Export of Meaning

Tamar Liebes is Lecturer in Communication at the Hebrew University of Jerusalem and was formerly a radio producer at the Israel Broadcasting Authority. Elihu Katz is Professor at the Annenburg School of Communication, University of Pennsylvania, Emeritus Professor of Sociology and Communication at the Hebrew University of Jerusalem, and Scientific Director of the Israel Institute of Applied Social Research.

'This is an important book that thoroughly deserves the attention it will no doubt get from media scholars in many countries ... The authors ... deserve, above all, our admiration for making a major contribution to furthering our understanding not only of cultural imperialism but of the fundamental processes of media consumption.' Journal of Communication '... A new edition of the provocative 1990 book by veteran international communication scholar Elihu Katz and his colleague Tamar Liebes.' Media Information Australia

• Introduction to the 1993 Edition. Preface.1. On Viewing Dallas Overseas: Introduction to the Study.2. Reading Television: Television as Text and Viewers as Decoders.3. The Research Design.4. One Moroccan Group: A Transcipt and Commentary.5. Cultural Differences in the Retelling of an Episode.6. Mutual Aid in the Decoding of Dallas. .7. Referential Reading.8. Critical Reading.9. Neither Here Nor There: Why Dallas Failed in Japan (with Sumiko Iwao).10. Dallas and Genesis: Primordiality and Seriality in Popular Culture.11. Dallas as an Educational Game.Appendix One.Appendix Two.Appendix Three.Notes.References.Name Index.Subject Index.