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Routledge The Sponsor: Notes on Modern Potentates (Classics in Communication and Mass Culture (Paperback))

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Price distribution over 63 days • 2 price levels

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53 days · current 10 days 0 13 27 40 53 £46 £47 Days at Price

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Most common price: £46 (53 days, 84.1%)

Price range: £46 - £47

Price levels: 2 different prices over 63 days

Description
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.

Key Features

Used Book in Good Condition

Product Specifications
Brand
Routledge
Format
paperback
ASIN
0765805472
Category
Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain
Amazon UK
Release Date
30 November 2003
Listed Since
23 December 2006

Barcode

No barcode data available

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