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Index
Preface Acknowledgments About the Author PART I. INTRODUCTION TO THE MEDIA Chapter 1. Living in a Media World: An Introduction to Mass Communication Levels of Communication Intrapersonal Communication Interpersonal Communication Group Communication Mass Communication A Mix of Levels Elements of Mass Communication The Players in the Mass Communication Process • Media Transformations: When Media Connect Us to the Most Remote Places on Earth Contemporary Models of Mass Communication Evolution of the Media World Before Print: Pre-Mass Media Communication Networks Print: Arrival of the Book Electronic Networks: Telegraph, Gramophone, Radio, Movies, and Television • Test Your Media Literacy: Can Television Take Anything Seriously? Online and Mobile Media: Interactive Communication Understanding the Media World Defining Media Literacy The Seven Secrets About the Media “They” Don’t Want You to Know • Test Your Media Literacy: What Did the Media’s Future Look Like in the Past? Chapter Review Chapter Summary Key Terms Review Questions Chapter 2. Mass Communication Effects: How Society and Media Interact History of Media Effects Research Rise of Mass Society Propaganda and the Direct Effects Model Voter Studies and the Limited Effects Model • Test Your Visual Media Literacy: The Messages in Propaganda The Importance of Meaning and the Critical/Cultural Model Effects of the Media in Our Lives Message Effects Medium Effects • Media Transformations: From Clay to Paper to Electronic Documents Ownership Effects Active Audience Effects Theories of Media and Society Functional Analysis Agenda Setting Uses and Gratifications Theory • Test Your Media Literacy: Working With Theory Social Learning Symbolic Interactionism Spiral of Silence Cultivation Analysis Chapter Review Chapter Summary Key Terms Review Questions Chapter 3. The Media Business: Consolidation, Globalization, and the Long Tail The Development of the Media Business in the United States A Tradition of Private Ownership The Growth of National News Big Media: The Legacy Conglomerates Disney: The Mouse That Grew News Corporation and 21st Century Fox: A Worldwide Giant Splits in Two Time Warner Becomes Warner Media: Starting the Trend That “Smaller Is Better” Viacom and CBS: A Generational Change Bertelsmann: The World’s Largest Publisher Big Media: The New Players Comcast/NBCUniversal: Cable Buys Broadcaster • Media Transformations: What Is the Right Size? The Changing Scale of Media Companies Alphabet: Google and Company • Test Your Visual Media Literacy: Google Doodles Apple: Reinventing the Media Media Economics and the Long Tail The Short Head Versus the Long Tail Characteristics of the Long Tail Consequences of the Long Tail Big Players in the Long Tail Chapter Review Chapter Summary Key Terms Review Questions PART II. WRITTEN MEDIA Chapter 4. Books: The Birth of the Mass Media The Development of the Book and Mass Communication Early Books and Writing • Test Your Visual Media Literacy: Emojis Bring Back Picture Writing The Development of the Printing Press The Invention of Mass Culture • Test Your Media Literacy: How Do Words Get Into the Dictionary? Books in the New World The Development of Large-Scale, Mass-Produced Books Buying and Selling Books Publishers Authors Booksellers Books and the Long Tail • Media Transformations: The Textbook Business Books and Culture The Importance of Blockbuster Books • Test Your Media Literacy: Libraries Books and Censorship • Test Your Visual Media Literacy: Comics Don’t Have to Be Funny The Future of Books Chapter Review Chapter Summary Key Terms Review Questions Chapter 5. Magazines: The Power of Words and Images The Development of a National Culture Early Magazines The Saturday Evening Post The Birth of Photojournalism The Magazine Business The Economics of Magazine Publishing Trade Magazines Literary and Commentary Magazines Newsmagazines Women’s Magazines Men’s Magazines Magazines and Modern Society Magazines and Body Image • Test Your Visual Media Literacy: Presenting a Broader Range of Beauty Who’s in Control? Advertising Versus Editorial The Importance of Magazine Covers The Future of Magazines Magazines for the Twenty-First Century • Media Transformations: Going From Paper to Digital Magazines in the Digital Age Chapter Review Chapter Summary Key Terms Review Questions Chapter 6. Newspapers and the News: Reflection of a Democratic Society Inventing the Modern Press Colonial Publishing: A Tradition of Independence