The Export of Meaning
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The Export of Meaning : Cross-Cultural Readings of Dallas

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Description

In the new paperback edition of this classic text, Liebes and Katz examine how television viewers around the world respond differently to popular television programmes, particularly
Dallas. Analszing conversations among viewers in Israel, Japan and the U. S., they show that viewers possess a good deal more critical ability than they are commonly given credit for.
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Product details

  • Paperback | 200 pages
  • 158 x 230 x 11mm | 306g
  • Oxford, United Kingdom
  • English
  • 2nd Revised ed.
  • 0745612954
  • 9780745612959
  • 1,627,845

Back cover copy

Is there really a global village out there? It may be true that thewhole world watches Dallas and Dynasty, but iseveryone seeing the same story? It is a fashionable worry amongacademics, critics and politicians that American hit programmes areagents of cultural imperialism. But nobody knows what message, ifany, the viewers are actually getting and what criticalcapabilities they command.


In this path-breaking book, now available in paperback, Liebesand Katz analyse conversations about Dallas among groups offamilies and friends in different sub-cultures: in Israel (wherethe programme was an all-time best-seller), in Japan (where it wasrejected), and in the US (the original target audience). Theauthors propose that there is a process of negotiation betweenthese quintessentially American stories and what the viewers bringto them: their life experiences, the 'texts' of theirculture, and their expectations from the genres of family drama.Through a detailed study of how individuals in different contextsinterpret popular TV fiction, Liebes and Katz show that viewerspossess a good deal more critical ability than they are commonlygiven credit for.


The Export of Meaning has already established itself as aclassic text in media studies, cultural studies and communications.The paperback edition, which includes a new Introduction by theauthors, will be widely recommended to students.
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Table of contents

Introduction to the 1993 Edition.
Preface.
1. On Viewing Dallas Overseas: Introduction to the Study.
2. Reading Television: Television as Text and Viewers as Decoders.
3. The Research Design.
4. One Moroccan Group: A Transcipt and Commentary.
5. Cultural Differences in the Retelling of an Episode.
6. Mutual Aid in the Decoding of Dallas. .
7. Referential Reading.
8. Critical Reading.
9. Neither Here Nor There: Why Dallas Failed in Japan (with Sumiko Iwao).
10. Dallas and Genesis: Primordiality and Seriality in Popular Culture.
11. Dallas as an Educational Game.
Appendix One.
Appendix Two.
Appendix Three.
Notes.
References.
Name Index.
Subject Index.
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Review quote

'This is an important book that thoroughly deserves the attention it will no doubt get from media scholars in many countries ... The authors ... deserve, above all, our admiration for making a major contribution to furthering our understanding not only of cultural imperialism but of the fundamental processes of media consumption.' Journal of Communication '... A new edition of the provocative 1990 book by veteran international communication scholar Elihu Katz and his colleague Tamar Liebes.' Media Information Australia
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About Tamar Liebes

Tamar Liebes is Lecturer in Communication at the Hebrew University of Jerusalem and was formerly a radio producer at the Israel Broadcasting Authority.
Elihu Katz is Professor at the Annenburg School of Communication, University of Pennsylvania, Emeritus Professor of Sociology and Communication at the Hebrew University of Jerusalem, and Scientific Director of the Israel Institute of Applied Social Research.
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