Name: Radio Active: Advertising and Consumer Activism, 1935-1947 (en Inglés)
Price: 57770.00 CLP
Availability: InStock
Author: Kathy M. Newman
ISBN: 9780520235908

portada Radio Active: Advertising and Consumer Activism, 1935-1947 (en Inglés)

Formato

Libro Físico

Editorial

University Of California Press

Autor

Kathy M. Newman

Año

2004

Idioma

Inglés

N° páginas

250

Encuadernación

Tapa Blanda

ISBN

0520235908

ISBN13

9780520235908

N° edición

Categorías

Radio Active: Advertising and Consumer Activism, 1935-1947 (en Inglés)

Kathy M. Newman (Autor) · University Of California Press · Tapa Blanda

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Reseña del libro "Radio Active: Advertising and Consumer Activism, 1935-1947 (en Inglés)"

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.