The Export of Meaning: Cross-Cultural Readings of Dallas / Edition 1

Paperback (Print)
Buy Used
Buy Used from
(Save 41%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $2.87
Usually ships in 1-2 business days
(Save 90%)
Other sellers (Paperback)
  • All (16) from $2.87   
  • New (7) from $21.73   
  • Used (9) from $2.87   


Is there really a global village out there? It may be true that the whole world is watching Dallas and Dynasty, but is everyone seeing the same story? It is a fashionable worry among academics, critics and politicians that American hit programs are agents of cultural imperialism. Until now, however, nobody has known what message, if any, the viewer is actually getting and what critical capabilities he or she commands. In this book, Katz and Liebes analyze conversations about Dallas among groups of families and friends in six different sub-cultures in Israel (where the program was an all-time best-seller), in Japan (where it was rejected), and in the U.S. (the original target audience). The authors propose that there is a process of negotiation between these quintessentially American stories and what the viewers bring to them: their life experiences, the "texts" of their culture, and their expectations from the genre of family drama. A study of these negotiations leads to a typology of "readings" ranging from those that connect the characters with reality to those that find pleasure in the way the puzzle is put together. Concluding that television viewers possess considerably more critical ability than they are often given credit for, this fascinating study will interest a wide range of students and academics in communications, anthropology, literature, semiotics, sociology, and education.
Read More Show Less

Editorial Reviews

From the Publisher
'This is an important book that thoroughly deserves the attentionit will no doubt get from media scholars in many countries ... Theauthors ... deserve, above all, our admiration for making a majorcontribution to furthering our understanding not only of culturalimperialism but of the fundamental processes of media consumption.'Journal of Communication

'... A new edition of the provocative 1990 bookby veteran international communication scholar Elihu Katz and hiscolleague Tamar Liebes.' Media Information Australia

Read More Show Less

Product Details

  • ISBN-13: 9780745612959
  • Publisher: Wiley
  • Publication date: 1/14/1994
  • Edition number: 1
  • Pages: 200
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

Tamar Liebes is Lecturer in Communication at the HebrewUniversity of Jerusalem and was formerly a radio producer at theIsrael Broadcasting Authority.

Elihu Katz is Professor at the Annenburg School ofCommunication, University of Pennsylvania, Emeritus Professor ofSociology and Communication at the Hebrew University of Jerusalem,and Scientific Director of the Israel Institute of Applied SocialResearch.

Read More Show Less

Table of Contents

Introduction to the 1993 Edition.


1. On Viewing Dallas Overseas: Introduction to theStudy.

2. Reading Television: Television as Text and Viewers asDecoders.

3. The Research Design.

4. One Moroccan Group: A Transcipt and Commentary.

5. Cultural Differences in the Retelling of an Episode.

6. Mutual Aid in the Decoding of Dallas. .

7. Referential Reading.

8. Critical Reading.

9. Neither Here Nor There: Why Dallas Failed in Japan(with Sumiko Iwao).

10. Dallas and Genesis: Primordiality and Seriality inPopular Culture.

11. Dallas as an Educational Game.

Appendix One.

Appendix Two.

Appendix Three.



Name Index.

Subject Index.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)