It seems that
many people have a mixture of scripts: winning
in some aspects of life whilst losing in others.
Berne’s ideas have been applied to the devel-
opment of interpersonal communication skills in
a range of fi elds such as management, therapy
and customer relations. See life positions;
transactional analysis.
▶Claude M. Steiner, Scripts People Live: Transac-
tional Analysis in Life Scripts (Grove Press, 1990);
Graeme Burton and Richard Dimbleby, Between
Ourselves: An Introduction to Interpersonal Commu-
nication (Hodder Arnold, 2006).
Secondary viewing Term describing the
circumstances in which TV viewing forms
an accompaniment to other activities such as
homework and reading.
Segmentation Refers in a specific sense to
the constituent nature of TV – chopped up
into segments, of news, comedy, drama,
commercial, documentary, quiz shows, etc.is the signal. Schramm’s third model emphasizes
feedback, and in doing so points up the circu-
larity of the communication process. See topic
guide under communication models.
Scripts These are described by Eric Berne in
What Do You Say After You Say Hello? (Corgi
Books, 1975) as ‘a preconscious life plan’ by
which an individual structures ‘longer periods of
time – months, years or his whole life’. Scripts
are developed in our early years but then have
the capacity to infl uence and shape our transac-
tions with others. A script contains within it an
individual’s self-concept and his/her general
perception of and orientation towards other
people and the world. It thus forms a basis for
action. Berne identifies a number of possible
scripts individuals may have as a result of their
early experiences.
One example is the ‘You Can’t Trust Anybody’
script. An individual with this script would
obviously be suspicious and distrustful of others
and act accordingly. Such a script has obvious
implications for communication with others.
Berne argues that individuals tend to seek proof
that their scripts are valid, by behaving in a way
or interpreting behaviour in a manner that will
reinforce them. So to a greater or lesser extent,
behaviour might be script-driven. Scripts can
obviously be limiting but can, of course, be
changed.
In TA Today (Lifespace, 1987) Ian Stewart and
Vann Joines discuss three main types of script:
Winning, Losing (or hamartic, from the Greek,
Schramm’s models of communication, 1954