{"product_id":"scripted-affects-branded-selves-gabriella-luk-cs-9780822348245","title":"Scripted Affects, Branded Selves: Television, Subjectivity, and Capitalism in 1990s Japan","description":"In \u003ci\u003eScripted Affects, Branded Selves\u003c\/i\u003e, Gabriella Luk cs analyzes the development of a new primetime serial called \"trendy drama\" as the Japanese television industry's ingenious response to market fragmentation. Much like the HBO hit \u003ci\u003eSex and the City\u003c\/i\u003e, 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, Luk cs 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 be manipulated to satisfy mass and niche demands more easily than could conventional marketing criteria such as generation or gender. Luk cs 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Gabriella Luk當s\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0822348241\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780822348245\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Duke University Press\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/05\/2010\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 280\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.90lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.90h x 6.10w x 0.70d","brand":"Gabriella Luk當s","offers":[{"title":"Paperback","offer_id":44059878490367,"sku":"9780822348245","price":27.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_2edad06d-a0b8-414b-a662-4e235d0cf28a.jpg?v=1685060844","url":"https:\/\/www.whiterainbookhouse.com\/products\/scripted-affects-branded-selves-gabriella-luk-cs-9780822348245","provider":"WR Book House","version":"1.0","type":"link"}