The sponsor
Subtitle: notes on modern potentates
By: Erik Barnouw ; with a new preface by Deirdre Boyle.
Series: Classics in communication and mass culture series
Publisher: Transaction Publishers
Published: 2004
Place of publication: New Brunswick, N.J
Language: eng
Number of pages: 220
Subjects: Television advertising -- United States.; Television programs -- United States.; Television broadcasting -- Social aspects -- United States.
Description: "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."--Jacket.
Notes: Includes bibliographical references and index.