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# 14410512

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第8章 美国两大广播公司的角逐

1. Sources for the life andtimes of William Paley include Sally Bedell Smith, In All His Glory: The Life of William S. Paley (New York: Simon & Schuster, 199o); Jim Cox, American Radio Networks: A History (Jefferson, NC: McFarland, 2oo9); Jim Cox, Goodnight Gracie: The Last Years of Network Radio (Jefferson, NC: McFarland, 2ooz). Other sources on radio broadcast industry and the rise of CBS include Michael J. Socolow, "Alwaysin Friendly Competition: NBC and CBS in theFirst Decade of National Broadcasting,"in NBC: America's Network, ed. Michele Hilmes (Berkeley: University of California Press, 2oo7); Erik Barnouw, The GoldenWeb: A History of Broadcasting in the United States, Volume 2 (New York: Oxford University Press, 1968); Cynthia B. Meyers, A Word from Our Sponsor: Admen, Advertising, and the Golden Age of Radio (NewYork: Fordham University Press, 2014); Michele Hilmes,Network Nations: A Transnational History of British and American Broadcasting (New York: Routledge, 2o12); David Halberstam, The Powers That Be (New York: Knopf, 1979).

2.The Radio Act of 1927 codified the understanding that broadcasters were to serve "the public interest"and alsoestablished the Federal RadioCommission (FRC), which would regulate radio according to "the public interest, convenience, or necessity."

3. For a fuller discussion of Sarnoff's enormously consequential career, see Tim Wu, The Master Switch (New York: Vintage, 2o1); Kenneth Bilby, TheGeneral: David Sarnoff and theRise of the Communications Industry (New York: Harper & Row, 1986).

4. Bernaysurged Paley to include “superior educational, cultural, and news programs" in CBS's lineup and “publicize them aggressively—evendeceptively," although these programs only constituted asmall portion of CBS's total offerings.For more on the theory of the "TiffanyNetwork," see Smith, In All His Glory.

5.Halberstam, The Powers That Be, 27.

6. David Halberstam,"The Power and the Profits," Media 237, no. I (1976).

7. David Patrick Columbia,Quest Magazine, 1993.

8. For more on theElder-Woodruff Audimeter's development, see Hugh Malcolm Beville Jr., Audience Ratings: Radio, Television, and Cable (Hillsdale, NJ: Lawrence Erlbaum Associates, 1988); Beville, Audience Ratings, 219.

9. Robert Elder letter of February8,1978.

1o. The Edward R.Murrow Papers, a collection of books, memorabilia, and audiovisual material, can be foundat Tufts University, the world's largest collection of Edward R. Murrow material.

II. From an account of a British bombing raid in Berlin on December 3, 1945. See Bob Edwards, Edward R. Murrow and the Birth of Broadcast Journalism (Hoboken, NJ: John Wiley &Sons, 2004).

第9章 纳粹德国的极端宣传

1. David Welch, The Third Reich: Politics and Propaganda (London: Routledge, 1993), 42; Thomas Crosby, “Volksgemeinschaft: Nazi Radio and Its Destruction of Hitler's UtopianVision,"ValleyHumanities Review (Spring 2o14); David Nicholls, Adolf Hitler: ABiographical Companion (Santa Barbara: ABC-CLIO,2ooo).

2. Roger Manvell and Heinrich Fraenkel, Doctor Goebbels: His Life and Death (New York: Skyhorse Publishing, 2o13); Marcel Cornis-Pope, New Literary Hybrids in the

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Formation of Men's Attitudes (New York: Alfred A. Knopf,1968). Hans Fritzsche, "Dr. Goebbels und sein Ministerium,"inHans HeinzMantau-Sadlia, Deutsche Führer Deutsches Schicksal. Das Buch der Künder und Führer des dritten Reiches (Munich: Verlag Max Steinebach,1934) 330-42, http://research.calvin.edu/german-propaganda -archive/goeb62.htm.