The Penny Press: Newspapers for the People Pulitzer, Hearst, and the Battle for New York City The Tabloids Broadcast News The News Business Newspaper Conglomerates—Consolidation and Profitability Newspapers With a National Reach and Metropolitan Newspapers • Test Your Visual Media Literacy: Comic Strip Tells Story of Syrian Refugee Family Local and Community News News, Politics, and Society • Test Your Media Literacy: The View From Nowhere Sources, Advertisers, and Readers—Whom Do You Please? Media and Political Bias • Media Transformations: Where Do We Go for the News? Patriotism and the Press—Reporters Risk Their Lives to Report the News The Alternative Press The Future of News News in the Age of Mobile Media The Future Is Mobile and Social Chapter Review Chapter Summary Key Terms Review Questions PART III. ELECTRONIC MEDIA Chapter 7. Audio: Music and Talk Across Media History of Sound Recording and Transmission Storing Musical Performances: The Development of the Recording Industry Transmitting Music and Talk: The Birth of Radio From the Golden Age to the Television Age • Test Your Media Literacy: When Is a Radio Show Racist? Radio’s New Look: HD and Satellite Streaming/Downloads: Online and Mobile Audio • Test Your Media Literacy: Podcasting From the Long Tail Music, Youth Culture, and Society Rock ’n’ Roll and the Integration of Music The Changing Face of Popular Music Country: Pop Music for Adults Finding a Niche: Popular Radio Formats Talk Radio: Politics, News, Shock Jocks, and Sports Public Radio Concerns About Effects of Music on Young People Changing the Musical Experience: From Social Music to Personal Soundtracks From Singles to Digital Downloads: Making Money in the Recording Industry LPs Versus 45s CDs and Digital Recording Economics of Streaming and Downloads Radio Consolidates and Goes High-Tech The Future of Sound Music and the Long Tail: Alternatives to Broadcasting • Media Transformations: Working and Living in the Long Tail New Economic Models for the Music Industry Chapter Review Chapter Summary Key Terms Review Questions Chapter 8. Movies: Mass Producing Entertainment The Development of Movies The First Moviemakers The Studio System The Blacklist Television and the Movies The Movie Business The Blockbuster Era Home Video Digital Production and Projection • Media Transformations: As You Like It: Movie Viewership in the Digital Era • Test Your Visual Media Literacy: Are Practical Effects “More Real” Than Digital Effects? What Makes a Movie Profitable? Movies and Society How Much Influence Do Movies Have? Diversity in the Movies • Test Your Visual Media Literacy: Does It Look As If Women Have Major Film Roles? The Production Code: Protecting the Movies From Censorship The Ratings System The Future of Movies Movies as a Brand Movie Promotion on the Internet Movies and the Long Tail Chapter Review Chapter Summary Key Terms Review Questions Chapter 9. Television: Broadcast and Beyond Television: Broadcast and Cable/Satellite Broadcast Television Cable and Satellite Television Digital Television From Broadcasting to Narrowcasting: The Changing Business of Television Networks and Affiliates Educational Broadcasting Becomes Public Broadcasting The Fox Network Defining Ratings An Earthquake in Slow Motion Diversity on Television Television and Society Television as a Major Social Force • Test Your Visual Media Literacy: What Does a TV Show Look Like? How Do Viewers Use Television? Standards for Television • Test Your Media Literacy: No Sense of Place The Problem of Decency Moving Beyond Broadcasting Defining Television in the Twenty-First Century • Media Transformations: The Earthquake in Slow Motion Continues Chapter Review Chapter Summary Key Terms Review Questions Chapter 10. Online Media: The Internet, Social Media, and Video Games The Development of the Internet Packet Switching: Letting Computers Talk to Each Other ARPAnet Connecting Incompatible Networks What Are Online/Mobile Media? Email Texting and Direct Messaging The World Wide Web Search as a Medium Blogs • Test Your Visual Media Literacy: Humans of New York Podcasts and Streaming Media Social Media: Sharing Our Lives Online What Makes Media Social? Who Are Our Social Media? • Test Your Media Literacy: Should the President Be Tweeting? Going Mobile Mobile Apps Video Games as Mass Communication • Media Transformation: Video Games as a Spectator Sport Diversity and Representation in Video Games The Internet and Society The Hacker Ethic Hacking the 2016 Presidential Election The