Electronic Media Criticism, Third Edition, adopts a much different orientation. This
book argues that principles of criticism developed for more “mature” artistic and
informational enterprises are equally adaptable to, and beneficial for, the tools and
products of electronic discourse. We also borrow from philosophy, psychology,
economics, sociology, and linguistics in suggesting a variety of critical perspectives that,
despite their divergence, still can be mutually supportive in evaluating multifaceted media
offerings.
Unlike many other volumes on the topic, this book sees the electronic media
horizon as stretching far beyond the world of prime-time television. Thus, our purview
includes non-prime as well as prime-time content, the aural as well as the visual
medium, commercials as well as full-length programs, “reality” as well as news and
scripted entertainment shows. Emerging implications for online criticism are also
explored as these implications relate to programming now being shaped and marketed
as broadband consumer product.
It is not the delivery system but the content it carries that presents the real critical
challenge. Consumers listen to, watch, and respond to output. The particular technology
that happens to deliver this output is relatively unimportant to them—at least, until it
technically malfunctions! Of course, for the media professional, different delivery
systems involve different regulatory, business, and therefore, creative challenges. These
distinctions are highlighted as we proceed.
What Electronic Media Criticism, Third Edition, does not seek to do is contribute
cutting-edge research in semiotics or quantitative methodologies. Instead, this book gives
students interested in media careers (as well as people whose careers are already in
progress) a pragmatic understanding of the program-relevant issues, content, structures,
and practices that shape our profession. Simultaneously, this book strives to serve as a
creator/consumer training manual in how to dissect and cope with programming on a
practical, day-to-day basis. Consequently, the discussions that follow are a blending of
the insights of both industry and academic authorities. Trade publications are cited as
frequently as are scholarly monographs—because both perspectives are essential to a
broad-ranging enterprise such as ours if we are to develop a valid and viable critical
outlook.
Likewise, instead of presenting one way to assess one type of electronic media
content, we explore several procedures that might be used to understand and legitimately
evaluate a wide spectrum of genres. In lieu of advocating a single critical approach or
methodology, therefore, Electronic Media Criticism, Third Edition, illuminates several
such systems, each of which can be independently pursued or abandoned as the reader’s
interest, philosophy, and occupational experience determine.
Along the way, it is hoped that your personal critical sense will be stimulated or,
in the words of eminent broadcast critic Robert Lewis Shayon, “revved up” to the
enormously important practice of electronic media analysis:
The critical faculty, though apparently inactive in many individuals, is actually quietly
idling, like a motor. It needs to be revved up, to accelerate critically, and to fire other
idling motors . . . Once revved up, they can hopefully take off to make their own critical
contacts.
2
To lead you toward this point of combustion, we begin with four chapters that define
the critical arena. Chapter 1 delineates the role of criticism, why legitimate media
Prefacexiv