Page 8 - Living Room WarsDesprately Seeking the Audience Rethinking Media Audiences for a Postmodern World
P. 8
Contents
Preface and acknowledgements ix
Introduction: (Not) knowing the television audience 1
13
Part I Conquering the audience: the institutional predicament
1 Institutional knowledge: the need to control 14
2 Audience-as-market and audience-as-public 21
3 Television audience as taxonomic collective 27
4 The limits of discursive control 32
37
Part II Marketing the audience: American television
5 Commercial knowledge: measuring the audience 38
6 In search of the audience commodity 44
7 Streamlining ‘television audience’ 49
8 The streamlined audience disrupted: impact of the new technologies 55
9 The people meter ‘solution’ 63
10 Revolt of the viewer? The elusive audience 69
81
Part III Serving the audience: European television
11 Normative knowledge: the breakdown of the public service ideal 82
12 Britain: the BBC and the loss of the disciplined audience 88
13 Netherlands: VARA and the loss of the natural audience 99
14 Repairing the loss: the desire for audience information 115
