{"title":"História Da Comunicação","description":null,"products":[{"product_id":"divine-art-infernal-machine","title":"Divine Art, Infernal Machine","description":"\u003cp\u003eThere is a longstanding confusion of Johann Fust, Gutenberg's one-time business partner, with the notorious Doctor Faustus. The association is not surprising to Elizabeth L. Eisenstein, for from its very early days the printing press was viewed by some as black magic. For the most part, however, it was welcomed as a divine art by Western churchmen and statesmen. Sixteenth-century Lutherans hailed it for emancipating Germans from papal rule, and seventeenth-century English radicals viewed it as a weapon against bishops and kings. While an early colonial governor of Virginia thanked God for the absence of printing in his colony, a century later, revolutionaries on both sides of the Atlantic paid tribute to Gutenberg for setting in motion an irreversible movement that undermined the rule of priests and kings. Yet scholars continued to praise printing as a peaceful art. They celebrated the advancement of learning while expressing concern about information overload.\u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eDivine Art, Infernal Machine\u003c\/i\u003e, Eisenstein, author of the hugely influential \u003ci\u003eThe Printing Press as an Agent of Change\u003c\/i\u003e, has written a magisterial and highly readable account of five centuries of ambivalent attitudes toward printing and printers. Once again, she makes a compelling case for the ways in which technological developments and cultural shifts are intimately related. Always keeping an eye on the present, she recalls how, in the nineteenth century, the steam press was seen both as a giant engine of progress and as signaling the end of a golden age. Predictions that the newspaper would supersede the book proved to be false, and Eisenstein is equally skeptical of pronouncements of the supersession of print by the digital.\u003c\/p\u003e\u003cp\u003eThe use of print has always entailed ambivalence about serving the muses as opposed to profiting from the marketing of commodities. Somewhat newer is the tension between the perceived need to preserve an ever-increasing mass of texts against the very real s\u003c\/p\u003e","brand":"University of Pennsylvania Press","offers":[{"title":"Default Title","offer_id":52635674181999,"sku":"9780812222166","price":194.76,"currency_code":"BRL","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0921\/9384\/9711\/files\/0812222164.jpg?v=1770212601"},{"product_id":"madison-avenue-and-the-color-line","title":"Madison Avenue and the Color Line","description":"\u003cp\u003eUntil now, most works on the history of African Americans in advertising have focused on the depiction of blacks in advertisements. As the first comprehensive examination of African American participation in the industry, \u0026lt;i\u0026gt;Madison Avenue and the Color Line\u0026lt;\/i\u0026gt; breaks new ground by examining the history of black advertising employees and agency owners.\u003c\/p\u003e\u003cp\u003eFor much of the twentieth century, even as advertisers chased African American consumer dollars, the doors to most advertising agencies were firmly closed to African American professionals. Over time, black participation in the industry resulted from the combined efforts of black media, civil rights groups, black consumers, government organizations, and black advertising and marketing professionals working outside white agencies. Blacks positioned themselves for jobs within the advertising industry, especially as experts on the black consumer market, and then used their status to alter stereotypical perceptions of black consumers. By doing so, they became part of the broader effort to build an African American professional and entrepreneurial class and to challenge the negative portrayals of blacks in American culture.\u003c\/p\u003e\u003cp\u003eUsing an extensive review of advertising trade journals, government documents, and organizational papers, as well as personal interviews and the advertisements themselves, Jason Chambers weaves individual biographies together with broader events in U.S. history to tell how blacks struggled to bring equality to the advertising industry.\u003c\/p\u003e","brand":"University of Pennsylvania Press","offers":[{"title":"Default Title","offer_id":52653858029935,"sku":"9780812220605","price":197.04,"currency_code":"BRL","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0921\/9384\/9711\/files\/0812220609.jpg?v=1770744546"},{"product_id":"sounds-of-change","title":"Sounds of Change","description":"When it first appeared in the 1930s, FM radio was a technological marvel, providing better sound and nearly eliminating the static that plagued AM stations. It took another forty years, however, for FM's popularity to surpass that of AM. In \u003ci\u003eSounds of Change\u003c\/i\u003e, Christopher Sterling and Michael Keith detail the history of FM, from its inception to its dominance (for now, at least) of the airwaves.\u003cbr\u003e\u003cbr\u003eInitially, FM's identity as a separate service was stifled, since most FM outlets were AM-owned and simply simulcast AM programming and advertising. A wartime hiatus followed by the rise of television precipitated the failure of hundreds of FM stations. As Sterling and Keith explain, the 1960s brought FCC regulations allowing stereo transmission and requiring FM programs to differ from those broadcast on co-owned AM stations. Forced nonduplication led some FM stations to branch out into experimental programming, which attracted the counterculture movement, minority groups, and noncommercial public and college radio. By 1979, mainstream commercial FM was finally reaching larger audiences than AM. The story of FM since 1980, the authors say, is \u003ci\u003ethe\u003c\/i\u003e story of radio, especially in its many musical formats. But trouble looms. Sterling and Keith conclude by looking ahead to the age of digital radio--which includes satellite and internet stations as well as terrestrial stations--suggesting that FM's decline will be partly a result of self-inflicted wounds--bland programming, excessive advertising, and little variety.\u003cbr\u003e\u003cbr\u003e","brand":"Longleaf Services on behalf of Univ of N. Carolina","offers":[{"title":"Default Title","offer_id":52665662636399,"sku":"9780807858882","price":273.06,"currency_code":"BRL","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0921\/9384\/9711\/files\/0807858889.jpg?v=1770907629"}],"url":"https:\/\/internacional.umlivro.com.br\/collections\/historia-da-comunicacao.oembed","provider":"UmLivro Internacional","version":"1.0","type":"link"}