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Preface=xiii

PART I. A CULTURAL STUDIES APPROACH TO GENDER, RACE, AND CLASS IN MEDIA/Media Theory

1. Cultural Studies, Multiculturalism, and Media Culture/Douglas Kellner=9

2. The New Media Giants:Changing Industry Structure/David Croteau;William Hoynes=21

3. The Meaning of Memory:Family, Class, and Ethnicity in Early Network Television/George Lipsitz=40

4. Naked Capitalists/Frank Rich=48

5. Hegemony/James Lull=61

6. Women Read the Romance:The Interaction of Text and Context/Janice A. Radway=67

7. Black Sitcom Portrayals:Gender, Race, and Class/Robin R. Means Coleman=79

8. The Whites of Their Eyes:Racist Ideologies and the Media/Stuart Hall=89

9. Hetero Barbie?/Mary F. Rogers=94

10. Popular Culture and Queer Representation:A Critical Perspective/Diane Raymond=98

11. White Negroes/Jan Nederveen Pieterse=111

12. Inventing the Cosmo Girl:Class Identity and Girl-Style American Dreams/Laurie Ouellette=116

13. Living Single and the "Fight for Mr. Right":Latifah Don't Play/Kristal Brent Zook=129

14. Who(se) Am I? The Identity and Image of Women in Hip-Hop/Imani Perry=136

15. Queer 'n' Asian on-and off-the Net:The Role of Cyberspace in Queer Taiwan and Korea/Chris Berry;Fran Martin=149

PART II. MARKETING A CONSUMER CULTURE

16. Space Jam:Media Conglomerates Build the Entertainment City/susan G. Davis=159

17. Kids for Sale:Corporate Culture and the Challenge of Public Schooling/Henry A. Giroux=171

18. The Greatest Story Ever Sold:Marketing and the O.J.Simpson Trial/George Lipsitz=176

19. The New Politics of Consumption:Why Americans Want So Much More Than They Need/Juliet Schor=183

20. Nike, Social Responsibility, and the Hidden Abode of Production/Carol A. Stabile=196

21. "You've Never Had a Friend Like Me":Target Marketing Disney to a Gay Community/Sean Griffin=204

22. Advertising and the Political Economy of Lesbian/Gay Identity/Fred Fejes=212

23. Sex, Lies and Advertising/Gloria Steinem=223

24. In Spite of Women:Esquire Magazine and the Construction of the Male Consumer/Kenon Breazeale=230

PART III. ADVERTISING AND IDENTITIES

25. Image-Based Culture:Advertising and Popular Culture/Sut Jhally=249

26. "The More You Subtract, the More You Add":Cutting Girls Down to Size/Jean Kilbourne=258

27. Cosmetics:A Clinique Case Study/Pat Kirkham;Alex Weller=268

28. "Con-fusing" Exotica:Producing India in U.S. Advertising/Sanjukta Ghosh=274

29. Advertising and People of Color/Clint C. Wilson II;Feacutelix Gutieacuterrez=283

30. Current Perspectives on Advertising Images of Disability/Beth A. Haller;Sue Ralph=293

31. Selling Sexual Subjectivities:Audiences Respond to Gay Window Advertising/Katherine Sender=302

32. Gender and Hegemony in Fashion Magazines:Women's Interpretations of Fashion Photographs/Diana Crane=314

PART IV. THE VIOLENCE DEBATES

33. Television Violence:At a Time of Turmoil and Terror/George Gerbner=339

34. Advertising and the Construction of Violent White Masculinity:From Eminem to Clinque for Men/Jackson Katz=349

35. The Mighty Morphin Power Rangers:Teachers Voice Concern/Diane E. Levin;Nancy Carlsson-Paige=359

36. Lay Theories of Media Effects:Power Rangers at Pre-school/Ellen Seiter=367

37. Lessons From Littleton:What Congress Doesn't Want to Hear About Youth and Media/Hemry Jenkins=385

38. Hidden Politics:Discursive and Institutional Policing of Rap Music/Tricia Rose=396

39. The Pornography Debates:Beyond Cause and Effect/Karen Boyle=406

40. Pornography and the Limits of Experimental Research/Robert Jensen=417

41. Mass Market Romance:Pornography for Woman Is Different/Ann Barr Snitow=424

42. Everyday Pornography/Jane Caputi=434

43. King Kong and the White Woman:Hustler Magazine and the Demonization of Black Masculinity/Gail Dines=451

PART V. TV BY DAY

44. Gendered Television:Femininity/John Fiske=469

45. Daze of Our Lives:The Soap Opera as Feminine Text/Deborah D. Rogers=476

46. Women Watching Together:An Ethnographic Study of Korean Soap Opera Fans in the United States/Minu Lee;Chong Heup Cho=482

