America in JeruSALEm: Globalization, National Identity, and Israeli Advertising
By: Anat First (author), Eli Avraham (author)Hardback
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America in JeruSALEm develops a model that demonstrates the process of Americanization versus national identity in small countries toward the end of the twentieth century and the beginning of the twenty-first, using advertisements to understand this process. The authors present Israel as a test case because it is trying to maintain a new Israeli culture, a Jewish tradition, and a unique language-Hebrew-against the background of an ongoing national conflict.
Anat First is professor of communications at Netanya Academic College in Israel. She is co-author with Hanna Adoni of Structural Dilemmas in the Consolidation Research and Teaching: The Case of the Department of Communication at Hebrew University and co-author with Eli Avraham ofCoverage of Israeli Arabs in Israeli Media. Eli Avraham is senior lecturer of communication at the University of Haifa in Israel. He is author ofThe Media in Israel, Center and Periphery, The Hidden Israel, Campaigns for Promoting and Marketing Cities in Israel, Behind Media Marginality: Coverage of Social Groups and Places in the Israeli Press, andMedia Strategies for Marketing Places in Crisis: Improving the Image of Cities, Countries, and Tourist Destinations.
Chapter 1 Introduction Chapter 2 Chapter 1. Globalization, Americanization, Advertising, and Israeli Society Chapter 3 Chapter 2. The National Sphere Chapter 4 Chapter 3. The Geographical Sphere Chapter 5 Chapter 4. The Capitalist-Economic Sphere Chapter 6 Chapter 5. The Cultural Sphere Chapter 7 Chapter 6. National Identity, Advertising, and Patriotism during Crisis Chapter 8 Chapter 7. Conclusions
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- ID: 9780739133255
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