ABSTRACT
Television co-produced a kind of serialized idea of the modern home, which became more and more the center of post-Fordist principles of economic organization. At the same time, television from the start has been in a dynamic state of transformation within continuously changing media environments and has been used in vastly different ways in different local and cultural contexts. In addition, it generated and symbolized a modern inner space, in and towards which a large part of the Western European postwar generation's consumer desires were concentrated and developed. From a critical perspective against totalizing concepts of Americanization, it is necessary to reclaim studies on those differences. It is a significant paradox that research on television was a form of knowledge production from the beginning, like consumer measurement, was part of marketing strategies that signify the American paradigm of consumer modernity.
