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The Sponsor: Notes on Modern Potentates (Classics in Communication and Mass Culture) Paperback – November 1, 2003

ISBN-13: 978-0765805478 ISBN-10: 0765805472

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Product Details

  • Series: Classics in Communication and Mass Culture
  • Paperback: 236 pages
  • Publisher: Transaction Publishers (November 1, 2003)
  • Language: English
  • ISBN-10: 0765805472
  • ISBN-13: 978-0765805478
  • Product Dimensions: 8.3 x 6.6 x 0.6 inches
  • Shipping Weight: 11.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,135,776 in Books (See Top 100 in Books)
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Editorial Reviews

Review

"I haven't read a more stimulating and enlightening book about television. My mind still burns under its influence."

—Bill Moyers

"[The Sponsor] is the most incisive and well-written study to date of the economic structure and ideological impact of modern broadcasting."

The Nation

"The best critique of television since Newton Minow's æwasteland' blast of the early 1960s."

Library Journal

About the Author

Erik Barnouw (1908-2001) was professor of dramatic arts at Columbia University, and in 1978 was named chief of the Library of Congress's Motion Picture, Broadcasting and Recorded Sound Division. Among his many books are Documentary: A History of the Non-Fiction Film and the award-winning three-volume History of Broadcasting in the United States.



Deirdre Boyle is core faculty in the Graduate Media Studies Program at New School University. A video historian, media critic, consultant, and psychotherapist, she is the author of Subject to Change: Guerilla Television Revisited.

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1 of 1 people found the following review helpful By Dr. W. G. Covington, Jr. on September 15, 2007
Format: Hardcover
Chronologically the beginning is a good place to start and Barnouw starts with KDKA, Pittsburgh, the nation's first radio station. From this point the entire telecommunications system branched out, grew, made moderations and exploded into the information age.

Tidbits on what were important issues of the time are humorous in retrospect. For example, at WEAF in New York there was discussion on whether something so personal as toothpaste should be advertised over the public airwaves. Critics such as Edgar Felix argued that "direct advertis(ing)" itself was resented by the public. As commercialization increased, the behind-the-scenes decision makers gained more control over the system. "Many programs were advertising agency creations, designed to fulfill specific sponsor objectives," Barnouw tells us.

PSAs (Public Service Announcements) followed campaigns designed to support the military in World War II. As the decades rolled on and power was concentrated in the networks, the U.S. Department of Justice filed an antitrust suit against the ABC, CBS, and NBC which charged them with monopolizing prime time entertainment. Television news began as 15 minute segments and was expanded to 30 minutes in 1963.

This book is informative and well-written. It explains how the foundations of the modern information society came about.
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By Michelle Bang on September 11, 2014
Format: Paperback
I love the selection of books here on Amazon. It makes getting textbooks not only cheaper but quick too! I love a good deal and beating the rush of a new quarter and the bookstore is frantic or is short with what I need.

Needed this for my Communications class and it's what I needed for a great price.
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2 of 5 people found the following review helpful By KS on May 15, 2000
Format: Paperback
Really an excellent book. Traces the history of electronic communication (radio & TV)and with it the development of "This show is brought to you by.........."
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