CONTENTS 1. Cultural Studies, Multiculturalism and Media Culture 1 2. The New Media Giants Changing Industry Structur 18 3. The Meaning of Memory Family, Class and Ethnicity in Early Network Television 46 4. Naked Capitalists 57 5. Hegemony 78 6. Women Read the Romance : Interaction of Text and Context 85 7. Black Sitcom Portrayals 103 8. The Whites of their Eyes : Racist Ideologies and the Media 117 9. Hetero Barbie? 124 10. Popular Culture and Queer Representation : A Critical Perspective 129 11. White Negroes 148 12. Inventing the Cosmo Girl Class Identity and Girl-Style American Dreams 153 13. Living Single and the Fight for Mr. Right Latifah Don't Play 169 14. Who(se) Am I? The Identity and Image of Women in Hip-Hop 179 15. Space Jam Media Conglomerates Build the Entertainment City 198 16. Kids for Sale: Corporate Culture and the Challenge of Public Schooling 213 17. The Greatest Story Ever Sold: Marketing and the O.J. Simpson Trial 219 18. The New Politics of Consumption: Why Americans Want So Much More Than They Need228 19. Nike, Social Responsibility, and the Hidden Abode of Production 248 20. You've Never had a Friend Like Me Target Marketing Disney to a Gay Community 258 21. Advertising and the Political Economy of Lesbian/Gay Identity 268 22. Sex, Lies and Advertising 283 23. In Spite of Women: Esquire Magazine and the Construction of the Male Consumer 294 Index311