Over the Edge

Over the Edge

How the Pursuit of Youth by Marketers and the Media Has Changed American Culture

Book - 2005
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Book News
Bogart analyzes the effects of the media's relentless--and perhaps ill-advised--pursuit of consumers in the 18-34 age group. Drawing upon his experience as a researcher and practitioner in media and marketing as well as interviews with media producers, he traces the connection between commercial interests and plummeting standards of propriety in movies and television. He also explains how the use of rating systems intended to keep children away from unsuitable content often has the effect of enticing them instead. Annotation ©2006 Book News, Inc., Portland, OR (booknews.com)

Natl Book Network
For decades young people in the 18-to-34 age group have been the darlings of advertisers and marketers who yearn for greater sales and the elusive "buzz" of publicity. As a consequence of this focus, Bogart argues, media content itself has changed. Sex and violence have become endemic in movies and TV because they attract young audiences. This momentous shift has come about despite a flawed marketing premise—the idea that young audiences are the most valuable consumers does not jibe with the evidence. Drawing on long experience as a scholar and practitioner, and using extensive research and exclusive interviews with media producers, Bogart traces the connection between commercial interests and standards of propriety in movies and television. "This provocative book contains an implicit challenge to America's big media which they will ignore at their peril, as they probably will."—Reuven Frank, former president NBC News.

Publisher: Chicago, Ill. : Ivan R. Dee, 2005
ISBN: 9781566636339
Characteristics: xii, 323 p. ; 24 cm


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