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While much research into television has been historical, textual, or empirical, this volume approaches the topic from a sociocultural and feminist perspective, to address important questions from the viewpoint of the audience as well as from that of the industry. The contributors examine the ways in which the television industry seeks to deliver a female audience to its advertisers while inserting itself into women's lives, both at home and in the marketplace - hence the concept of a private screening in which the outside media world is brought into the personal space. The volume analyzes how television delivers "consumption" to its female audience by displaying commodities and lifestyles that attempt to engender an idealized sense of community and how audiences understand television programming and how these programs construct definitions of "femininity".
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About the Author:
Lynn Spigel is a professor in the Department of Radio/Television/Film at Northwestern University. She is the author of Welcome to the Dreamhouse: Popular Media and Postwar Suburbs (published by Duke University Press) and Make Room for TV: Television and the Family Ideal in Postwar America. Jan Olsson is a professor in the Department of Cinema Studies at Stockholm University in Sweden. He is a coeditor of Nordic Explorations: Film Before 1930.
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Various conceptions of women are set into play here, and it seems evident that the television industry, in dealing with a movie about women in non-traditional roles, is careful to invoke not only connotations regarding the "new woman" but also more traditional notions of femininity. Swit is shown as a cop with an aimed revolver but also as a conventionally beautiful woman with eye makeup, lipstick, and long blonde hair. She is also shown as a conventional object rather than subject of sexual desire. Lacey is shown in traditionally male clothing but is described in the conventionally feminine way of "caring about the people she protects." And although they are both trying to "make it" as detectives, they are also stereotypical "women in distress" who may "die trying." The emphasis on stereotyped feminine behaviors and predicaments in an ad for a movie about women in new roles fulfills the formula for exploitation advertising by suggesting sexual and dangerous content to the audience, while also reassuring the audience about women's traditional role and position in relation to social power. From: Defining Women: The Case of Cagney and Lacey
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- PublisherUniv Of Minnesota Press
- Publication date1992
- ISBN 10 0816620520
- ISBN 13 9780816620524
- BindingHardcover
- Edition number1
- Number of pages312
- Rating
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