I would like to dedicate the book to those critics whom I have so summarily defined as apocalyptics. Without their unjust, biased, neurotic, desperate censure, I would never have elaborated three quarters of the ideas that I want to share here; without them, perhaps none of us would have realized that the question of mass culture is one in which we are all deeply involved. It is a sign of contradiction in our civilization. - Umberto Eco. This is a witty and erudite collection of Umberto Eco's essays on mass culture from the 1960s through the 1980s, including major pieces never before published in English. The discussion is framed by opposing characterizations of current intellectuals as either apocalyptic (or opposed to all mass culture) or integrated intellectuals (who are so much a part of mass culture as to be unaware of serving it). Organized into four main parts - "Mass Culture: Apocalypse Postponed," "Mass Media and the Limits of Communication," "The Rise and Fall of Countercultures," and "In Search of Italian Genius" - Eco's essays look at a variety of topics and cultural productions, including the world of Charlie Brown, distinctions between highbrow and lowbrow, the future of literacy, Chinese comic strips, whether countercultures exist, Fellini's "Ginger and Fred", and the Italian genius industry.