Visit the Higher Education Gateway
Inspection Copy requests: Contact your local Rep
Readership: Undergraduates studying courses in Communications, Media, and Cultural Studies.
Edited by Robin Andersen, Associate Professor in the Department of Communication and Media Studies, Fordham University, and Lance Strate, Associate Professor and Chair, Department of Communication and Media Studies, Fordham University
"'... 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.' The International Journal of Media Management"
Part One: Human Need and the Commercial Imperative Section Introduction 1: Sut Jhally: Advertising at the Edge of the Apocalypse 2: Marshall McLuhan: American Advertising 3: Neil Postman: The Media Ecology of the Free Market Part Two: Conglomeration, Synergy and Global Media Section Introduction 4: Robert McChesney: The Global Media Giants 5: Anthony Smith: Global Ethics in the Age of Behemoths 6: Craig Allen: Sold American: US News Consultants and News Issues Abroad 7: Matthew McAllister: From Flick to Flack: The Increased Emphasis on Marketing by Media Entertainment Corporations Part Three: Advertising and Culture Section Introduction 8: Nancy Morris: US voices on UK Radio 9: Lance Strate: Intoxicating Consumptions: The Case of Beer Commercials 10: Robin Andersen: Road to Ruin: The Cultural Mythology of SUV's 11: Katherine Fry: Starbucks Coffee: Cultivating and Selling the Postmodern Brew 12: Dan Weisberg: Scalable Hype: Old Persuasions for New Technology Part Four: Commercial 'Diversity'? Section Introduction 13: Delicia Harvey and Lance Strate: Image Culture and the Supermodel 14: Robert M. Entman and Constance L. Book: Light Makes Right: Skin Colour and Racial Hierarchy in Televison Advertising 15: Lauren Tucker: Talking Back to Calvin Klein: Youthful 'Targets' Confront their Commercial Image Part Five: Politics, Citizenship, and Fragmentation Section Introduction 16: Joseph Turow: Segmenting, Signalling, and Tailoring: Probing the Dark Side of Target Marketing 17: Robin Andersen: The Commercial Politics of the 1996 Presidential Election Campaign 18: Margaret Cassidy: Commercial Media and Corporate Presence in the K-12 Classroom 19: Paul Lippert: Commodity Fetishism: Symbolic Form, Social Class, and the Division of Knowledge in Society Part Six: Resisting Persuasions Section Introduction 20: Melissa Wall: KFC into India: A Case Study of Resistance to Globalization Discourse 21: Norman Cowie: Media Literacy and the Commercialization of Culture 22: Everett Parker: The Public Interest in the Twenty-first Century
