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The Lonely Crowd
Course: COMM 211, Spring 2011School: Michigan
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Comm371ReadingNotes 28/01/201114:10:00 Theinnerdirectedmoralizerbringstopoliticsanattitudederivedfromthe TheLonelyCrowd sphereofproduction Theotherdirectedinsidedopesterbringstopoliticsanattitudederivedfromthe sphereofconsumption Muchlargerandmoreinfluentialarethemediaofindirecttraining:theyinclude thewholerangeofcontemporarypopularculturefromcomicbookstoTV...
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Comm371ReadingNotes
28/01/201114:10:00
Theinnerdirectedmoralizerbringstopoliticsanattitudederivedfromthe TheLonelyCrowd sphereofproduction Theotherdirectedinsidedopesterbringstopoliticsanattitudederivedfromthe sphereofconsumption Muchlargerandmoreinfluentialarethemediaofindirecttraining:theyinclude thewholerangeofcontemporarypopularculturefromcomicbookstoTV Thepatternofthisinfluenceiscomplexitmaybesummedupin3tentative generalizations: 1.Sincepopularcultureisinessenceatutorinconsumption,itteachesthe otherdirectedmantoconsumepoliticsandtoregardpoliticsandpolitical informationandattitudesasconsumergoods o products,games,entertainments,recreations 2.Themediahaveastakeintolerance.Themoodoftheaudiencepeer grouperswillcausetheindignantmessagetobereceivedinanunindignant way.Thisattitudeleadstoamemphasisonthesincerityofthe presentation.Thisleadstheaudiencetooverlooktheincompetenceof performance. 3.WhilethereisasignificantresidueofinnerdirectedmoralizinginAmerican politicalnewscoverageandeditorializing,itslowsdown(butdoesnthalt)the toleranceandpassivity persuasionsexercisedbypopularcultureinfavoroftheotherdirected PoliticsasanObjectofConsumption: Eisenhowercampaign1948acandidatewhohaseverything,whomone couldwholeheartedlylike,wouldsurelyknowwhatoneneeded TheMediaasTutorsinTolerance: sizeoftheaudiencethepressissubjecttoavarietyofpressuresbroughtby groupsseekingprotectionfromattack,andthesepressuresareinternalizedinthevery structureofmanagementanddistributionofthemedia Bigcitymediawithacitywideaudiencecannothelpbeingawareofthose attitudesthatmayoffendtheircomplexconstituencies Thelargerthescopeofthemedium,themoreittendstobeproducedand consumedinamoodofotherdirectedtoleranceandthelessitmakesanappealtothe indignants
Itisclearthatpeoplewanttopersonalizetheirrelationshipstotheirheroesof consumptionandthattheiryearningforsincerityisagrimreminderofhowlittletheycan trustthemselvesorothersindailylife
28/01/201114:10:00
28/01/201114:10:00
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