Public Television for Sale: Media, the Market and the Public Sphere Book

	List of Tables and Figures
	Acknowledgments
1	Public Television: The Historical and Political Context	1
	Shifting Political Pressures: From Johnson to Reagan	2
	The Privatization of Public Television	5
	1992: Renewed Attack on Public Television	6
	Behind the Conservative Critique	7
	Public Television Fundamentals	11
2	The Political Economy of Mass Media	25
	Media and the Market	28
	Ratings and the Market	33
	Ratings and Democracy	34
	Television and the Public Interest	37
	Public Service Broadcasting	41
3	Early Visions of Public Television	47
	The Use of Ideal-Types	48
	Components of a Public Television System	49
	Previous Research on Public Television	55
	Moving Forward	63
	A Note on Method	63
4	The Content of Public Television: A Case Study of the MacNeil/Lehrer NewsHour	67
	Comparing ABC and PBS	70
	Stories on MacNeil/Lehrer and World News Tonight	72
	Guests on MacNeil/Lehrer and Nightline	75
	Issue Analysis: China, Environment, Economy, Central America	76
	Interpretation	84
5	Funding and the Politics of Programming	89
	Funding and Risk Taking	93
	Funding-Driven Programming	97
	Corporate Funding	100
	Funding Controversial Programs	103
	Frontline	108
	Self-Censorship	109
	Member Considerations	112
	The Funding Market	113
6	Audiences, Markets, and the Public	115
	Ratings in Public Television	117
	Ratings and Success	125
	Promotion, Participation, and Outreach	130
	The Public as a Market	134
7	Goal Ambiguity and Organizational Survival	137
	Defining Public Television's Mission	138
	Individual Goals	143
	Collective Identity	148
	Two Dilemmas	151
	Mission Versus the Market	155
8	Democracy and the Future of Public Television	157
	The Technology of Television	160
	Market, State, and Civil Society	162
	The Privatization of Culture?	165
	Principles of a Democratic Public Television	167
	Moving Toward a New Public Television	177
	Methodological Appendix	181
	References	187
	About the Book and Author	197
	Index	199