Critical Studies in Media Commercialism

Paperback | May 15, 2000

EditorRobin Andersen, Lance Strate

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Intense commercialism has been a perennial hallmark of the mass media ever since its inception and throughout the twentieth century the techniques and strategies of the dominant players in the world of media and advertising have become increasingly sophisticated, with the development ofmultinational media corporations and electronic media opportunities. Developments have been so rapid that scholars are only now beginning to come to terms with the full impact of media commercialization as a global phenomenon cutting across traditional cultural, economic, and social boundaries. Critical Studies in Media Commercialism brings together an impressive collection of essays that explore the growing complexity, range, and reach of media commercialism in today's world. From the corporate conglomeration of today's media giants to the effects of advertising on politics, society, andthe individual, this collection provides a comprehensive and insightful critique of both the impact and the limits of media commercialism in the modern world.

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Intense commercialism has been a perennial hallmark of the mass media ever since its inception and throughout the twentieth century the techniques and strategies of the dominant players in the world of media and advertising have become increasingly sophisticated, with the development ofmultinational media corporations and electronic me...

Robin Andersen is Associate Professor in the Department of Communication and Media Studies and Director of the Peace and Justice Program at Fordham University. She is the author of Consumer Culture and TV Programming, and her numerous articles appear in books and scholarly journals such as The Media Reader, Journalism and Popular Cult...

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Format:PaperbackDimensions:352 pages, 9.69 × 6.73 × 0.75 inPublished:May 15, 2000Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0198742770

ISBN - 13:9780198742777

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Table of Contents

Part One: Human Need and the Commercial ImperativeSection Introduction1. Sut Jhally: Advertising at the Edge of the Apocalypse2. Marshall McLuhan: American Advertising3. Neil Postman: The Media Ecology of the Free MarketPart Two: Conglomeration, Synergy and Global MediaSection Introduction4. Robert McChesney: The Global Media Giants5. Anthony Smith: Global Ethics in the Age of Behemoths6. Craig Allen: Sold American: US News Consultants and News Issues Abroad7. Matthew McAllister: From Flick to Flack: The Increased Emphasis on Marketing by Media Entertainment CorporationsPart Three: Advertising and CultureSection Introduction8. Nancy Morris: US voices on UK Radio9. Lance Strate: Intoxicating Consumptions: The Case of Beer Commercials10. Robin Andersen: Road to Ruin: The Cultural Mythology of SUV's11. Katherine Fry: Starbucks Coffee: Cultivating and Selling the Postmodern Brew12. Dan Weisberg: Scalable Hype: Old Persuasions for New TechnologyPart Four: Commercial 'Diversity'?Section Introduction13. Delicia Harvey and Lance Strate: Image Culture and the Supermodel14. Robert M. Entman and Constance L. Book: Light Makes Right: Skin Colour and Racial Hierarchy in Televison Advertising15. Lauren Tucker: Talking Back to Calvin Klein: Youthful 'Targets' Confront their Commercial ImagePart Five: Politics, Citizenship, and FragmentationSection Introduction16. Joseph Turow: Segmenting, Signalling, and Tailoring: Probing the Dark Side of Target Marketing17. Robin Andersen: The Commercial Politics of the 1996 Presidential Election Campaign18. Margaret Cassidy: Commercial Media and Corporate Presence in the K-12 Classroom19. Paul Lippert: Commodity Fetishism: Symbolic Form, Social Class, and the Division of Knowledge in SocietyPart Six: Resisting PersuasionsSection Introduction20. Melissa Wall: KFC into India: A Case Study of Resistance to Globalization Discourse21. Norman Cowie: Media Literacy and the Commercialization of Culture22. Everett Parker: The Public Interest in the Twenty-first Century

Editorial Reviews

'... an extremely comprehensive and versatile presentation of the subject. ... must be highly praised for providing the reader with a very wide spectrum of critical approaches to media commercialism from a range of reputed scholars and practitioners in the area of media and communication.' TheInternational Journal of Media Management