The Sponsor: Notes on Modern Potentates / Edition 1

The Sponsor: Notes on Modern Potentates / Edition 1

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Taylor & Francis
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The Sponsor: Notes on Modern Potentates / Edition 1

The television sponsor has become semi-mythical. He is remote and unseen,
but omnipresent. Dramas, football games, and press conferences pause for a "word" from him. He "makes possible" concerts and public affairs broadcasts. His "underwriting grants" brings the viewer music festivals and classic films. Interviews with visiting statesmen are interrupted for him, to continue "in a moment."
Sponsorship is basic to American television. Even noncommercial television looks to it for survival. A vast industry has grown up around the needs and wishes of sponsors. Television's program formulas, business practices, and ratings have all evolved in ways to satisfy sponsor requirements. Indeed, he has become a potentate of our time.
The Sponsor is divided into three parts. In "Rise," Barnouw sketches the rise of the sponsor, in both radio and television, to his present state of eminence. In "Domain," the sponsor's pervasive impact on television programming is examined, with an emphasis on network television, the primary arena of the industry. And in "Prospect," Barnouw assesses what such dominance has meant for American society, mores, and institutions-
and what it may mean for our future. This is a gripping volume about power,
how it not only influences programming itself, but how it defines for the average person what is good, great, and desirable.

Product Details

ISBN-13: 9780765805478
Publisher: Taylor & Francis
Publication date: 11/30/2003
Series: Classics in Communication and Mass Culture Series
Edition description: New Edition
Pages: 236
Product dimensions: 6.00(w) x 9.00(h) x 0.55(d)

Table of Contents

List of Illustrationsix
Preface to the Transaction Editionxi
But First, This Message ...3
Part 1Rise7
1On the Eve of the Sponsor9
2The First 40010
3New System14
4Monopoly Games20
6The Dispossessed27
8Two Worlds32
9Senator Truman37
12Changing the Guard55
13Going Public58
15Do You Agree or Disagree ...?74
Part 2Domain77
1The Inner Fortress--the "commercial"79
2The Outer Defenses--"entertainment"101
3The Satrapies--"public service"123
4Sphere of Influence--"culture"149
Part 3Prospect153
1Problem: Success155
2The Medium and The Biosphere156
3The New Liberation159
4Genie from the Tube161
5Jobs Wanted169
6The Circuses171
8Fringe Medium179

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