Such insidious connections are standard fare. Although her generally materialist analysis overlooks the spiritual dimensions of culture, Anderson suggests that the 'lack of resources and of meaningful mental health care has left a void in American life. And many people have no means of learning the discursive and emotional strategies necessary to achieve emotional and personal fulfillment. It is no wonder that, given the great need for psychological assistance but with so few providers of those services to the general public, the media in the 1980s became the main forum for expressing such needs. And so products become therapy pills.
Subsequent chapters cover specific instances of programming content geared toward selling products.
Not satisfied to simply interrupt programmes with advertising spots, sponsors sought ways to weave products into plot lines. A vast middle-man industry has emerged that previews television scripts for potential product references, and solicits advertisers to pay for having their products featured. When a TV star drinks a particular brand of soda, or munches on a certain kind of cereal, this is no accident. Each product appearing in a programme is there because of sophisticated negotiations and careful planning. While junk food and trendy items turn up in sitcoms, the scripts for dramatic programmes frequently sell hi-tech products, such as cellular phones and automobiles.