Joanne Morreale

This is the first anthology that examines the TV sitcom in terms of its treatment of gender, family, class, race, and ethnic issues. The selections range from early shows such as I Remember Mama (George Lipsitz’s “Why Remember Mama? The Changing Face of a Woman’s Narrative”) to the more recent Roseanne (Kathleen Rowe Karlyn’s “Roseanne: Unruly Woman as a Domestic Goddess”). The volume also looks unflinchingly at major controversies; for example, the NAACP boycott of the stereotypical yet wildly popular Amos ‘n’ Andy and the queer reading of Laverne and Shirley. These diverse essays constitute a veritable history of postwar American mores. Some are classic, some forgotten, but all indicate the importance of considering text and subtext (social, historic, industrial) in the critical study of television. A final chapter by Joanne Morreale bids sitcoms adieu with the “cultural spectacle of Seinfeld’s last episode.”

A Reader

Critiquing the Sitcom

Herbert W. Simons

Bruce E. Gronbeck

Persuasion in Society provides a comprehensive guide to the understanding, practice and analysis of persuasion in society and its psychological dynamics.

Persuasion in Society

This book is a postmodern analysis of Ronald Reagans 1984 film, A New Beginning, which marked the coming-of-age of the televisual political campaign film. The film was a landmark in the art of political filmmaking. Its thesis proclaimed a resurgence of American pride, patriotism, and prosperity under the leadership of Ronald Reagan. A New Beginning was unprecedented for a number of reasons: it replaced the traditional nominating speech for the candidate at the Republican National Convention; its form was a hybrid documentary and advertisement; it illustrated the use of televisual rebirth rhetoric to gain public support for a political ideology; and, most importantly, the masterful project documented a shift from verbal to visual rhetoric in American presidential campaigning. The author examines the film as a cultural text and as an effective political tool. Framing, ideology, myth, and visual cliché are analytic tools used to deconstruct the film; the method combines rhetorical theory with communication theory and semiotically-based theories of film and television. Morreale gives insight into the increasingly prevalent use of television to create a political reality.

A Textual Frame Analysis of the Political Campaign Film

A New Beginning

This book is a postmodern analysis of Ronald Reagan's 1984 film, A New Beginning, which marked the coming-of-age of the televisual political campaign film. The film was a landmark in the art of political filmmaking. Its thesis proclaimed a resurgence of American pride, patriotism, and prosperity under the leadership of Ronald Reagan. A New Beginning was unprecedented for a number of reasons: it replaced the traditional nominating speech for the candidate at the Republican National Convention; its form was a hybrid documentary and advertisement; it illustrated the use of televisual rebirth rhetoric to gain public support for a political ideology; and, most importantly, the masterful project documented a shift from verbal to visual rhetoric in American presidential campaigning. The author examines the film as a cultural text and as an effective political tool. Framing, ideology, myth, and visual cliché are analytic tools used to deconstruct the film; the method combines rhetorical theory with communication theory and semiotically-based theories of film and television. Morreale gives insight into the increasingly prevalent use of television to create a political reality.

The Dick Van Dyke Show (CBS 1961–66) was a uniquely self-reflexive sitcom that drew on vaudevillian tropes at a time when vaudeville-based comedy variety was disappearing from television. At the same time, it reflected the liberal politics of the Kennedy era and gave equal time to home and work as it ushered in a new image of the sitcom family. In The Dick Van Dyke Show, author Joanne Morreale analyzes the series’ innovative form and content that altered the terrain of the television sitcom. Morreale begins by finding the roots of The Dick Van Dyke Show in the vaudeville-based comedy variety show and the “showbiz” sitcom, even as it brought notable updates to the form. She also considers how the series reflects the social context of Kennedy’s New Frontier and its impact on the television industry, as The Dick Van Dyke Show responded to criticisms of television as mass entertainment. She goes on to examine the series as an early example of quality television that also pointed to the complex narrative of today, examining the show’s progressive representations of race, ethnicity, and gender that influenced the content of later sitcoms. Morreale concludes by considering The Dick Van Dyke Show’s afterlife, suggesting that the various reappearances of the characters and the show itself demonstrates television’s “transseriality.” Fans of The Dick Van Dyke Show and readers interested in American television and cultural history will appreciate this insightful reading of the series.

Joanne Morreale

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