Scripted Affects, Branded Selves - Television, Subjectivity, and Capitalism in 1990s Japan (Paperback)

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.

General

Imprint:	Duke University Press
Country of origin:	United States
Release date:	August 2010
First published:	August 2010
Authors:	Gabriella Lukacs
Dimensions:	229 x 156 x 17mm (L x W x T)
Format:	Paperback - Trade
Pages:	280
ISBN-13:	978-0-8223-4824-5
Categories:	Books > Arts & Architecture > Performing arts > Television Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > Radio & television industry Promotions
LSN:	0-8223-4824-1
Barcode:	9780822348245

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!