Newman, Kathy M
by Radio Active: Advertising and Consumer Activism, 1935-1947
- Used
- Paperback
- Condition
- See description
- ISBN 10
- 0520235908
- ISBN 13
- 9780520235908
- Seller
-
San Francisco, California, United States
Payment Methods Accepted
About This Item
Berkeley. 2004. University Of California Press. 1st Paperback Edition. Very Good in Wrappers. 0520235908. 250 pages. paperback. keywords: Media Radio Advertising Consumer Activism. FROM THE PUBLISHER - Radio Active tells the story of how radio listeners at the American mid-century were active in their listening practices. While cultural historians have seen this period as one of failed reformfocusing on the failure of activists to win significant changes for commercial radioKathy M. Newman argues that the 1930s witnessed the emergence of a symbiotic relationship between advertising and activism. Advertising helped to kindle the consumer activism of union members affiliated with the CIO, middle-class club women, and working-class housewives. Once provoked, these activists became determined to influenceand in some cases eliminateradio advertising. As one example of how radio consumption was an active rather than a passive process, Newman cites The Hucksters, Frederick Wakeman's 1946 radio spoof that skewered eccentric sponsors, neurotic account executives, and grating radio jingles. The book sold over 700,000 copies in its first six months and convinced broadcast executives that Americans were unhappy with radio advertising. The Hucksters left its mark on the radio age, showing that radio could inspire collective action and not just passive conformity. inventory #35189 ISBN: 0520235908.
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Details
- Bookseller
- Zeno's (US)
- Bookseller's Inventory #
- 35189
- Title
- Newman, Kathy M
- Author
- Radio Active: Advertising and Consumer Activism, 1935-1947
- Book Condition
- Used
- Binding
- Paperback
- ISBN 10
- 0520235908
- ISBN 13
- 9780520235908
- Publisher
- University of California Press
- This edition first published
- May 17, 2004
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About the Seller
Zeno's
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San Francisco, California
About Zeno's
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Glossary
Some terminology that may be used in this description includes:
- Wrappers
- The paper covering on the outside of a paperback. Also see the entry for pictorial wraps, color illustrated coverings for...