The Export of Meaning Cross-Cultural Readings

In the new paperback edition of this classic text, Liebes and Katz examine how television viewers around the world respond differently to popular television programmes, particularly Dallas. Analszing conversations among viewers in Israel, Japan and the U. S., they show that viewers possess a good deal more critical ability than they are commonly given credit for.

Tamar Liebes is Lecturer in Communication at the Hebrew University of Jerusalem and was formerly a radio producer at the Israel Broadcasting Authority.

Elihu Katz is Professor at the Annenburg School of Communication, University of Pennsylvania, Emeritus Professor of Sociology and Communication at the Hebrew University of Jerusalem, and Scientific Director of the Israel Institute of Applied Social Research.

Introduction to the 1993 Edition

vii

Preface

xi

On Viewing Dallas Overseas: Introduction to the Study

3

(5)

Reading Television: Television as Text and Viewers as Decoders

8

(12)

The Research Design

20

(14)

One Moroccan Group: A Transcript and Commentary

34

(34)

Cultural Differences in the Retelling of an Episode

68

(14)

Mutual Aid in the Decoding of Dallas

82

(18)

Referential Reading

100

(14)

Critical Reading

114

(16)

Neither Here Nor There: Why Dallas Failed in Japan (with SUMIKO IWAO)

130

(10)

Dallas and Genesis: Primordiality and Seriality in Popular Culture

140

(10)

Dallas as an Educational Game

150

(9)

Appendix One

159

(5)

Appendix Two

164

(2)

Appendix Three

166

(1)

Notes

167

(8)

References

175

(6)

Name Index

181

(2)

Subject Index

183

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The Export of Meaning Cross-Cultural Readings of Dallas

Summary

Author Biography

Table of Contents

Supplemental Materials