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Könyv Scripted Affects, Branded Selves Gabriella Lukacs

Scripted Affects, Branded Selves

Television, Subjectivity, and Capitalism in 1990s Japan

Szerző: Gabriella Lukacs
Nyelv: Angol
Kötés: Puha kötésű
Kiadó: Duke University Press
Elérhetőség: Beszállítói készleten
Küldés 9-15 napon belül
13 839 Ft
In Scripted Affects, Branded Selves, Gabriella Lukacs analyzes the development of a new primetime se...

Információk a könyvről

Szerző
Gabriella Lukacs
Nyelv
Angol
Kötés
Könyv - Puha kötésű
Kiadva
2010
oldal
280
EAN
9780822348245
ISBN
0822348241
Enbook ID
04939239
Kiadó
Duke University Press
Súly
406
Méretek
155 x 226 x 18

Teljes leírás

In Scripted Affects, Branded Selves, Gabriella Lukacs analyzes the development of a new primetime serial called "trendy drama" as the Japanese television industry's ingenuous response to market fragmentation. Much like the HBO hit Sex and the City, trendy dramas feature well-heeled young sophisticates enjoying consumer-oriented lifestyles while managing their unruly love lives. Integrating a political economic analysis of television production with reception research, Lukacs suggests that the trendy drama marked a shift in the Japanese television industry from offering story-driven entertainment to producing lifestyle-oriented programming. She interprets the new televisual preoccupation with consumer trends not as a sign of the medium's downfall, but as a savvy strategy to appeal to viewers who increasingly demand entertainment that feels more personal than mass produced fare. After all, what the producers of trendy dramas realized in the late 1980s was that taste and lifestyle were sources of identification that could much more flexibly be manipulated to satisfy mass and niche demands than more conventional marketing criteria such as generation, ethnicity, or gender. Lukacs argues that by capitalizing on the semantic fluidity of the notion of lifestyle, commercial television networks were capable of uniting viewers into new affective alliances that, in turn, helped them bury anxieties over changing class relations in the wake of the prolonged economic recession.

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