Digital Kids: Navigating and Making Sense of a World of Choice
Shari Donnenfeld andAndy Goodhand
INTRODUCTION
Television is one of the most effective ways of influencing mass culture. It shapes our lives, attitudes, behaviours and aspirations. This was true in a world of just two to three terrestrial broadcasters and is even more relevant in a cable and satellite multichannel world.
Television broadcasters, faced with a sea of competition in the late 1980s with the introduction of cable and satellite channels, discovered that marketing practices (classically employed by fast moving consumer goods companies) could help position their channels...