PPT Slide
“ …the impartial, objective form of television news situates the viewer as a ‘passive observer, a mere consumer of news. [By contrast] commercials ask us to become active, … to do something, to change, indeed to improve something. But what we’re asked to improve is not the world but our own private situations and selves’…news (objectivity) and commercials (partisanship) act together to ‘position viewers as depoliticized consumers…”
C. Edwin Baker, Advertising and a Democratic Press, Princeton University Press (1994), p. 28, 41, 43.