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In this path–breaking book, now available in paperback, Liebes and Katz analyse conversations about Dallas among groups of families and friends in different sub–cultures: in Israel (where the programme was an all–time best–seller), in Japan (where it was rejected), and in the US (the original target audience). The authors propose that there is a process of negotiation between these quintessentially American stories and what the viewers bring to them: their life experiences, the texts of their culture, and their expectations from the genres of family drama. Through a detailed study of how individuals in different contexts interpret popular TV fiction, Liebes and Katz show that viewers possess a good deal more critical ability than they are commonly given credit for.
The Export of Meaning has already established itself as a classic text in media studies, cultural studies and communications. The paperback edition, which includes a new Introduction by the authors, will be widely recommended to students.
′... A new edition of the provocative 1990 book by veteran international communication scholar Elihu Katz and his colleague Tamar Liebes.′ Media Information Australia
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