13. Andrew Defty, Britain, America and Anti-Communist Propaganda 1945-53: The Information Research Department (New York: Routledge, 2oo4); Joseph D. Douglass Jr., Soviet MilitaryStrategy in Europe (New York: Pergamon Press, 1981).For a discussion on First Amendment jurisprudence and its effects, see Tamara R. Piety, Brandishing the First Amendment: Commercial Expression in America (Ann Arbor: University of Michigan Press, 2012).

第10章注意力霸主——电视

I.Gary Edgerton, The Columbia History of American Television (NewYork: Columbia University Press, 2007), 113.

2. Hugo Münsterberg, The Photoplay: A Psychological Study (New York: Appleton, 1916) I53.

3. See Vittorio Gallese and Michele Guerra, Lo schermo empatico: Cinema e neuroscienze (Milan: Raffaello Cortina Editore, 2015).

4. Bianca Bradbury,"Is Television Mama's Friend or Foe?," Good Housekeeping, November 1950, 263–64.

5. Calder Willingham, "Television: Giant in the Living Room," American Mercury, February1952.

6.Erik Barnouw, Tube of Plenty: The Evolution of American Television (New York: Oxford University Press, 1990), 103.

7. Reuven Frank, Out of Thin Air: The Brief Wonderful Life of Network News (New York: Simon & Schuster, 1991), 33.

8. Jack Gould, "Radio and Television: Edward R. Murrow's News Review See It Now Demonstrates Journalistic Power of Video,"New York Times, November 19, 1951, 26.

9. For more informationonMurrow's and Friendly's coverage of McCarthy and the Red Scare, see Ralph Engelman, Friendlyvision: Fred Friendly and the Rise and Fall of Television Journalism (New York: Columbia University Press, 2o09).

1o. For more on the rise of CBS and the intense competition it faced in the programmingindustry, see David Halberstam, The Powers That Be (New York: Knopf, 1979), 417.

II.Jacques Ellul, "The Characteristics of Propaganda," in Readings in Propaganda and Persuasion, ed. Garth S. Jowett and Victoria O'Donnell (Thousand Oaks, CA: SAGE Publications,2oo6). Ellul discusses how individual spectators of mass media, though "diffused and not assembled at one point," become a mass that maybe subject to propaganda.

12. Jerry Mander,Four Arguments for the Elimination of Television (New York: William Morrow, 1978), 26. Mander, a former advertising executive, was critical of the many problems of television that were inherent to the medium itself.

13. The remark likely first made in 1955 and later appeared in Confessions of an Advertising Man, in which Ogilvy wrote a "how-to-succeed" in advertising guide for future generations. See David Ogilvy, Confessions of an Advertising Man (New York: Atheneum, 1963), 96.

14. For more information on the Anacin campaign, see "Anacin,"AdvertisingAge, last modi-

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第11章 被操控的电视竞猜节目

1. McDonald was a genuine longtime believerin “thought transference." Thus when DukeUniversity's Dr. Joseph BanksRhine publishedhis research on telepathy, includingone research project that seemedto demonstrate certainindividuals were able to guess cards better than if they had by chance, McDonaldsought to sponsor network radio experiments in Rhine's technique, conducted by Northwestern University's psychologists Dr. Louis Deal Goodfellow and Dr. Robert Harvey Gault. Each Sunday, the series The Zenith Foundation would broadcast on NBC, duringwhich certain individuals would concentrate on cards. Radio listeners would then try to "pick up the senders'thought waves." Ultimately, Dr. Goodfellow concluded"no evidence of extrasensory perception in these experiments."For more information, see LarryWolters,"News of Radio,"ChicagoTribune, September 7, 1937; and "Patterns and Peephole," Time, September 5, 1938, 16.

2."McDonald v.the Adenoidal," Time, February 4, 1946, 66.

3. In fact, McDonald disliked commercials even during the radio era. He believed that radio commercials had too many “roars, grunts, squawks, yaps, burps, and a mixture of adenoidal and . . . honey-chile voices." "McDonald v. the Adenoidal,"66. For this reason, starting in 1940 McDonaldand Zenith spent\$75,000 a year, approximately \$9oo,ooo in today's terms, tosupport WWZR, a radio station that only broadcast music, without any commercials.

