Commercial Culture: The Media System and the Public Interest
Oxford University Press, 1995 - Počet stran: 384
American mass media are the world's most diverse, rich and free. But their dazzling resources, variety, and influence cannot be rated by the envy they arouse in other countries. Their failures are commonly excused on the grounds that they are creatures of the market, that they give people what
they want. This book focusses not on the glories of the media, but on what is wrong with them and why, and how they may be made better. This powerful critique of American mass communications highlights four trends that together sound an urgent call for reform: the blurring of distinctions among
traditional media and between individual and mass communication; the increasing concentration of media control in a disturbingly small number of powerful organizations; the shift from advertisers to consumers as the source of media revenues; and the growing confusion of information and
entertainment, of the real and the imaginary. The future direction of the media, Bogart contends, should not be left to market forces alone. He shows how the public's appetite for media differs from other demands the market is left to satisfy because of how profoundly the media shapes the public's
character and values. In conclusion, Bogart asserts that a world of new communications technology requires a coherent national media policy, respectful of the American tradition of free expression and subject to vigorous public scrutiny and debate.
Commercial Culture is the most comprehensive analysis of the media as they evolve in a technological age. It will be of great appeal to general readers interested in mass communications, as well as professionals and scholars studying American mass media.
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What Are The Media?
The Media System
The Presence of Advertising
Paying the Piper Calling the Tune
Advertising by the Numbers
The Pursuit of Sensation
The News as Entertainment
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A.C. Nielsen advertising Advertising Age agency American Arbitron artists audience budget cable systems cable television channels character Columbia Journalism Review commercial culture communication companies competition consumer corporate cost create creative critical daily demand drama economic editorial effects entertainment experience expression fiction film Hollywood human individual industry interest interview journalism journalists judgment Lawrence Levine less lives magazines mass media media content media system medium messages million motion picture multimedia newscasts newspapers Norman Lear operate organizations paper political popular president produce professional profit promotion publishing radio ratings readers reality record reported represent Rupert Murdoch share soap operas social society spend stations story studios talent taste television commercials television programs theater tion tycoons Viacom videocassettes viewers violence Warner watch York