This book examines the commercial speech of advertising as a cultural phenomenon whose social significance far exceeds its economic influence. Jhally argues that by selling viewing time to advertisers, television converts audiences into laborers who "work" for the media in the same way that workers do in a factory. By watching commercial messages on TV, viewers actively create symbolic meaning, but also generate profit for the media in return for the wage of entertainment.
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"presents a detailed analysis of the specific political economy of the commercial, examining the way that, during advertising time on television, meaning is not only being generated in the relation between people and commercial messages, but is framed by the valorization of that watching activity." -- Journal of Economic Literature
About the Author
Sut Jhally teaches at the University of Massachusetts at Amherst.
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First Sentence:
It could be argued that advertising is the most influential institution of socialisation in modern society: it structures mass media content; it seems to play a key role in the construction of gender identity; it impacts upon the relation of children and parents in terms of the mediation and creation of needs; it dominates strategy in political campaigns; recently it has emerged as a powerful voice in the arena of public policy issues concerning energy and regulation; it controls some of our most important cultural institutions such as sports and popular music; and it has itself in recent years become a favourite topic of everyday conversation. Read the first page Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Raymond Williams, Erik Barnouw, Bill Livant, Stuart Ewen, Jerry Mander, Marie Winn New!
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It could be argued that advertising is the most influential institution of socialisation in modern society: it structures mass media content; it seems to play a key role in the construction of gender identity; it impacts upon the relation of children and parents in terms of the mediation and creation of needs; it dominates strategy in political campaigns; recently it has emerged as a powerful voice in the arena of public policy issues concerning energy and regulation; it controls some of our most important cultural institutions such as sports and popular music; and it has itself in recent years become a favourite topic of everyday conversation. Read the first page Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Raymond Williams, Erik Barnouw, Bill Livant, Stuart Ewen, Jerry Mander, Marie Winn New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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This book cites 83
books:
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96
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- Social Communication in Advertising: Consumption in the Mediated Marketplace by William Leiss in Front Matter (1), Front Matter (2), and Back Matter
- The World of Goods by Mary Douglas on page 6, and Back Matter
- Limits to Satisfaction: An Essay on the Problem of Needs and Commodities by William Leiss on page 19, and Back Matter
- Social Limits to Growth (Twentieth Century Fund Study) by Fred Hirsch on page 17, and Back Matter
- The Spectacle of Accumulation by Sut Jhally in Back Matter (1), and Back Matter (2)
See all 83 books this book cites
- Making Pictures in Our Heads: Government Advertising in Canada (Praeger Studies in Political Communication) by Jonathan Rose on 5 pages
- Cultural Politics in Contemporary America by Ian Angus on 4 pages
- Jean Baudrillard: From Marxism to Postmodernism and Beyond (Key Contemporary Thinkers) by Douglas Kellner in Back Matter (1), Back Matter (2), and Back Matter (3)
- Lifebuoy Men, Lux Women: Commodification, Consumption, and Cleanliness in Modern Zimbabwe (Body, Commodity, Text) by Timothy Burke in Back Matter (1), Back Matter (2), and Back Matter (3)
- Critical Studies in Media Commercialism by Robin Andersen on page 39, page 121, and Back Matter
See all 96 books citing this book
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