Values and choices in television discourse. A view from both sides of the screen

Discourse and media scholars who study television often focus on the way this medium constructs its messages linguistically and semiotically by words, images, sounds, camera movements and in general by making specific choices that appear to reflect cultural values and ideologies. At the same time, television is a very complex medium whose products are the result of a cooperative effort and are generally created under a number of practical constraints and in response to pressing market imperatives. Professionals who make television focus on the production and coherence of their broadcasts, as well as their responsibility to the audience (both in terms of professional commitment to the viewers and consideration of their evolving tastes), and can rarely take the time to reflect on how their choices may be interpreted beyond immediate broadcast. In short, there are two sides to television: what can be seen on the screen and another behind it, inaccessible to the viewer. This book offers an initial forum in which both academics and practitioners can reflect on the choices that television makes and some of the reasons for them.