Chapter

Trade attitudes towards audience taste

Robert James

in Popular Culture and Working-Class Taste in Britain, 1930-39

Published by Manchester University Press

Published in print September 2010 | ISBN: 9780719080258
Published online July 2012 | e-ISBN: 9781781702444 | DOI: http://dx.doi.org/10.7228/manchester/9780719080258.003.0004
Trade attitudes towards audience taste

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This chapter looks at trade attitudes towards working-class taste in 1930s Britain regarding the restrictions placed upon the working class by various government bodies. The educational role of film, its use for propaganda purposes and the need for fuller control of the industry's output are referred to on a regular basis. The types of product that attracted the ‘mass’ consumer were habitually disparaged in the publishing and cinema industries' primary trade papers, Publishers' Circular and Kinematograph Weekly respectively. Time and again, members of the publishing trade were reproved if they displayed a too-liberal attitude towards reading's social and cultural role. The cinema industry was less conservative, and, therefore, more responsive to popular taste and consumer pleasure, but the improvement ethos nonetheless existed. However, the fact that popular texts continued to be produced is evidence that many trade personnel were not as naïve as to bow to the pressure put upon them by their trade representatives.

Keywords: trade attitudes; publishing; cinema industry; trade papers; liberal attitude

Chapter.  10425 words. 

Subjects: Social and Cultural History

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