Radio Active: Advertising and Consumer Activism, 1935-1947 / Edition 1

Radio Active: Advertising and Consumer Activism, 1935-1947 / Edition 1

by Kathleen M. Newman
     
 

Radio Active argues that radio advertising in the 1930s and 1940s created a culture of "radio activity"--a new form of consumer activism--provoking union workers, middle-class club women, and working-class housewives to buy things, to boycott, and to make their influence felt in this mass medium. See more details below

Overview

Radio Active argues that radio advertising in the 1930s and 1940s created a culture of "radio activity"--a new form of consumer activism--provoking union workers, middle-class club women, and working-class housewives to buy things, to boycott, and to make their influence felt in this mass medium.

Product Details

ISBN-13:
9780520235908
Publisher:
University of California Press
Publication date:
05/17/2004
Edition description:
New Edition
Pages:
250
Product dimensions:
6.00(w) x 9.00(h) x 0.50(d)

Table of Contents

List of tables
Acknowledgments
troduction : the dialectic between advertising and activism1
1The psychology of radio advertising : audience intellectuals and the resentment of radio commercials17
2"Poisons, potions, and profits" : radio activists and the origins of the consumer movement52
3The consumer revolt of "Mr. average man" : Boake Carter and the CIO boycott of Philco Radio81
4Washboard weepers : women writers, women listeners, and the debate over soap operas109
5"I won't buy you anything but love, baby" : NBC, Donald Montgomery, and the postwar consumer revolt139
Conclusion : high-class hucksters : the rise and fall of a radio republic166
Notes193
Bibliography213
Index229

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