| FOREWORD Telling All the Stories | | xi | (6) |
| | | |
| Preface and Acknowledgments | | xvii | |
| CHAPTER ONE Television and the Environment: An Introduction |
| | 1 | (24) |
| | 2 | (2) |
| An Environment Endangered |
| | 4 | (2) |
| On the History of Commercial Culture |
| | 6 | (2) |
| | 8 | (3) |
| Commercial Culture and the Environment |
| | 11 | (1) |
| | 12 | (2) |
| | 14 | (2) |
| | 16 | (6) |
| Television in a Different World |
| | 22 | (1) |
| | 23 | (2) |
| CHAPTER TWO An Overview of Television Economics |
| | 25 | (28) |
| Television in a Changing World |
| | 25 | (3) |
| Economic Convergence: Megamergers and Synergy |
| | 28 | (3) |
| Technical Convergence: TV as Computer or Computer as TV? |
| | 31 | (1) |
| Technology and Television Economics |
| | 32 | (2) |
| The Products of the Television Industry? |
| | 34 | (1) |
| Paying for Television: Two Models |
| | 35 | (1) |
| The Advertising-Supported Model |
| | 35 | (3) |
| The Subscription-Supported Model |
| | 38 | (2) |
| A Third Model: Home Shopping Channels |
| | 40 | (1) |
| The ABC's of Television Economics |
| | 41 | (2) |
| The Economics of Television Deregulation |
| | 43 | (4) |
| Economics and the Issue of Public Access |
| | 47 | (1) |
| | 48 | (3) |
| | 51 | (1) |
| | 51 | (2) |
| CHAPTER THREE Advertisers and Their Audience |
| | 53 | (29) |
| The Development of American Advertising |
| | 53 | (3) |
| The Structure of the Advertising Industry |
| | 56 | (4) |
| Commercial Placement in a Prime-Time Network Show |
| | 60 | (1) |
| Audience--The Commodity Advertisers Buy |
| | 61 | (4) |
| Women as a Target Audience |
| | 65 | (3) |
| | 68 | (1) |
| Programs: Attracting the Audience |
| | 69 | (1) |
| Buying and Selling Television Programs |
| | 69 | (3) |
| The Special World of Television Sports Programming |
| | 72 | (1) |
| | 73 | (4) |
| Procter & Gamble: A Case Study of America's Top Advertiser |
| | 77 | (3) |
| | 80 | (2) |
| CHAPTER FOUR Signification, Discourse, and Ideology |
| | 82 | (26) |
| Signification: Making Meaning Contextually |
| | 84 | (2) |
| | 86 | (1) |
| Advertising and Conventions of the Commercial |
| | 87 | (1) |
| | 88 | (1) |
| | 88 | (4) |
| | 92 | (1) |
| Direct and Indirect Address |
| | 92 | (1) |
| | 93 | (1) |
| Digression: What's at Stake--Subjectivity and Discourse |
| | 94 | (1) |
| Analysis of Narrative Form |
| | 95 | (3) |
| | 98 | (2) |
| Subject/Discursive Positioning |
| | 100 | (2) |
| | 102 | (1) |
| | 103 | (2) |
| Intention and Determination |
| | 105 | (1) |
| | 106 | (1) |
| | 107 | (1) |
| CHAPTER FIVE Television Realisms |
| | 108 | (30) |
| Television Realism One: Narrative Fiction in Indirect Address |
| | 109 | (1) |
| Narrative Fiction: Conventions of Form |
| | 110 | (2) |
| Narrative Fiction: Conventions of Style |
| | 112 | (1) |
| Narrative and the Continuity Style |
| | 112 | (1) |
| The Continuity Style One: The 180(Degree) System |
| | 113 | (4) |
| The Continuity Style Two: Analytic Editing |
| | 117 | (1) |
| The Continuity Style Three: Shot/Reverse Shot and Eyeline Match |
| | 118 | (2) |
| The Continuity Style Four: Match on Action |
| | 120 | (1) |
| Television Realism Two: Nonfiction in Direct Address |
| | 121 | (2) |
| Television News: A Hierarchical Discourse |
| | 123 | (1) |
| The Anchor: Hierarchical Authority and Simulated Eye Contact |
| | 124 | (2) |
| Correspondents: Extensions of the Anchor |
| | 126 | (1) |
| Interviewees and the Rest of Us |
| | 127 | (3) |
| Declining Attention to News: A Crisis in Democratic Discourse |
| | 130 | (2) |
| Beyond Realisms: Freeways, Malls, Television, and the Net |
| | 132 | (1) |
| Beyond Realisms: Televisuality, Reflexivity, and Intertextuality |
| | 133 | (4) |
| | 137 | (1) |
| CHAPTER SIX The Flow of Commodities |
| | 138 | (31) |
| Flow and the Political Economy |
| | 152 | (4) |
| | 156 | (3) |
| | 159 | (2) |
| | 161 | (6) |
| | 167 | (2) |
| CHAPTER SEVEN From Consumers to Activitists |
| | 169 | (18) |
| Not Either/Or but Both/And |
| | 172 | (2) |
| | 174 | (2) |
| | 176 | (1) |
| Organizations and Publications |
| | 177 | (2) |
| Media Advocacy in the Public Interest |
| | 179 | (1) |
| | 180 | (1) |
| Video Production and Distribution |
| | 180 | (3) |
| Beyond Television and Media: Green Directions |
| | 183 | (1) |
| | 184 | (1) |
| | 185 | (2) |
| Notes | | 187 | (32) |
| Index | | 219 | |