4.Caetlin Benson-Allott, Remote Control (New York: Bloomsbury Academic, 2o15), 49. For an image of the cited advertisement in full, as wellas various imagesof the device in use, see “Remembering Eugene Polley and his Flash-MaticRemote (photos)," CNet .com,accessedFebruary 5,2016,http://www.cnet.com/pictures/remembering-eugene -polley-and-his-flash-matic-remote-photos/.

5. Margalit Fox, "Eugene Polley, Conjuror of a Device That Changed TV Habits, Dies at 96,"NewYork Times, May 22, 2012, http://www.nytimes.com/2012/05/23/business /eugene-t-polley-inventor-of-the-wireless-tv-remote-dies-at-96.html.

6. As quoted in the New York Herald Tribune, October 12, 1956, and reproduced in Robert Andrews,The Columbia Dictionary of Quotations (NewYork: Columbia University Press, 1993), 900.

7. Jacques Ellul, Propaganda:The Formation of Men's Attitudes, trans. Konrad Kellen and Jean Leaner (New York: Vintage, 1973), 103.

8. Vance Packard, The Hidden Persuaders (New York:D. McKay, 1957).

9.“The Hidden Persuaders,"The New Yorker, May 18, 1957, 167.

10. Ellul, Propaganda.

I1. Packard, The Hidden Persuaders, 266.

12. For more on Dotto, see David Baber, Television Game Show Hosts: Biographies of 32 Stars (Jefferson, NC: McFarland, 2008).

13. House Committee on Interstate and Foreign Commerce, Investigation of Television QuizShows: Hearings Before aSubcommittee ofthe Committee of Interstate and Foreign Commerce, United States House of Representatives, 86th Congress (196o), 624.

14.Walter Lippmann, The Essential Lippmann: A Political Philosophy for Liberal Democracy, eds. Clinton Rossiter and James Lare (Cambridge, MA: Harvard University Press, 1982), 411–12.

15.Larry Ingram, "Network TV Faces Day of Reckoning," SundayDenver Post, November 20, 1960, AA1.

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16. House Committee on Interstate and Foreign Commerce, Report Pursuant to Section 136 of the Legislative Reorganization Act of 1946,United States House of Representatives, 88th Congress(1963), 372.

第12章20世纪60年代的反叛

1. Martin Lee and Bruce Shlain, Acid Dreams: The Complete Social History of LSD: The CIA, the Sixties, and Beyond (NewYork: Grove, 2007).

2. Timothy Leary, Flashbacks: A Personal and Cultural History of an Era: An Autobiography (New York: Putnam, 1990), 252.

3. MartinTorgoff, Can't Find My Way Home: America in the Great Stoned Age, 1945–2000 (New York: Simon and Schuster, 2004), 209.

4. Russell Jacoby, The End of Utopia (New York: Basic Books, 1999), 152.

5. Herbert Marcuse, One-Dimensional Man: Studies in the Ideology of Advanced Industrial Society (London: Routledge Classics, 1964), 6; HerbertMarcuse, An Essay on Liberation (Boston: Beacon Press, 1969), ix.

6. Timothy Leary, High Priest (Oakland, CA: Ronin Publishing, 1995), 32o; Timothy Leary, Leary to Canada: Wake Up!,Recorded Speech (1967, Millbrook, New York).

7. Timothy Leary, Start Your Own Religion (Berkeley, CA: RoninPublishing, 2009), 128.

8. Thomas Frank, The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism(Chicago: University of Chicago Press, 1997),24.

9. As described in Stephanie Capparell, The Real Pepsi Challenge: How One Pioneering Company Broke Color Barriers in the 194os (New York: Free Press, 2008).

10. Peter D. Bennett, Robert P. Lamm, and Robert A. Fry,Marketing,Volume 1 (New York: McGraw-Hill,1988), 178.

II. Tristan Donovan, Fizz: How Soda Shook Up the World (Chicago: Chicago Review Press, 2013), 182.

12. Frank V. Cespedes, Managing Marketing Linkages: Text, Cases, and Readings (Upper Saddle River, NJ: Prentice Hall, 1996), 140.