Notion of Cyberspace Broadening Our Online World Conflicts Over Digital Media Convergence of Old and New Media Everything Is Data Chapter Review Chapter Summary Key Terms Review Questions PART IV. STRATEGIC COMMUNICATION Chapter 11. Advertising: Selling a Message The Development of the Advertising Industry The Birth of Consumer Culture The Growth of Brand Names Advertising-Supported Media The Advertising Business The Client The Agency Burger King and Google The Media The Audience • Test Your Media Literacy: Target’s Targeting Advertising in Contemporary Culture The Problem of Clutter Debunking Subliminal Advertising When Advertisements Are More Important Than the Program Advertising to Children • Test Your Media Literacy: Limits on Advertising Food to Children The Future of Advertising Integrated Marketing Communication • Media Transformations: From Advertorials to Native Advertising Is Anyone Watching Television Ads? Product Placement The Long Tail of Advertising Social Marketing Chapter Review Chapter Summary Key Terms Review Questions Chapter 12. Public Relations: Interactions, Relationships, and the News From Press Agentry to Professionalism The Origins of Public Relations • Test Your Media Literacy: False Reports Garner Publicity World War I: The Federal Government Starts Using Public Relations Public Relations Becomes a Profession The Business of Public Relations What Is Public Relations? The Public Relations Process Who Are the Publics? Crisis Communication Public Relations Goes Online • Media Transformations: Coca-Cola Freestyle Public Relations and Society Journalism and Public Relations Public Relations and the Government Spin Control: A More Personal Form of Public Relations Public Relations and the Civil Rights Movement Chapter Review Chapter Summary Key Terms Review Questions PART V. REGULATION AND CONTROL OF THE MEDIA Chapter 13. Media Law: Free Speech and Fairness The Development of a Free Press The First Amendment: “Congress Shall Make No Law” The Roots of American Free Speech Limits on Free Speech in the Post-9/11 Era Protection of Individuals Libel Invasion of Privacy Privacy Law in Europe Free Press/Fair Trial • Test Your Visual Media Literacy: Should Legal Protections Extend to Offensive Speech? Controlling the Press Honesty and the Press Prior Restraint Free Speech and Students Journalists Going to Jail Obscenity • Test Your Media Literacy: When Is Arresting Reporters Considered Acceptable? Regulation of the Media Industry Copyright and Fair Use The Rise and Fall of Broadcast Regulation Mandating Fairness on the Air The Telecommunications Act of 1996 • Media Transformations: Net Neutrality Chapter Review Chapter Summary Key Terms Review Questions Chapter 14. Media Ethics: Truthfulness, Fairness, and Standards of Decency Ethical Principles and Decision Making Aristotle: Virtue and the Golden Mean Kant: The Categorical Imperative John Stuart Mill: The Principle of Utility • Test Your Visual Media Literacy: “It was such a violent collision” John Rawls: The Veil of Ignorance Hutchins Commission: Social Responsibility Ethics The Bok Model for Ethical Decision Making Ethics and News Truthfulness Conflict of Interest Sensationalism • Test Your Media Literacy: Recognizing Fake News, Consumer Responsibility Going Too Far: The News of the World Hacking Scandal When and How Do You Apologize? There Is No “They”: The Sago Mine Disaster Photography Enforcing Ethics Ethics and Persuasive Communication Advertising Ethics in Public Relations Attacks on Women Through Online Media • Media Transformations: Importance of Representation Chapter Review Chapter Summary Key Terms Review Questions Chapter 15. Global Media: Communication Around the World Media Ideals Around the World Authoritarian Theory Communist Theory Libertarian Theory Social Responsibility Theory Norms for the Press in the Twenty-First Century The Internet in the Twenty-First Century Going Global: Media Standards Around the World • Test Your Media Literacy: Updating the Four Theories Canada, Western Europe, and Great Britain • Test Your Visual Media Literacy: Are There Limits to What Media Images Should Display? Central and Latin America Islamic Countries and the Middle East Africa Russia and the Former Soviet Republics • Test Your Media Literacy: How Free Are the World’s Media to Report the News? Asia • Media Transformations: Are We Really Living in a Media World? Chapter Review Chapter Summary Key Terms Review Questions Glossary Notes Index
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