Acknowledgments Introduction 1. MTV's Industrial Imperatives 2. The Making of a Preferred Address 3. Male-Address Video (1983) 4. Conditions of Cultural Struggle 5. Four Female Musicians 6. Female-Address Video (1980-1986) 7. Fandom, Lived Experience, and Textual Use 8. Five Fan Events 9. Polysemy, Popularity, and Politics Notes Bibliography Index
Challenging the idea that MTV presents only negative and sexist images of women
Lisa A. Lewis, Ph.D., is a writer based in Tucson, Arizona.
"[A] significant moment in the history of feminist research in the
field of communication.... [It] should be seen as a guidepost tot
he directions feminist work needs to take."
—Journal of Broadcasting and Electronic Media
"Provocative and important, ...[Lewis's] theoretically ambitions
study of women rock musicians and their fans...makes a strong
case...that popular culture is contested terrain and that women, as
artists and as spectators and fans, can and have made astonishing
inroads into a commercial, male-defined turf.... The book is full
of substantive theoretical gold. It's audacious, original
and...very much engaged in its subject.... Her profiles of four
performers—Madonna, Tina Turner, Pat Benatar and Cyndi Lauper—are
eye-openers.... Lewis understands fully that most commercial and
pop culture is far from liberating.... Still, there's something
exhilarating about her unfashionable cultural radicalism."
—The Nation
"[Lewis] explores her fascinating topic with a frank feminism and
with the recognition that female viewers play an active role in
their experience of MTV. Readers will be rewarded not only by her
insights, but by the fact that her prose is relatively free of the
jargon that usually riddles these studies."
—The Women's Review of Books
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