书城社科美国期刊理论研究
14260600000048

第48章 论文选萃(29)

Carr,David.“O Magazine is Expanding to South Africa.”New York Times,April 8,2002.

Cormack,Mike.Ideology.Ann Arbor:The University of Michigan Press,1995.

Edmond Jr.Alfred.“Countdown to 25 Years.”Black Enterprise,July 1995,p.105.

Fabrey,William J..“The Fabrey Files.”Radiance:The Magazine for Large Women,31(January 1994),pp.9-13.

G.J..“The Essence of a Good Launch Strategy.”Folio:The Magazine for Magazine Management,1(October 1996),p.29.

Gadsden,Gloria Y..“The Male Voice in Women's Magazines.”Gender Issues(Spring 2000),pp.49-57.

Gitlin,Todd.The Whole World is Watching.Berkeley:University of California Press,1980.

Gonser,Sarah.“The Incredible,Sellable O.”Folio,February 2001,pp.26-30.

Granastein,Lisa.“Spiritual Awakening.”Mediaweek,3(April 2000),pp.73-75.

Granastein,Lisa.“Sisters Act.”Mediaweek,1(January 2001),pp.33-34.

Granastein,Lisa.“Soul Sisters.”Mediaweek,22(October 2001),pp.38-39.

Gremillion,Jeff.“Young,Gifted and‘Latina.'”Mediaweek,10(June 1996),pp.34-35.

Hall,Stuart.“Encoding and Decoding,”In Durham,Meenakshi Gigi and Douglas M.Kellner,Eds.Media and Cultural Studies:Keyworks,pp.166-176.Malden,MA:Blackwell,2001.

Hamlet,Janice D.Assessing Womanist Thought:The Rhetoric of Susan L.Taylor.Communication Quarterly,8,4(Fall 2000),pp.420-436.

Hoffman-Goetz,Laurie.“Cancer Experiences of African-American Woman as Portrayed in Popular Mass Magazines.”Psycho-Oncology,8(1999),pp.36-45.

Hooks,Bell.Where We Stand:Class Matters.New York:Routledge,2000.

Kitch,Carolyn.The Girl on the Magazine Cover.The Origins of Visual Stereotypes in American Mass Media.Chapel Hill:The University of North Carolina Press,2001.

Krishnan,Satya P.,et al..“Coverage of AIDS in Popular African American Magazines.”Health Communication,9,3(1997),pp.273-288.

Lager,E.Grace and Brian R.McGee.“Hiding the Anorectic:A Rhetorical Analysis of Popular Discourse Concerning Anorexia.”Women Studies in Communication,26,2(Fall 2003),pp.266-295.

Lears,T.J.Jackson.“The Concept of Cultural Hegemony:Problems and Possibilities.”The American Historical Review,90,3(June 1985),pp.567-593.

Lodge,Sally.“Golden,Essence Celebrate Black History;Collaboration Yields a New Book Line by And for African Americans.”Publishers Weekly,243,9(February 1996),pp.33-34.

Morrison,Joy F..“Representing‘Race'(Book Review).”Mass Communication&;Society,2,3/4(Summer/Fall 1999),pp.191-193.

Nealon,Chris.“‘Essence'Magazine Agrees to Run Gay Advertisement.”GCN:Gay Community News,18,22(December 1990),pp.1-4.

O'leary,Noreen.“O Positive.”Spring Magazines,5(March 2001),pp.53-57.

Omonuwa,Shakoora C.“Health Disparity in Black Women:Lack of Pharmaceutical Advertising in Black vs.White-Oriented Magazines.”Journal of the National Medical Association,93,7/8(July/August 2001),pp.263-266.

Palmer,Julie R.,et al..“Onset of Natural Menopause in African American Women.”American Journal of Public Health,93,2(February 2003),pp.299-306.

Pratt,Charlotte A.and Cornelius B.Pratt.“Comparative Content Analysis of Food and Nutrition Advertisements in Ebony,Essence,and Ladies'Home Journal.”Journal of Nutrition Education,27,1(January/February 1995)pp.11-17.

Williams,Raymond.Marxism and Literature.Oxford:Oxford,1977/1988.

Wise,Lauren A.,et al..“Reproductive Factors,Hormonal Contraception,and Risk of Uterine Leiomyomata in African-American Women:A Prospective Study.”American Journal of Epidemiology,159,2(2004),pp.113-123.

The Reader as Consumer:Curtis Publishing Company and the Definition of Audience,1910-1930

作为消费者的读者:柯蒂斯公司与读者的定义,1910-1930

Elliott Parker

摘要:20世纪初,即使是像柯蒂斯这样的经营着两份全美发行量最大的杂志出版公司也面临着来自广告商的质疑?广告商要求出版公司提供证据证明他们对外所声称的目标读者群体和数量?柯蒂斯《妇女家庭杂志》的编辑爱德华·博克于1913年指出广告商指责《妇女家庭杂志》的读者多是年轻女孩,没有吸引足够的有购买力的女士?一些汽车公司对其产品购买者是否真正阅读柯蒂斯的杂志表示怀疑?因此,他们不愿意在柯蒂斯杂志上做广告?托马斯·杰弗瑞公司的广告部经理批评众多杂志只是公告其发行量有多么大,但是不能提供准确的信息来证明他们所声称的读者是真正的消费者?

为了回应这些批评?证实其杂志既拥有广泛的大众读者又拥有行业的专门读者,柯蒂斯的商业研究部开始汇编有关读者的信息?柯蒂斯是第一家进行读者研究的美国出版公司?本论文利用这些来自于柯蒂斯公司的相关研究?讲话?广告?文章等,考察柯蒂斯公司是如何利用这些早期读者报告资料构建起读者群体的?通过重点研究一家出版公司,柯蒂斯公司,本文作者试图揭示世纪之交产生的消费者文化在20世纪初期是如何形成出版公司认识和描述读者的方式的?作者研究了读者研究的起源,表明即使在有读者研究之前出版公司已经开始从事定义其目标读者从而吸引广告商的有关研究?

研究发现读者研究始于消费文化萌芽的20世纪初,在此期间形成的商业价值观对出版公司读者认识观的形成起了促进作用?尽管当今的杂志在选择编辑内容时尽量避免商业广告对于编辑内容的影响,但是,广告与内容之间的关系同它们在19世纪末20世纪初所存续的关系一样复杂?

像柯蒂斯这样的出版公司力图通过向其重要的广告商提供有关读者的详细信息来提高杂志的价值?因为,随着越来越多的读者变成消费者这种趋势的发展,出版公司的读者也会逐渐成为一种商品——一种可以被定义?研究和出售的产品?