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Tables of Contents for Commercial Culture
Chapter/Section Title
Page #
Page Count
Preface to the Transaction Edition
xi
Acknowledgments
xxvii
Introduction
3
12
I. Fundamentals
What Are ``The Media?''
15
18
The Notion of ``Media''
15
2
Information and Entertainment
17
3
Media as Pastime
20
2
Why Media Unify and Differentiate
22
2
Literacy, Leisure, and the Origins of the Media System
24
3
Packaging Ongoing and One-Shot Media
27
6
The Media System
33
32
How Media Interpenetrate
34
6
Competition and the Media System
40
1
The Growth of Multimedia Enterprise
40
5
The Concentration of Media Power
45
4
Globalization
49
2
Synergy, Software, and Conflicts of Interest
51
3
The Changed Goals of Media Management
54
2
Pressures for Profit: The Book Business
56
2
Newspaper Chains
58
2
The Marxist Explanation
60
5
II. Advertising as the Driving Force
The Presence of Advertising
65
28
Media and the Culture of Consumption
65
3
Advertising as a Component of Commercial Culture
68
2
Only in America?
70
4
Historical Origins
74
2
Messages, Messages
76
2
Lies, Damned Lies, and Advertising Claims
78
2
The Varieties of Advertising
80
2
The Content of Television Commercials
82
4
Politics, Media, Advertising
86
4
Advertising and National Values
90
3
Paying the Piper, Calling the Tune
93
29
Corrupting the News
94
5
Content and Advertiser Sensitivities
99
2
Vigilantes, Boycotts, Self-Censorship
101
2
Sponsorship
103
2
Sponsors and Soap Operas
105
2
Televised Sports
107
1
Producing Media Content to Serve Advertisers
108
3
Target Marketing
111
4
Advertising and Media Survival
115
2
Advertising Dominance and Newspaper Survival
117
5
Advertising by the Numbers
122
21
Managing the Advertising Function
122
4
Scientism and the Concentration of Advertising Power
126
3
Evaluating Advertising Performance
129
1
Research and the Computer
130
3
Research as an Instrument of Power
133
2
The Problem with Surveys
135
2
The Tyranny of Audience Measurement
137
2
Beyond Statistics
139
4
III. Flaws and Failures of Commercial Culture
The Pursuit of Sensation
143
31
Innocent--and Not-So-Innocent--Pleasures
143
4
Are Sales the Measure of Success?
147
1
What is Good, True, or Beautiful?
148
2
One Culture, Two, or More?
150
2
Changing Standards
152
1
Film in the Age of Television
153
3
Exploiting Eroticism
156
2
The Fictional World of Television
158
2
The Appeal of Violence
160
3
Media Experience and Media Substance
163
3
Media as Change Agents
166
3
Measuring TV's Effects
169
5
The News as Entertainment
174
29
Information-Rich But Ignorant
175
1
Defining the News
176
3
Is the News a Bore?
179
4
Television as Intruder
183
2
The Newscaster as Celebrity
185
2
Politics as TV Spectacle
187
2
Faked News and Docudrama
189
2
The Unreality of ``Reality Television''
191
5
The Unique Functions of Newspapers
196
2
The Need for Press Competition
198
5
Believing in the Make-Believe
203
18
Fictions and Facts
204
1
Reconstructing Reality
205
1
Words Spoken and Written
206
4
History as Fiction
210
2
Journalism and Literature
212
2
Pictures Do Not Lie?
214
7
IV. Dynamics of Commercial Culture
The Manufacture of Taste
221
26
The Appeal of the Familiar
221
3
The Churning Audience
224
1
Distributing and Promoting
225
4
Music and Musical Taste
229
2
Cynicism and Profit
231
3
The Taste-Molders
234
1
Rationalization
235
4
Selling Out
239
8
Managing Commercial Culture
247
19
Media Entrepreneurship
248
4
Switching Careers and Switching Values
252
1
Media Tycoons
253
4
The Media Habits of Media Executives
257
5
The Public Interest
262
4
Media Support and Media Substance
266
21
Advertising's Dwindling Share
266
2
Advertisers' Choices--and the Public's
268
2
What If There Were No Advertising Support?
270
2
Ad-Supported Media and Others
272
2
Fiction as Part of Everyday Life
274
6
The Changed Economics of Television
280
3
Spectrum Scarcity and the Problem of Choice
283
4
V. Is There a Better Way?
Reform, Restructure, or Leave It Be?
287
38
Professionalism and Media Practice
288
2
The Need for Media Criticism
290
4
Should Choice Be Restricted?
294
1
Government and Culture
295
3
Political Power and Media Power
298
3
Pressures on Public Broadcasting
301
3
Toward a National Media Policy
304
4
Media and the Sherman Act
308
2
The Politics of Telecommunications Policy
310
6
Media Content and Media Policy
316
2
Putting Media Issues on the National Agenda
318
7
Appendix: A Note on the Measurement of Expenditures on Media
325
3
Notes
328
43
Index
371