Over the edge : how the pursuit of youth by marketers and the media has changed American culture
著者
書誌事項
Over the edge : how the pursuit of youth by marketers and the media has changed American culture
Ivan R. Dee, 2005
大学図書館所蔵 全1件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references (p. 275-305) and index
内容説明・目次
内容説明
For decades young people in the 18-to-34 age group have been the darlings of advertisers and marketers who yearn for greater sales and the elusive "buzz" of publicity. Young adults buy a disproportionate share of movie theater admissions, popular music recordings, and video games, and are regarded as prime targets by most television advertisers. As a consequence of this focus, Leo Bogart argues, media content itself has changed. Sex and violence have become endemic in movies and TV because they attract young audiences. Recent years have witnessed a continual loosening of restrictions on media content and, in the larger culture, a parallel transformation in how people relate to one another. What is now acceptable in civil society is over the edge in comparison with standards of only a few decades ago. This momentous shift has come about, says Mr. Bogart, despite a flawed marketing premise-the idea that young audiences are the most valuable consumers does not jibe with the evidence. Drawing on long experience as a scholar and practitioner in media and marketing, and using extensive research and exclusive interviews with media producers, Mr. Bogart traces the connection between commercial interests and standards of propriety in movies and television. He shows how media content aimed at young adults inevitably engages juveniles as well. He describes how the threat of government regulation has prompted the film, television, music, and video-game industries to adopt systems that rate or label their output; but how the labels intended to keep children away from unsuitable content actually encourage them to taste the forbidden fruit. And these same labels encourage media producers to introduce such content gratuitously. Over the Edge is a compelling analysis of a major American social problem, with surprising conclusions.
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