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The Sponsor : Notes on Modern Potentates - Erik Barnouw

The Sponsor

Notes on Modern Potentates

By: Erik Barnouw, Deirdre Boyle (Preface by)


Published: 1st November 2003
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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.

-I haven't read a more stimulating and enlightening book about television. My mind still burns under its influence.- --Bill Moyers -[The Sponsor] is the most incisive and well-written study to date of the economic structure and ideological impact of modern broadcasting.- --The Nation -The best critique of television since Newton Minow's AEwasteland' blast of the early 1960s.- --Library Journal

List of Illustrationsp. ix
Preface to the Transaction Editionp. xi
Acknowledgmentp. xvii
But First, This Message ...p. 3
Risep. 7
On the Eve of the Sponsorp. 9
The First 400p. 10
New Systemp. 14
Monopoly Gamesp. 20
Nationalp. 21
The Dispossessedp. 27
Uprisingp. 28
Two Worldsp. 32
Senator Trumanp. 37
Transitionp. 41
Qualmsp. 48
Changing the Guardp. 55
Going Publicp. 58
Demographicsp. 68
Do You Agree or Disagree ...?p. 74
Domainp. 77
The Inner Fortress--the "commercial"p. 79
The Outer Defenses--"entertainment"p. 101
The Satrapies--"public service"p. 123
Sphere of Influence--"culture"p. 149
Prospectp. 153
Problem: Successp. 155
The Medium and The Biospherep. 156
The New Liberationp. 159
Genie from the Tubep. 161
Jobs Wantedp. 169
The Circusesp. 171
Empiresp. 174
Fringe Mediump. 179
Notesp. 183
Indexp. 207
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780765805478
ISBN-10: 0765805472
Series: Classics in Communication and Mass Culture Series
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 236
Published: 1st November 2003
Publisher: Taylor & Francis Inc
Country of Publication: GB
Dimensions (cm): 22.9 x 15.2  x 1.3
Weight (kg): 0.44