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Index
Dedication
Title
Copyright
Brief Contents
Contents
Preface
About the Author
PART I INTRODUCTION TO THE MEDIA
Chapter 1. Living in a Media World
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
Test Your Media Literacy: When Media Coverage Is a Life or Death Issue
Contemporary Models of Mass Communication
Test Your Media Literacy: Can Television Take Anything Seriously?
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
The Internet: Interactive Communication
Media Consumption
Understanding the Media World
Defining Media Literacy
Seven Truths About the Media “They” Don’t Want You to Know
Test Your Media Literacy: Children’s Media Use
Chapter Summary
Key Terms
Concept Review
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
The Importance of Meaning and the Critical/Cultural Model
Test Your Visual Media Literacy: The Messages in Propaganda
Effects of the Media in Our Lives
Message Effects
Medium Effects
Ownership Effects
Active Audience Effects
Theories of Media and Society
Functional Analysis
Agenda Setting
Uses and Gratifications Theory
Social Learning
Symbolic Interactionism
Spiral of Silence
Media Logic
Cultivation Analysis
Test Your Media Literacy: Effects of Television Violence
Media, Politics, and Society
How Do Political Campaigns Affect Voters?
Media and Political Bias
Test Your Media Literacy: Bias in the News
Chapter Summary
Key Terms
Concept Review
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 Conglomerates
Disney: The Mouse That Grew
News Corporation: A Worldwide Giant
Test Your Media Literacy: News of the World Hacking Scandal
Time Warner: Is Smaller Better?
Viacom and CBS: Two Companies, Same Management
Bertelsmann: The World’s Largest Publisher
Big Media: The New Players
Comcast/NBCUniversal: Cable Buys Broadcaster
Google: Making Search Mass Media
Other Major Players
Test Your Media Literacy: Google’s Core Principles
Media Economics and the Long Tail
The Short Head Versus the Long Tail
Characteristics of the Long Tail
Consequences of the Long Tail
Who Controls the Media?
Owners
Advertisers
Government
Special Interest Groups
News Sources
Audiences
Chapter Summary
Key Terms
Concept Review
PART II PRINT MEDIA
Chapter 4. Books: The Birth of the Mass Media
The Development of the Book and Mass Communication
Early Books and 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
Test Your Media Literacy: Three Cups of Fabrication
The Textbook Business
Books and Culture
The Importance of Blockbuster Books
Test Your Visual Media Literacy: You Can’t Judge a Book by Its Cover?
Books and Censorship
The Future of Books
Books and the Long Tail
Electronic Publishing and Print-on-Demand
Test Your Media Literacy: What’s Not to Like about E-Books?
Chapter Summary
Key Terms
Concept Review
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
Magazines in the Digital Age
Test Your Media Literacy: Tablets for Magazines
Chapter Summary
Key Terms
Concept Review
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
National Newspapers
Test Your Media Literacy: Truth-Telling as a Journalistic Priority
The Metropolitan Press
Community and Suburban Papers
News and Society
Sources, Advertisers, and Readers—Whom Do You Please?
Patriotism and the Press—Reporters Risk Their Lives to Report the News
The Alternative Press
The Future of Newspapers
Are Newspapers a Dying Medium?
Test Your Media Literacy: Can Journalists Be on Social Media?
Newspapers in the Twenty-first Century
Chapter Summary
Key Terms
Concept Review
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?
Changing the Musical Experience: From Social Music to Personal Soundtracks
Music, Youth Culture, and Society
“Rock ‘n’ Roll” and the Integration of Music
The Changing Face of Popular Music
Country: Pop Music for Adults
Concerns About Effects of Music on Young People
From Singles to Digital Downloads: Making Money in the Recording Industry
LPs Versus 45s
Compact Discs and Digital Recording
Music on the Internet
Test Your Media Literacy: Who Is Being Hurt by Declining Sales of Recorded Music?
The Business of Radio
Finding a Niche: Popular Radio Formats
Talk Radio: Politics, News, Shock Jocks, and Sports
Radio Consolidates and Goes High Tech
Public Radio
The Future of Sound
Radio’s New Look: HD and Satellite
Music and the Long Tail: Alternatives to Broadcasting
New Economic Models for the Music Industry
Chapter Summary
Key Terms
Concept Review
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
What Makes a Movie Profitable?
