journal article Open Access Jan 01, 2015

Arturo Toscanini at NBC

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Abstract
This article presents and analyses various aspects of how the orchestra conductor Arturo Toscanini was represented in the media and perceived during his years under contract with the National Broadcasting Company, from 1937 to 1954. Over the course of this period, NBC helped elevate him to mythic status using mass media advertising techniques to boost his popularity throughout the United States. In reality, behind Toscanini’s collaboration with the American broadcasting network was an artistic, political and economic agenda which served the interests of both parties.
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References
61
[1]
Sources
[2]
Archives de la NBC, Library of Congress, Washington D.C.
[3]
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[4]
The NBC Symphony Orchestra, New York, 1938.
[5]
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[6]
« Gershwin's Mother pays war tribute to Toscanini for first rendition of famous jazz classic », NBC Press Department, New York, 14 October 1942, NBC press release, Folder .1238.
[7]
« America's Top dance band conductors acclaim Toscanini for Rhapsody in Blue presentation », 23 October 1942, NBC press release, Folder .1238.
[8]
« President Roosevelt lauds Toscanini for its devotion to cause of liberty », 20 April 1943, NBC press release, Folder .1238.
[9]
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[10]
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[11]
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[12]
Letter from Arturo Toscanini to David Sarnoff dated 8 February 1937, NBC press release, Folder . 1243.
[13]
Letter from Arturo Toscanini to John F. Royal dated 24 December 1937, NBC press release, Folder . 1242.
[14]
Letter from David Sarnoff to Arturo Toscanini dated , «7 March 1948, « NBC's upcoming gift to him of a 1948 Cadillac equipped with a mobile telephone », Folder .1240.
[15]
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[22]
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[23]
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Dunlap, Orrin, « Sound and fury; Listeners Wish Radio Would “Shush” Studio Applause and Stop Other Pests », New York Times, 5 September 1937.
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Taubman, Howard, « Toscanini concert is telecast by NBC », New York Times, 21 March 1948.
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Unkown, « The Messenger Boy. Mr. David Sarnoff, who began his life in America as a messenger boy, has again glorified his office », New York Times, 7 March 1938.
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Fortune Magazine
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Davenport, Marcia & Russell, « Toscanini on the Air », Fortune Magazine, January 1938.
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Liebling, Leonard, « His Musical Majesty Arturo Toscanini », Radio Guide, December 1937.
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Chase, Francis, « Toscanini the Mysterious », Radio Guide, March 1940.
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Curtis, Mitchell, « Medal of Merit awarded to Arturo Toscanini », Radio Guide, January 1938.
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Haenley, Jack, « The Ten most Unusual People in Radio », Radio Stars, October 1938.
[38]
Petersen, Elisabeth Benneche, « The Housewife be pleased », Radio Stars, October 1938.
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Autres
[40]
« Petrillo relents Television presents Toscanini » and « Rival CBS program featured a maestro who ate cough drops », Life Magazine, 5 April 1948, p.43-46.
[41]
« Toscanini by Television », Newsweek, 29 March 1948, p.79. 10.1080/0005772x.1948.11096555
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Delong, Thomas A., The Mighty Music Box. The Golden Age of Musical Radio, Los Angeles, Amber Crest Books, 1980.
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Dunning, John, On the Air. The Encyclopedia of Old-Time Radio, New York, Oxford University Press, 1998.

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Published
Jan 01, 2015
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Sandrine Khoudja-Coyez (2015). Arturo Toscanini at NBC. Transposition, 5. https://doi.org/10.4000/transposition.1277