13. Timothy D. Taylor, The Sounds of Capitalism: Advertising, Music, and the Conquest of Culture (Chicago: University of Chicago Press, 2012), 155.

14. Frank, Conquest of Cool, 122.

15. Marcuse, One-Dimensional Man, 9.

16. Marcuse, One-Dimensional Man, 10.

17. To read more on why Jerry Mander thought television should be eliminated, seeJerry Mander, Four Arguments for the Elimination of Television (NewYork: HarperCollins, 1978). Fora detailed discussion on both the positive and negative effects of television and its success, see Elihu Katz and PaddyScannell, eds., The Endof Television? Its Impact on the World (So Far), Vol. 625 of The Annals of The American Academy of Political and Social Science, ed. Phyllis Kaniss (Los Angeles: SAGE Publications, 2009).

18. To listen to or read Murrow's entire speech, see Edward Murrow,"Wires and Lights in a Box," RTDNA convention, Philadelphia, October 15, 1958, http://www.rtdna.org /content/edward\_r\_murrow\_s\_1958\_wires\_lights\_in\_a\_box\_speech.For more on the developmentand history of noncommercial television, see Ralph Engelman, Public Radio and Television in America: A Political History (Los Angeles: SAGE Publications, 1996). The details about Fred Rogers andhis various television shows were

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Television," TVB Local Media Marketing Solutions, last modified June 2o12, http:// www.tvb.org/media/file/TV\_Basics.pdf.

29. Taylor, The Sounds of Capitalism, 157.

第13章 为不同受众定制不同内容

1. Wallace Stegner, Angle of Repose (New York: Doubleday, 1971), 18.

2. David Burnham, The Rise of the Computer State: TheThreat to Our Freedoms, Our Ethics, and Our Democratic Process (New York: Random House, 1983), 90.

3. Michael J. Weiss and Kelly Nelson, "ZIP: How Marketers See Portland . . . and Why They Look," Casco Bay Weekly, March 2, 1989, 10.

4. Throughout the 196os,Robbin developed programs for theOffice of Economic Development. One such programincludes“TheIndexofSusceptibility of Civil Disorder," which predicted cities that would likely experience riots. Ultimately, the model achieved 87 percent accuracy.

5. The concept of this socio-spatial segmentation first appeared in Charles Booth's Descriptive Map of London Poverty, in which Booth developed a descriptive map that categorized neighborhoods and provided insight into patterns of poverty in London. Booth's studyultimately influenced sociologists Robert E. Park and Ernest W. Burgess, who developed a theory of urban ecology. Park and Burgess proposed that competition for land in urban environments cause social groups tonaturally divide themselves into geographic “niches."For more on the historical backgroundofgeodemographic segmentation, see Austin Troy,"GeodemographicSegmentation,"in Encyclopediaof GIS, eds. Shashi Shekar and Hui Xiong (New York:Springer, 20o8),347-55

6. Charles Taylor, Multiculturalism, ed. Amy Gutmann (Princeton, NJ: Princeton University Press, 1994).

7. Troy,"GeodemographicSegmentation,”347.

8. While Robbin was interested in using his program to help companies tailor their products and their marketing to theforty lifestyle clusters, Michael Weiss, who elaborated on sociological characteristics of the clusters in The Clustering of America, hopedto explore the cultural implications and form“a composite understandingof American lifestyles” and “explore the diversity of the way Americans really live." For additional information about the PRIZMcluster system and the detailed description of the cluster lifestyles, see Michael J. Weiss, The Clustering ofAmerica(NewYork: Harper & Row, 1988); Michael J. Weiss, The Clustered World: How We Live, What We Buy, and What It All Means About Who We Are (Boston: Little, Brown, 2ooo).

9.Weiss, The Clustering of America, 290.

10. Weiss, The Clustering of America, 300.

II. For additional information on the history and development of Diet Coke, see Jay Moye,"'WeNeeded a Big Idea': The Extraordinary Story of How Diet Coke Came to Be,"Coca-Cola, last modifiedFebruary 4,2o13, http://www.coca-colacompany.com /stories/we-needed-a-big-idea-the-extraordinary-story-of-how-diet-coke-came-to-be/.

