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Is there really a global village out there? It may be true that the whole world watches
Dallas and
Dynasty, but is everyone seeing the same story? It is a fashionable worry among academics, critics and politicians that American hit programmes are agents of cultural imperialism. But nobody knows what message, if any, the viewers are actually getting and what critical capabilities they command.
In this path-breaking book, now available in paperback, Liebes and Katz analyse conversations about
Dallas among groups of families and friends in different sub-cultures: in Israel (where the programme was an all-time best-seller), in Japan (where it was rejected), and in the US (the original target audience). The authors propose that there is a process of negotiation between these quintessentially American stories and what the viewers bring to them: their life experiences, the 'texts' of their culture, and their expectations from the genres of family drama. Through a detailed study of how individuals in different contexts interpret popular TV fiction, Liebes and Katz show that viewers possess a good deal more critical ability than they are commonly given credit for.
The Export of Meaning has already established itself as a classic text in media studies, cultural studies and communications. The paperback edition, which includes a new Introduction by the authors, will be widely recommended to students.
List 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.
About the author
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.
Summary
This is a new paperback edition of a book originally published (by OUP) in 1990. It includes a new Introduction by the authors. It is on many reading lists already, so the paperback should be bought by students. The book is a path-breaking study of how TV viewers interpret popular TV programmes - in this case, Dallas .
