Product placement is now an integral part of what is considered the highest-quality fiction programming on television. Throughout the history of television, until now, direct product placement within fiction has not been a significant marketing strategy. This broadcasting/marketing configuration marks a another definitive step in the history of the commercialization of television. This book is an exploration of the interconnections between media economics and communication discourse. The recessionary, highly competitive economic environment of the 1980s, which affected networks, independent broadcasting, and the media industry in general, has been widely noted in the business pages of the national press. But the dramatic effects on programming wrought by the financial strategies of this period are yet to be understood. Marketing factors account for the heightened emphasis on programming environment during the 1980s. But what are the full implications of the practice of audience marketing and the creation of appropriate programming environments?
Table of Contents
Introduction -- Advertising, Economics, and the Media -- The Producers and Consumers of Nikes and Other Products … -- Emotional Ties That Bind: Focus Groups, Psychoanalysis, and Consumer Culture -- Postmodern Theory and Consumer Culture -- Thirtysomething, Lifestyle Consumption, and Therapy -- The Television Talk Show: From Democratic Potential to Pseudotherapy -- Cops on the Night Beat -- Advertising and the Persian Gulf War -- Democratic Talk-Show Strategies and the Competing Narratives of the 1992 Presidential Election -- Conclusion: The Commercial Politics of Postmodern Television
Robin Andersen is associate professor of communication at Fordham University.