Movies and Society
How Much Influence Do Movies Have?
Test Your Visual Media Literacy: Does It Look Like Women Have Major Film Roles?
The Production Code: Protecting the Movies from Censorship
The Ratings System
The Future of Movies
Movies as a Brand
Test Your Media Literacy: Movie Ratings
Movie Promotion on the Internet
Movies and the Long Tail
Chapter Summary
Key Terms
Concept Review
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
Test Your Visual Media Literacy: What Does a TV Show Look Like?
Television and Society
Television as a Major Social Force
How Do Viewers Use Television?
Standards for Television
Test Your Media Literacy: No Sense of Place
The Problem of Decency
The Future of Television
Interactive Television
The Earthquake in Slow Motion Continues
Chapter Summary
Key Terms
Concept Review
Chapter 10. The Internet: Mass Communication Gets Personal
The Development of the Internet
Packet Switching: Letting Computers Talk to Each Other
ARPAnet
Connecting Incompatible Networks
Computers as Communication Tools
Interpersonal Communication: E-mail and Instant Messaging
Group Communication: Listservs and Newsgroups
Mass Communication: The World Wide Web
Bringing the Net to the Public
Social Media: Sharing Our Lives Online
Test Your Visual Media Literacy: One Does Not Simply Create a Meme …
Facebook
Twitter
New Media and Online Entertainment
Traditional Versus New Media
Giving Individuals a Voice
Test Your Media Literacy: Who Protects Free Speech for Chinese Bloggers?
Search as a Medium
The Long Tail of Internet News
The Internet and Society
The Hacker Ethic
Test Your Media Literacy: How Much Privacy Do You Have with Your Social Media Accounts?
The Notion of Cyberspace
Community on the Net
Conflicts over Digital Media
Convergence of Old and New Media
Chapter Summary
Key Terms
Concept Review
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
The Media
The Audience
Test Your Media Literacy: Advertising to Targeted Markets
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
Is Anyone Watching Television Ads?
Product Placement
The Long Tail of Advertising
Chapter Summary
Key Terms
Concept Review
Chapter 12. Public Relations: Interactions, Relationships, and the News
From Press Agentry to Professionalism
The Origins of Public Relations
World War I: The Federal Government Starts Using Public Relations
Test Your Media Literacy: False Reports Garner Publicity
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 and the Internet
Public Relations and Society
Public Relations Supports the News Business
Public Relations and the Government
Spin Control: A More Personal Form of Public Relations
Test Your Media Literacy: Occupying the News
Public Relations and Political Activism
Public Relations and the Civil Rights Movement
Chapter Summary
Key Terms
Concept Review
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
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: Citizens United v. Federal Election Commission
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
Chapter Summary
Key Terms
Concept Review
Chapter 14. Media Ethics: Truthfulness, Fairness, and Standards of Decency
Ethical Principles and Decision Making
Aristotle: Virtue and the Golden Mean
Test Your Visual Media Literacy: The Falling Man
Kant: The Categorical Imperative
John Stuart Mill: The Principle of Utility
John Rawls: The Veil of Ignorance
Hutchins Commission: Social Responsibility Ethics
The Bok Model for Ethical Decision Making
Ethics and News
Truthfulness
Corporate Conflict of Interest
Test Your Media Literacy: When is Deception by Reporters Acceptable?
Sensationalism
When and How Do You Apologize?
There Is No “They”: The Sago Mine Disaster
Photography
Test Your Media Literacy: Disability and Humor
Enforcing Ethics
Ethics and Persuasive Communication
Advertising
Ethics in Public Relations
Chapter Summary
Key Terms
Concept Review
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
Test Your Media Literacy: Updating the Four Theories
The Internet in the Twenty-first Century
Going Global: Media Standards Around the World
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
Asia
Dangers to Journalists
Test Your Media Literacy: How Free Are the World’s Media to Report the News?
Marshall McLuhan’s Global Village
Chapter Summary
Key Terms
Concept Review
Notes
Glossary
Photo Credits
Index
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