Sesame Street
A Transnational History
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Product details:
- Publisher OUP USA
- Date of Publication 14 June 2023
- ISBN 9780197554159
- Binding Hardback
- No. of pages288 pages
- Size 156x235x20 mm
- Weight 540 g
- Language English
- Illustrations 17 B&W halftones 295
Categories
Short description:
Sesame Street: A Transnational History tells the story of how the American TV show became a global brand. Based on archival research across seven countries, the book demonstrates how Sesame Street, from the very beginning, was a commodity assertively marketed all over the world. Author Helle Strandgaard Jensen deftly examines the sophisticated sales strategies crafted to promote the show-and why they did not always work. Seeing the sales from the perspective of both the vendor and potential vendees, the book lays bare a cultural clash of international proportions rooted in divergent approaches to childhood, education, and television production that are still around today.
MoreLong description:
In Sesame Street: A Transnational History, author Helle Strandgaard Jensen tells the story of how the American television show became a global brand. Jensen argues that because the show's domestic production was not financially viable from the beginning, Sesame Street became a commodity that its producers assertively marketed all over the world. Sesame Street: A Transnational History combines archival research from seven countries, bolstering an insightful analysis of how local reception and rejection of the show related to the global sales strategies and American ideals it was built upon.
Contrary to the producers' oft-publicized claims of Sesame Street's universality, the show was heavily shaped by a fixed set of assumptions about childhood, education, and commercial entertainment. This made sales difficult as Sesame Street met both skepticism and direct hostility from foreign television producers who did not share these ideals. Drawing on insights from new histories about childhood, education, and transnational media, the book lays bare a cultural clash of international proportions rooted in divergent approaches to children's television. In doing so, it provides a reflective backdrop to the many ongoing debates about children's media.
In contrasting the positive receptions and renunciations of Sesame Street, Jensen demonstrates that it was only after a substantial rethinking of Sesame Street's aims and business model that this program ended up on numerous broadcasting schedules by the mid-1970s. Along the way, this rethinking and the constant negotiations with potential international buyers created and shaped the business and corporate brand that paved the way for the Sesame Street we know today.
Jensen's thought-provoking and well-researched book is sure to spark conversation among historians of education and childhood, as well as scholars interested in the transnational and global movement of media and ideas.
Table of Contents:
Preface
INTRODUCTION
Culture-Free TV?
CHAPTER 1
Domestic Origins: The Workshop's Business Model
CHAPTER 2
Ensuring Early Success: Strategies to Conquer the International Market
CHAPTER 3
Ban and Bother: The Workshop's troubles in the UK
CHAPTER 4
Negotiating Local Needs: Sesame Street in West Germany
CHAPTER 5
Other Childhoods: Sesame Street in Scandinavia
CONCLUSION
Narrow Vision: Looking Back at a Global Success
Consulted Archival Material
Bibliography
Index
