Anthropology and Mass Communication
Author
: Mark Allen Peterson
Subject
: Mass media and anthropology, Ethnography of Audiences, Ethnography of Media Production, Cottage Culture Industries
Publisher
: Berghahn Books
Summary :I have dabbled in media at least since junior high school, when my
father bought me a used 8mm movie camera. My productions were
fundamentally intertextual, pastiches and parodies of the television and
films I enjoyed viewing. They were also fundamentally social activities,
ways for a loud, socially inept adolescent to bring together a group of
male and female comrades, some of whom might not otherwise have
wanted anything to do with me. I went to Mayo High School in Rochester,
Minnesota, one of the first secondary schools in America to have a fully
fledged television production studio, and at sixteen I was producing
(with a crew of six) a daily, two-minute humorous segment for the
school’s daily ten-to-fifteen minute broadcast, The Spartan Scene.
While an undergraduate majoring in the study of religion at UCLA,
I freelanced for magazines and newspapers, and discovered a lucrative
niche producing institutional newsletters. I was hired to write a screenplay
treatment for a movie about King David, which was never made
(the funding collapsed when Variety announced Dino DeLaurentis was
planning a movie on the same subject starring Richard Gere). Accompanying
my wife to the east coast to pursue her M.Ed., I learned computer
typesetting as a text editor for law books at the Michie Company
in Virginia. When my wife found a job in Washington, DC, I began taking
classes in anthropology at the Catholic University of America, and I
became assistant editor of Anthropological Quarterly. Needing a job, I
lucked into an assistant editorial position at the National Tribune Co.,
where for three years I learned the mysteries of the Washington Press
Corps. The “Trib,” as we affectionately called it, published watchdog
publications on the U.S. Department of Veterans Affairs (and its predecessors),
several congressional committees and some departments of
the Pentagon. It was a great place to work. Hours were flexible, pay was
low, and turnover high; an assistant editor might find himself off to cover a congressional hearing or interviewing a senator because no
reporters were available.
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