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Long before internet archives and the anytime, anywhere convenience of streaming, people collected, traded, and shared radio and television content via informal networks that crisscrossed transnational boundaries.

Eleanor Patterson’s fascinating cultural history explores the distribution of radio and TV tapes from the 1960s through the 1980s. Looking at bootlegging against the backdrop of mass media’s formative years, Patterson delves into some of the major subcultures of the era. Old-time radio aficionados felt the impact of inexpensive audio recording equipment and the controversies surrounding programs like Amos ‘n’ Andy. Bootlegging communities devoted to buddy cop TV shows like Starsky and Hutch allowed women to articulate female pleasure and sexuality while Star Trek videos in Australia inspired a grassroots subculture built around community viewings of episodes. Tape trading also had a profound influence on creating an intellectual pro wrestling fandom that aided wrestling’s growth into an international sports entertainment industry.

A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry.

The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies’ studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show “ideation,” providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities.

How does serial drama earn, keep, and reward our attention for so long—over episodes, seasons, months, and years? While we know that characters are the focus of story and viewer interest in television fiction, scholars have for decades overlooked the way those characters are performed on-screen and the lure of performance as a key formal and thematic aspect of long-form television storytelling. In Over and Over, Elliott Logan offers close readings of performance in some of the most celebrated television dramas of the century, casting new light on the attractions and significance of the medium’s seriality. The book shows how the patterning and expressive resonance of performers on-screen binds together otherwise unconnected episodes of shows like The Sopranos and Mad Men. In doing so, it highlights the provisionality of identity and meaning as crucial to their interest in the sustenance of human relationships over long periods of time. In accounting for the resonance of performance over time in serial drama, this book shows, we find the terms of our own attachment to its compelling depictions of human life

During the worst years of apartheid, the most popular show on television in South Africa—among both Black and White South Africans—was The Cosby Show. Why did people living under a system built on the idea that Black people were inferior and threatening flock to a show that portrayed African Americans as comfortably mainstream? Starring Mandela and Cosby takes up this paradox, revealing the surprising impact of television on racial politics.

The South African government maintained a ban on television until 1976, and according to Ron Krabill, they were right to be wary of its potential power. The medium, he contends, created a shared space for communication in a deeply divided nation that seemed destined for civil war along racial lines. At a time when it was illegal to publish images of Nelson Mandela, Bill Cosby became the most recognizable Black man in the country, and, Krabill argues, his presence in the living rooms of white South Africans helped lay the groundwork for Mandela’s release and ascension to power.

Weaving together South Africa’s political history and a social history of television, Krabill challenges conventional understandings of globalization, offering up new insights into the relationship between politics and the media.

The Synchronized Society traces the history of the synchronous broadcast experience of the twentieth century and the transition to the asynchronous media that dominate today. Broadcasting grew out of the latent desire by nineteenth-century industrialists, political thinkers, and social reformers to tame an unruly society by controlling how people used their time. The idea manifested itself in the form of the broadcast schedule, a managed flow of information and entertainment that required audiences to be in a particular place – usually the home – at a particular time and helped to create “water cooler” moments, as audiences reflected on their shared media texts. Audiences began disconnecting from the broadcast schedule at the end of the twentieth century, but promoters of social media and television services still kept audiences under control, replacing the schedule with surveillance of media use. Author Randall Patnode offers compelling new insights into the intermingled roles of broadcasting and industrial/post-industrial work and how Americans spend their time.