12. Kenneth N. Gilpin, "Prospects," New York Times, July 26, 1981, http://www.nytimes .com/1981/07/26/business/prospects.html.

13. Red Smith, "Cable TV for Sports Junkies," New York Times, December 3, 1979.

14. With “dualcasting," Bravo used gay content in order to cater to both women and gays as two distinct audiences. The show that sparked this trend was Queer Eye for theStraight Guy, in which five gay men would make over a heterosexual male in order to transform him into a "better straight man."See Katherine Sender, "Dualcasting: Bravo's Gay Programming and the Quest for Women Audiences,"in Cable Visions: Television Beyond Broadcasting, eds. Sarah Banet-Weiser, Cynthia Chris, and Anthony Freitas (New York: NYU Press, 2007).

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15.Sandra Salmans, “Playboy's Hopes in Cable TV," New York Times, March 15, 1983, http://www.nytimes.com/1983/o3/15/business/playboy-s-hopes-in-cable-tv.html.

16. Murdoch held conservative political opinions, leading to speculation that the news broadcast would offer a "conservative alternative to what he views as liberal bias among traditional news."However, Murdoch, at the time, claimed that he would not champion a conservative agenda because he believed “it's more important to be fair."See Lawrie Mifflin,"At the NewFox News Channel, theBuzzword Is Fairness, Separating News from Bias,"New York Times,October7, 1996, http://www nytimes .com/1996/1o/o7/business/at-the-new-fox-news-channel-the-buzzword-is-fairness -separating-news-from-bias.html.

17. Fred W. Friendly, “Asleep at the Switch of the Wired City,” The Saturday Review, October 10, 1970, 3.

18. See Peter Ainslie, "Confronting a Nation of Grazers," Channels, September 1988, 54-62; and Jib Fowles,WhyViewers Watch: A Reappraisal of Television's Effects (NewburyPark,CA: SAGE Publications, 1992), 37.

19. Bernice Kanner, "The Newest Ploy: Bait-and-Wait," New York, June 17, 1985, 41.

20. Rena Bartos, "Ads That Irritate May Erode Trust in Advertised Brands," Harvard Business Review 59 (1981), 137.

21. Kanner, "The Newest Ploy," 41.

22. Those responsible for the Coca-Cola advertisement believed that juxtaposing an intimidating man to a young, vulnerable boy would naturally build tension and warm hearts when the Coke would be handedover. In fact, Greenerecalls howthe advertisement drastically changed his image: "I was suddenly approachable .. . kids were no longer afraid of me, and older people . . . would come upand offer me a Coke." Jay Moye,"Commercial Appeal: 'Mean' JoeGreene Reflections on Iconic Coca-Cola Ad That Changed His Life,"Coca-Cola, last modified January 16, 2o14, http://www .coca-colacompany.com/stories/commercial-appeal-mean-joe-greene-reflects-on -iconic-coca-cola-ad-that-changed-his-life/.

23. David Burnham, “The Computer, The Consumer and Privacy," New YorkTimes, March4,1984,http://www.nytimes.com/1984/o3/04/weekinreview/the-computer -the-consumer-and-privacy.html.

第14章 电子邮件以及“签到”的力量

1. Ray Tomlinson,"The First Network Email," http://openmap.bbn.com/-tomlinso /ray/firstemailframe.html.

2. "The ManWho Made You Put AwayYour Pen," All Things Considered, NPR, November 15, 2009, http://www.npr.org/templates/story/story.php?storyId=120364591.

3. William F. Allman, "The Accidental History of the @ Symbol," Smithsonian Magazine,September 2012, http://www.smithsonianmag.com/science-nature/the -accidental-history-of-the-symbol-18o54936/?no-ist.

4. Katie Hafnerand Matthew Lyon, Where Wizards StayUp Late: The Origins of the Internet (NewYork: Simon & Schuster, 1998).

5. David G. Myers, Exploring Psychology, 8th ed. (New York: Worth Publishers,2009), 253.

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