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Advertising, the Uneasy Persuasion: Its Dubious Impact on American Society. By Michael Schudson. (New York: Basic Books, 1984. vii + 288 pp. $17.95.)

Henry found that their crusade had recruited few followers among the general public, which gave every evidence of preferring a good old western to a public affairs discussion. Hence there was no particular pressure upon the congressional establishment, for instance, to accede to the proposals of the FCC reformers who wanted to increase the power of the commission. The result was that the FCC proved ineffective in producing any noticeable changes in programming practices, and reformers turned to the noncommercial broadcasting alternative as the means to create some diversity in television offerings. Baughman's research is impressive, and it includes interviews with many of the principals in his account. His style is quite readable, though his device of introducing a chapter with a precis of its contents, and then summarizing those contents again at the end of the chapter, seems more appropriate to a doctoral dissertation (which this originally was) than to a published monograph. Nevertheless, the book is highly recommended as a welcome treatment of an important moment in the history of the broadcasting industry's regulatory experience.