Acknowledgments  ix

Introduction. Television, Hospital, Home  1

1. Convalescent Companions: Hospital Entertainment before Television  23

2. Television Goes to the Modern Hospital  49

3. Positioning the Patient: The Spatial Therapeutics of Hospital Television  71

4. Television in and out of the Hospital: Broadcasting Directly to the Consumer-Patient  93

5. Mediated Agency: Consumer-Patients and Pfizer's Viagra Commercials  115

Conclusion. Our Bodies, Our (TV) Selves  141

Notes  155

Selected Bibliography  187

Index  197

"Prescription TV is a beautifully written and persuasive account of television’s medical applications at home and in the hospital over the decades. Joy V. Fuqua's prose moves deftly between individual case studies and critical analysis of the forces that have transformed TV viewers into patients and consumers. Medicine today is big business, and anyone interested in the way television structures power within the health industry should read this groundbreaking book."—Anna McCarthy, author of The Citizen Machine: Governing by Television in 1950s America

"After reading Prescription TV, you’ll never watch ads for Viagra—or any other prescription drug—in the same way again. Joy V. Fuqua navigates the historical, material, and cultural dimensions of television’s role in cultivating the modern consumer-patient. She demonstrates how television is implicated in professional and colloquial discourses of health, medicine, and consumer agency, and how it has reconfigured ideas about medical and therapeutic space in the hospital and the home."—Mimi White, author of Tele-Advising: Therapeutic Discourse in American Television

Permission to Photocopy (coursepacks)

If you are requesting permission to photocopy material for classroom use, please contact the Copyright Clearance Center at copyright.com;

If the Copyright Clearance Center cannot grant permission, you may request permission from our Copyrights & Permissions Manager (use Contact Information listed below).

Permission to Reprint

If you are requesting permission to reprint DUP material (journal or book selection) in another book or in any other format, contact our Copyrights & Permissions Manager (use Contact Information listed below).

Images/Art

Many images/art used in material copyrighted by Duke University Press are controlled, not by the Press, but by the owner of the image. Please check the credit line adjacent to the illustration, as well as the front and back matter of the book for a list of credits. You must obtain permission directly from the owner of the image. Occasionally, Duke University Press controls the rights to maps or other drawings. Please direct permission requests for these images to permissions@dukeupress.edu.
For book covers to accompany reviews, please contact the publicity department.

Subsidiary Rights/Foreign Translations

If you're interested in a Duke University Press book for subsidiary rights/translations, please contact permissions@dukeupress.edu. Include the book title/author, rights sought, and estimated print run.

Disability Requests

Instructions for requesting an electronic text on behalf of a student with disabilities are available here.

Rights & Permissions Contact Information

Email: permissions@dukeupress.edu

Email contact for coursepacks: asstpermissions@dukeupress.edu

Fax: 919-688-4574

Mail:
Duke University Press
Rights and Permissions
905 W. Main Street
Suite 18B
Durham, NC 27701

For all requests please include:

1. Author's name. If book has an editor that is different from the article author, include editor's name also.

2. Title of the journal article or book chapter and title of journal or title of book

3. Page numbers (if excerpting, provide specifics)

For coursepacks, please also note: The number of copies requested, the school and professor requesting

For reprints and subsidiary rights, please also note: Your volume title, publication date, publisher, print run, page count, rights sought