Page 64 - Living Room Wars Rethinking Media Audiences for a Postmodern World
P. 64
New technologies, audience measurement and the tactics of television consumption 55
the twisting paths of the aleatory and the metaphoric, while the other tries
desperately to suppose that the utilitarian and functionalist law of its own
mechanism is ‘natural’.
(de Certeau 1984:199)
Meanwhile, American film producers worry that, as advertising in cinema theatres
proliferates, more would-be moviegoers will stay at home and watch the film on video.
Advertisers, unrelentingly in search of new ways to reach their potential consumers, have
not been too keen on putting their commercials on video tapes, reportedly because they
distrust one element missing from cinemas: the fast-forward button (Hammer 1990).