47. "I Think of Them as Friends":Interpersonal Relationships in the Online Community/Nancy K. Baym=488

48. "No Politics Here":Age and Gender in Soap Opera "Cyberfandom"/Christine Scodari=497

49. Consuming Pleasures:Active Audiences and Soap Opera/Jennifer Hayward=507

50. Cathartic Confessions or Emancipatory Texts? Rape Narratives on The Oprah Winfrey Show/Sujata Moorti=522

51. The Mediated Talking Cure:Therapeutic Framing of Autobiography in TV Talk Shows/Janice Peck=534

52. The Case Against Sleaze TV/Jo Tavener=548

53. Sitting Ducks and Forbidden Fruits/Joshua Gamson=553

PART VI. TV BY NIGHT

54. Ralph, Fred, Archie, and Homer:Why Television Keeps Re-creating the White Male Working-Class Buffoon/Richard Butsch=575

55. The Fox Network and the Revolution in Black Television/Kristal Brent Zook=586

56. Representing Gay Men on American Television/Kylo-Patrick R. Hart=597

57. What's Wrong With This Picture? The Politics of Ellen's Coming Out Party/Susan J. Hubert=608

58. Once in a Lifetime:Constructing "The Working Woman" Through Cable Narrowcasting/Jackie Byars;Eileen R. Meehan=613

59. In Their Prime:Women in Nighttime Drama/Karen Lidsey=625

60. Workplace Dramas, Ensemble Casts, 1990s Style/Donald Bogle=633

61. This Is for Fighting, This Is for Fun:Camerawork and Gunplay in Reality-Based Crime Shows/Fred Turner=642

62. Here Comes the Judge:The Dancing Itos and the Televisual Construction of the Enemy Asian Male/Brian Locke=651

63. Ling Woo in Historical Context:The New Face of Asian American Stereotypes on Television/Chyng Feng Sun=656

64. Jewish Women on Television:Too Jewish or Not Enough?/Joyce Antler=665

PART VII. THE INTERNET

65. The Titanic Sails On:Why the Internet Won't Sink the Media Giants/Robert McChesney=677

66. "Where Do You Want to Go Today?" Cybernetic Tourism, the Internet, and Transnationality/Lisa Nakamura=684

67. Television and the Internet/Ellen Seiter=688

68. Dating on the Net:Teens and the Rise of "Pure" Relationships/Lynn Schofield Clark=696

69. Staking Their Claim:Women, Electronic Networking, and Training in Asia/Rhone O. Bautista=708

70. The Cherokee Indians and the Internet/Ellen L. Arnold;Darcy C. Plymire=715

A List of Media Activist Organizations=723

Glossary=727

Bibliography=739

Author Index=749

Subject Index=757

About the Editors=769

About the Contributors=771

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Incisive analyses of mass media - including such forms as talk shows, MTV, the Internet, soap operas, television sitcoms, dramatic series, pornography, and advertising--enable this provocative new edition of Gender, Race and Class in Media to engage students in critical mass media scholarship. Issues of power related to gender, race, and class are integrated into a wide range of articles examining the economic and cultural implications of mass media as institutions, including the political economy of media production, textual analysis, and media consumption.

Ten new, original essays are included in this text, along with compelling previously published articles and book chapters by both established media scholars and new voices in the field. Together with new section introductions by Gail Dines and Jean Humez, the readings provide a solid yet accessible critical introduction to mass media studies.

Features:

  • Authority. Original essays and important reprinted articles from renowned scholars comprise this comprehensive and diverse volume
    • Original essaysand important reprinted articlesfrom renowned scholars comprise this comprehensive and diverse volume
  • Accessibility. Work in cultural studies and queer theory is made accessible to undergraduate students
    • . Work in cultural studies and queer theory is made accessible to undergraduate students
  • Activist Philosophy. Extensive bibliography and media resources encourage conscientious activism.
    • . Extensive bibliography and media resources encourage conscientious activism.
  • Integrated analysis. Race is examined throughout the text rather than treated in a separate chapter.
    •  Race is examined throughout the text rather than treated in a separate chapter.
Original essaysand important reprinted articlesfrom renowned scholars comprise this comprehensive and diverse volume . Work in cultural studies and queer theory is made accessible to undergraduate students . Extensive bibliography and media resources encourage conscientious activism. Race is examined throughout the text rather than treated in a separate chapter.

Ai¿½

New to the Second Edition:

  1. Expanded coverage of "queer" representations in mass media
  2. New section introductions provide readers with a guide for each section
  3. New section on the violence debates and a new section on the Internet
  4. Two sections devoted to consumerism, marketing, and advertising

Recommended for courses in mass media, feminist theory, race, class, and gender, and social theory in the Sociology, Communication, and Women's Studies disciplines. Also recommended as a general reference title for scholars and anyone interested in the representation of race, class, and gender in the media.

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