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Radio active : advertising and consumer activism, 1935-1947 /
"Radio Active tells the story of how radio listeners at the American mid-century were active in their listening practices. While cultural historians have seen this period as one of failed reform--focusing on the failure of activists to win significant changes for commercial radio--Kathy M. Newm...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Berkeley :
University of California Press,
[2004]
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | "Radio Active tells the story of how radio listeners at the American mid-century were active in their listening practices. While cultural historians have seen this period as one of failed reform--focusing on the failure of activists to win significant changes for commercial radio--Kathy M. Newman argues that the 1930s witnessed the emergence of a symbiotic relationship between advertising and activism. Advertising helped to kindle the consumer activism of union members affiliated with the CIO, middle-class club women, and working-class housewives. Once provoked, these activists became determined to influence--and in some cases eliminate--radio advertising. As one example of how radio consumption was an active rather than a passive process, Newman cites The Hucksters, Frederick Wakeman's 1946 radio spoof that skewered eccentric sponsors, neurotic account executives, and grating radio jingles. The book sold over 700,000 copies in its first six months and convinced broadcast executives that Americans were unhappy with radio advertising. The Hucksters left its mark on the radio age, showing that radio could inspire collective action and not just passive conformity."--Provided by publisher. |
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| Descripción Física: | 1 online resource (xiii, 237 pages) |
| Bibliografía: | Includes bibliographical references (pages 193-227) and index. |
| ISBN: | 9780520936751 0520936752 1417522771 9781417522774 9780520223721 0520223721 9780520235908 0520235908 |