The Republic of Mass Culture

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2005-11-29
  • Publisher: Johns Hopkins Univ Pr
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The new edition of James L. Baughman's successful book The Republic of Mass Culture examines the advent of television and the impact it had on the established mass media -- radio, film, newspapers, and magazines. When television captured the largest share of the mass audience by the late 1950s, rival media were forced to target smaller, sub-group markets with novel content: rock 'n' roll for teenage radio listeners in the 1950s, sexually explicit films that began to appear in the 1960s, and analytical newspaper reporting in the 1970s and 1980s. The growing popularity of cable TV posed new complications, especially for network television. The capacity of individual media industries to adapt not only determined their success or failure but also shaped the content of their products. Two new chapters examine media entrants like Fox News, technologies such as the internet, and increasing industry concentration. Baughman discusses significant changes in media economics and audience demand that are having profound effects on radio program formats, television news coverage, and the very existence of newspapers. Carefully drawing on interdisciplinary communication research, The Republic of Mass Culture presents a lively analysis of the shifting objectives and challenges of the media industries.

Author Biography

James L. Baughman is a professor of journalism and mass communication at the University of Wisconsin at Madison. His previous books include Henry R. Luce and the Rise of the American News Media (Johns Hopkins University Press, 2001).

Table of Contents

Series Editor's Foreword ix
Acknowledgments xi
Introduction xiii
The Voluntary Propagandists
Americans and Their Mass Media in 1945
Test Patterns: Television Comes to America, 1945--1955
The War for Attention: Responding to Television, 1947--1958
Evenings of Avoidance: Television in the 1960s
Competing for the Marginal: Television's Rivals, 1958--1970
Network Television Triumphant, 1970--1981
The Babel Builders: Television's Rivals, 1970--1990
The Perils and Possibilities of Cable Television, 1980--1992
Century's End, 1993--2005
Bibliographical Essay 257(28)
Index 285

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