Table of Contents
Part One: Human Need and the Commercial ImperativeSection Introduction1. Advertising at the Edge of the Apocalypse, Sut Jhally2. American Advertising, Marshall McLuhan3. The Media Ecology of the Free Market, Neil PostmanPart Two: Conglomeration, Synergy and Global MediaSection Introduction4. The Global Media Giants, Robert McChesney5. Global Ethics in the Age of Behemoths, Anthony Smith6. Sold American: US News Consultants and News Issues Abroad, Craig Allen7. From Flick to Flack: The Increased Emphasis on Marketing by Media Entertainment Corporations, Matthew McAllisterPart Three: Advertising and CultureSection Introduction8. US voices on UK Radio, Nancy Morris9. Intoxicating Consumptions: The Case of Beer Commercials, Lance Strate10. Road to Ruin: The Cultural Mythology of SUV's, Robin Andersen11. Starbucks Coffee: Cultivating and Selling the Postmodern Brew, Katherine Fry12. Scalable Hype: Old Persuasions for New Technology, Dan WeisbergPart Four: Commercial 'Diversity'?Section Introduction13. Image Culture and the Supermodel, Delicia Harvey and Lance Strate14. Light Makes Right: Skin Colour and Racial Hierarchy in Televison Advertising, Robert M. Entman and Constance L. Book15. Talking Back to Calvin Klein: Youthful 'Targets' Confront their Commercial Image, Lauren TuckerPart Five: Politics, Citizenship, and FragmentationSection Introduction16. Segmenting, Signalling, and Tailoring: Probing the Dark Side of Target Marketing, Joseph Turow17. The Commercial Politics of the 1996 Presidential Election Campaign, Robin Andersen18. Commercial Media and Corporate Presence in the K-12 Classroom, Margaret Cassidy19. Commodity Fetishism: Symbolic Form, Social Class, and the Division of Knowledge in Society, Paul LippertPart Six: Resisting PersuasionsSection Introduction20. KFC into India: A Case Study of Resistance to Globalization Discourse, Melissa Wall21. Media Literacy and the Commercialization of Culture, Norman Cowie22. The Public Interest in the Twenty-first Century, Everett Parker
