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Download Radio Active: Advertising and Consumer Activism, 1935-1947 epub

by Kathy M. Newman

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 reform―focusing on the failure of activists to win significant changes for commercial radio―Kathy 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 influence―and in some cases eliminate―radio 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.
Download Radio Active: Advertising and Consumer Activism, 1935-1947 epub
ISBN: 0520235908
ISBN13: 978-0520235908
Category: Other
Subcategory: Humanities
Author: Kathy M. Newman
Language: English
Publisher: University of California Press; First edition (May 17, 2004)
Pages: 250 pages
ePUB size: 1323 kb
FB2 size: 1167 kb
Rating: 4.6
Votes: 313
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