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Scripted Affects, Branded Selves – Television, Subjectivity, and Capitalism in 1990s Japan

Autor Gabriella Lukács
en Limba Engleză Paperback – 5 aug 2010
In Scripted Affects, Branded Selves, Gabriella Lukács analyzes the development of a new primetime serial called “trendy drama” as the Japanese television industry’s ingenuous response to market fragmentation. Much like the HBO hit Sex and the City, trendy dramas feature well-heeled young sophisticates enjoying consumer-oriented lifestyles while managing their unruly love lives. Integrating a political economic analysis of television production with reception research, Lukács suggests that the trendy drama marked a shift in the Japanese television industry from offering story-driven entertainment to producing lifestyle-oriented programming. She interprets the new televisual preoccupation with consumer trends not as a sign of the medium’s downfall, but as a savvy strategy to appeal to viewers who increasingly demand entertainment that feels more personal than mass produced fare. After all, what the producers of trendy dramas realized in the late 1980s was that taste and lifestyle were sources of identification that could much more flexibly be manipulated to satisfy mass and niche demands than more conventional marketing criteria such as generation, ethnicity, or gender. Lukács argues that by capitalizing on the semantic fluidity of the notion of lifestyle, commercial television networks were capable of uniting viewers into new affective alliances that, in turn, helped them bury anxieties over changing class relations in the wake of the prolonged economic recession.
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Specificații

ISBN-13: 9780822348245
ISBN-10: 0822348241
Pagini: 280
Ilustrații: 7 illustrations
Dimensiuni: 156 x 228 x 15 mm
Greutate: 0.41 kg
Editura: MD – Duke University Press

Cuprins

AcknowledgmentsIntroduction: Japan and Television at the Century’s Turn; 1. Intimate Televisuality: Television Dramas and the Tarento in Postwar Japan; 2. Imaged Away: Agency and Fetishism in Trendy Drama Production and Reception; 3. Dream Labor in the Dream Factory: Capital and Authorship in Drama Production; 4. What’s Love Got to Do with It? Love Dramas and Branded Selves; 5. Labor Fantasies in Recessionary Japan: Employment as Lifestyle inWorkplace Dramas of the 1990s; 6. Private Globalization: Bootleggers, Fansubbers, and the Transnational Circulation of J-dorama; Epilogue: Image Commodity, Value, AffectNotes; References; Index

Recenzii

“Scripted Affects, Branded Selves is destined to become a classic. Gabriella Lukács skilfully combines textual analysis of specific dramas with ethnographic study of television producers and consumers. In addition, she offers penetrating insight into the complex dialectic of global and local new media landscapes. What appears to be an insular national space of contemporary Japanese television culture is in fact thoroughly under the influence of global capitalism and the internationalization of cultural consumption.”—Mitsuhiro Yoshimoto, New York University“Trendy dramas showcasing the hip lifestyles of young Tokyo sophisticates were a powerful television genre during Japan’s watershed decade of the 1990s. Gabriella Lukács artfully weaves an analysis of the production and content of the genre programming with an analysis of the lifestyles and work ways of its viewers. She shows how this television programming is forging new selves, a new economy, and a new society. The result is a remarkably new way in which anthropology can engage television and a critical contribution to our understanding of Japan’s current transformation.”—William W. Kelly, Yale University

Notă biografică

Gabriella Lukacs is Assistant Professor of Anthropology at the University of Pittsburgh.

Textul de pe ultima copertă

"Trendy dramas showcasing the hip lifestyles of young Tokyo sophisticates were a powerful television genre during Japan's watershed decade of the 1990s. Gabriella Lukacs artfully weaves an analysis of the production and content of the genre programming with an analysis of the lifestyles and work ways of its viewers. She shows how this television programming is forging new selves, a new economy, and a new society. The result is a remarkably new way in which anthropology can engage television and a critical contribution to our understanding of Japan's current transformation."--William W. Kelly, Yale University

Descriere

An exploration of Japan’s television culture focused on primetime serials called “trendy dramas,” popular primetime serials featuring well-heeled young sophisticates enjoying consumer-oriented lifestyles