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<TABLE CELLSPACING=0 CELLPADDING=0><TR><TD>FOREWORD  Telling All the Stories</TD><TD WIDTH=40></TD><TD VALIGN=TOP>xi</TD><TD VALIGN=TOP>(6)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=80></TD><TD>George Gerbner</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD></TD><TD></TD><TR><TD>Preface and Acknowledgments</TD><TD WIDTH=40></TD><TD VALIGN=TOP>xvii</TD><TD></TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER ONE  Television and the Environment:  An Introduction</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>1</TD><TD VALIGN=TOP>(24)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Television's Influence</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>2</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>An Environment Endangered</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>4</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>On the History of Commercial Culture</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>6</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Entering the Home</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>8</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Commercial Culture and the Environment</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>11</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Occupying Time</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>12</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Violence and Television</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>14</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>An Imaginary Voice</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>16</TD><TD VALIGN=TOP>(6)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Television in a Different World</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>22</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Further Reading</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>23</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER TWO  An Overview of Television Economics</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>25</TD><TD VALIGN=TOP>(28)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Television in a Changing World</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>25</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Economic Convergence:  Megamergers and Synergy</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>28</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Technical Convergence:  TV as Computer or Computer as TV?</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>31</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Technology and Television Economics</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>32</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Products of the Television Industry?</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>34</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Paying for Television:  Two Models</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>35</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Advertising-Supported Model</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>35</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Subscription-Supported Model</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>38</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>A Third Model:  Home Shopping Channels</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>40</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The ABC's of Television Economics</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>41</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Economics of Television Deregulation</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>43</TD><TD VALIGN=TOP>(4)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Economics and the Issue of Public Access</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>47</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Public Television</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>48</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Conclusion</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>51</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Further Reading</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>51</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER THREE  Advertisers and Their Audience</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>53</TD><TD VALIGN=TOP>(29)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Development of American Advertising</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>53</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Structure of the Advertising Industry</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>56</TD><TD VALIGN=TOP>(4)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Commercial Placement in a Prime-Time Network Show</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>60</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Audience--The Commodity Advertisers Buy</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>61</TD><TD VALIGN=TOP>(4)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Women as a Target Audience</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>65</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Advertising and Children</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>68</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Programs:  Attracting the Audience</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>69</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Buying and Selling Television Programs</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>69</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Special World of Television Sports Programming</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>72</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Audience Measurement</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>73</TD><TD VALIGN=TOP>(4)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Procter & Gamble:  A Case Study of America's Top Advertiser</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>77</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Further Reading</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>80</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER FOUR  Signification,  Discourse,  and Ideology</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>82</TD><TD VALIGN=TOP>(26)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Signification:  Making Meaning Contextually</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>84</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Conventions and Codes</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>86</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Advertising and Conventions of the Commercial</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>87</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>A Commercial for Cascade</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>88</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Women's Double Shift</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>88</TD><TD VALIGN=TOP>(4)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Television Genres</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>92</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Direct and Indirect Address</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>92</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Narrative Form</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>93</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Digression:  What's at Stake--Subjectivity and Discourse</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>94</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Analysis of Narrative Form</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>95</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Analysis of Style</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>98</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Subject/Discursive Positioning</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>100</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Are We Influenced?</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>102</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Isn't It Intentional?</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>103</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Intention and Determination</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>105</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Ideology</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>106</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Further Reading</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>107</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER FIVE  Television Realisms</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>108</TD><TD VALIGN=TOP>(30)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Television Realism One:  Narrative Fiction in Indirect Address</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>109</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Narrative Fiction:  Conventions of Form</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>110</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Narrative Fiction:  Conventions of Style</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>112</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Narrative and the Continuity Style</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>112</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Continuity Style One:  The 180(Degree) System</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>113</TD><TD VALIGN=TOP>(4)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Continuity Style Two:  Analytic Editing</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>117</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Continuity Style Three:  Shot/Reverse Shot and Eyeline Match</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>118</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Continuity Style Four:  Match on Action</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>120</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Television Realism Two:  Nonfiction in Direct Address</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>121</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Television News:  A Hierarchical Discourse</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>123</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Anchor:  Hierarchical Authority and Simulated Eye Contact</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>124</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Correspondents:  Extensions of the Anchor</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>126</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Interviewees and the Rest of Us</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>127</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Declining Attention to News:  A Crisis in Democratic Discourse</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>130</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Beyond Realisms:  Freeways,  Malls,  Television,  and the Net</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>132</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Beyond Realisms:  Televisuality,  Reflexivity,  and Intertextuality</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>133</TD><TD VALIGN=TOP>(4)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Further Reading</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>137</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER SIX  The Flow of Commodities</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>138</TD><TD VALIGN=TOP>(31)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Flow and the Political Economy</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>152</TD><TD VALIGN=TOP>(4)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Value of Blandness</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>156</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Why Buy Tide?</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>159</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>The Theory of Flow</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>161</TD><TD VALIGN=TOP>(6)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Further Reading</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>167</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER SEVEN  From Consumers to Activitists</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>169</TD><TD VALIGN=TOP>(18)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Not Either/Or but Both/And</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>172</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Warnings and Targets</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>174</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Alternatives</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>176</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Organizations and Publications</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>177</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Media Advocacy in the Public Interest</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>179</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Media Literacy</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>180</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Video Production and Distribution</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>180</TD><TD VALIGN=TOP>(3)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Beyond Television and Media:  Green Directions</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>183</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Addresses and Resources</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>184</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Further Reading</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>185</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD>Notes</TD><TD WIDTH=40></TD><TD VALIGN=TOP>187</TD><TD VALIGN=TOP>(32)</TD></TR><TR><TD>Index</TD><TD WIDTH=40></TD><TD VALIGN=TOP>219</TD><TD></TD></TR></TABLE>

Using examples drawn from commercials, news broadcasts and TV shows, this book provides a study of the consequences of television's power over our habits of material consumption and television's ultimate impact on the environment

Consuming environments : television and commercial culture