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Scripted Affects, Branded Selves - Television, Subjectivity, and Capitalism in 1990s Japan (Paperback)
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Scripted Affects, Branded Selves - Television, Subjectivity, and Capitalism in 1990s Japan (Paperback)
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In "Scripted Affects, Branded Selves," Gabriella Lukacs analyzes
the development of a new primetime serial called "trendy drama" as
the Japanese television industry's ingenious 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 be manipulated to satisfy mass and niche demands more
easily than could conventional marketing criteria such as
generation 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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