Lee McGuigan

Date of Award


Degree Type


Degree Name

Master of Arts


Media Studies


Dr. Edward Comor


This thesis is a theoretical and historical investigation of interactive television commerce (t-commerce). T-commerce lets viewers buy the commodities appearing in advertisements and program content. Additionally, t-commerce utilizes advanced advertising formats that target consumers precisely with customized advertisements. This thesis is grounded in theories of the audience commodity. It is argued that t-commerce is consistent with the historical trajectory of advertiser-supported television in which profits are generated by producing audiences of consumers. The business of commercial television has always been structured to produce consumers as economic and social products. The linchpin of their value as commodities is their capacity to consume. T- commerce increases the value of audiences of consumers by situating viewers in a marketplace that exhorts impulse buying and monitors consumption-related behaviour.



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