영문목차

Preface=xv

PART I. INTRODUCTION TO THE MEDIA

Chapter 1. Living in a Media World=1

Levels of Communication=4

Intrapersonal Communication=4

Interpersonal Communication=5

Group Communication=5

Mass Communication=6

A Mix of Levels=7

Elements of Mass Communication=7

The Players in the Mass Communication Process=7

Test Your Media Literacy : When Media Coverage Is a Life or Death Issue=9

Contemporary Models of Mass Communication=11

Test Your Media Literacy : Can Television Take Anything Seriously?=12

Evolution of the Media World=13

Before Print : Pre-Mass Media Communication Networks=13

Print : Arrival of the Book=13

Electronic Networks : Telegraph, Gramophone, Radio, Movies, and Television=14

The Internet : Interactive Communication=15

Media Consumption=16

Understanding the Media World=17

Defining Media Literacy=17

Seven Truths About the Media "They" Don't Want You to Know=18

Test Your Media Literacy : Children's Media Use=23

Chapter Summary=24

Key Terms=25

Concept Review=25

Chapter 2. Mass Communication Effects : How Society and Media Interact=26

History of Media Effects Research=30

Rise of Mass Society=30

Propaganda and the Direct Effects Model=30

Voter Studies and the Limited Effects Model=30

The Importance of Meaning and the Critical/Cultural Model=31

Test Your Visual Media Literacy : The Messages in Propaganda=32

Effects of the Media in Our Lives=33

Message Effects=33

Medium Effects=34

Ownership Effects=35

Active Audience Effects=35

Theories of Media and Society=36

Functional Analysis=36

Agenda Setting=38

Uses and Gratifications Theory=39

Social Learning=39

Symbolic Interactionism=40

Spiral of Silence=40

Media Logic=41

Cultivation Analysis=41

Test Your Media Literacy : Effects of Television Violence=42

Media, Politics, and Society=42

How Do Political Campaigns Affect Voters?=42

Media and Political Bias=43

Test Your Media Literacy : Bias in the News=44

Chapter Summary=47

Key Terms=47

Concept Review=47

Chapter 3. The Media Business : Consolidation, Globalization, and the Long Tail=48

The Development of the Media Business in the United States=52

A Tradition of Private Ownership=52

The Growth of National News=53

Big Media : The Conglomerates=53

Disney : The Mouse That Grew=54

News Corporation : A Worldwide Giant=56

Test Your Media Literacy : News of the World Hacking Scandal=58

Time Warner : Is Smaller Better?=59

Viacom and CBS : Two Companies, Same Management=60

Bertelsmann : The World's Largest Publisher=61

Big Media : The New Players=62

Comcast/NBCUniversal : Cable Buys Broadcaster=63

Google : Making Search Mass Media=64

Other Major Players=65

Test Your Media Literacy : Google's Core Principles=66

Media Economics and the Long Tail=66

The Short Head Versus the Long Tail=67

Characteristics of the Long Tail=68

Consequences of the Long Tail=68

Who Controls the Media?=69

Owners=70

Advertisers=70

Government=71

Special Interest Groups=71

News Sources=71

Audiences=72

Chapter Summary=72

Key Terms=73

Concept Review=73

PART II. PRINT MEDIA

Chapter 4. Books : The Birth of the Mass Media=74

The Development of the Book and Mass Communication=78

Early Books and Writing=78

The Development of the Printing Press=79

The Invention of Mass Culture=79

Test Your Media Literacy : How Do Words Get into the Dictionary?=80

Books in the New World=81

The Development of Large-Scale, Mass-Produced Books=81

Buying and Selling Books=82

Publishers=83

Authors=84

Booksellers=85

Test Your Media Literacy : Three Cups of Fabrication=86

The Textbook Business=87

Books and Culture=89

The Importance of Blockbuster Books=89

Test Your Visual Media Literacy : You Can't Judge a Book by Its Cover?=91

Books and Censorship=92

The Future of Books=95

Books and the Long Tail=95

Electronic Publishing and Print-on-Demand=95

Test Your Media Literacy : What's Not to Like about E-Books?=97

Chapter Summary=98

Key Terms=99

Concept Review=99

Chapter 5. Magazines : The Power of Words and Images=100

The Development of a National Culture=104

Early Magazines=104

The Saturday Evening Post=104

The Birth of Photojournalism=105

The Magazine Business=106

The Economics of Magazine Publishing=106

Trade Magazines=106

Literary and Commentary Magazines=106

Newsmagazines=109

Women's Magazines=110

Men's Magazines=112

Magazines and Modem Society=113

Magazines and Body Image=113

Test Your Visual Media Literacy : Presenting a Broader Range of Beauty=115

Who's in Control? Advertising Versus Editorial=116

The Importance of Magazine Covers=116

The Future of Magazines=117

Magazines for the Twenty-first Century=118

Magazines in the Digital Age=118

Test Your Media Literacy : Tablets for Magazines=119

Chapter Summary=120

Key Terms=121

Concept Review=121

Chapter 6. Newspapers and the News : Reflection of a Democratic Society=122

Inventing the Modern Press=126

Colonial Publishing : A Tradition of Independence=126

The Penny Press : Newspapers for the People=126

Pulitzer, Hearst, and the Battle for New York City=127

The Tabloids=130

Broadcast News=131

The News Business=132

Newspaper Conglomerates―Consolidation and Profitability=132

National Newspapers=133

Test Your Media Literacy : Truth―Telling as a Journalistic Priority=134

The Metropolitan Press=136

Community and Suburban Papers=138

News and Society=138

Sources, Advertisers, and Readers―Whom Do You Please?=138

Patriotism and the Press―Reporters Risk Their Lives to Report the News=139

The Alternative Press=140

The Future of Newspapers=142

Are Newspapers a Dying Medium?=142

Test Your Media Literacy : Can Journalists Be on Social Media?=143

Newspapers in the Twenty-first Century=144

Chapter Summary=145

Key Terms=146

Concept Review=146

PART III. ELECTRONIC MEDIA

Chapter 7. Audio : Music and Talk Across Media=148

History of Sound Recording and Transmission=152

Storing Musical Performances : The Development of the Recording Industry=152

Transmitting Music and Talk : The Birth of Radio=153

From the Golden Age to the Television Age=155

Test Your Media Literacy : When Is a Radio Show Racist?=157

Changing the Musical Experience : From Social Music to Personal Soundtracks=158

Music, Youth Culture, and Society=158

"Rock'n Roll" and the Integration of Music=159

The Changing Face of Popular Music=161

Country : Pop Music for Adults=163

Concerns About Effects of Music on Young People=164

From Singles to Digital Downloads : Making Money in the Recording Industry=165

LPs Versus 45s=165

Compact Discs and Digital Recording=165

Music on the Internet=165

Test Your Media Literacy : Who Is Being Hurt by Declining Sales of Recorded Music?=166

The Business of Radio=168

Finding a Niche : Popular Radio Formats=168

Talk Radio : Politics, News, Shock Jocks, and Sports=168

Radio Consolidates and Goes High Tech=170

Public Radio=170

The Future of Sound=172

Radio's New Look : HD and Satellite=172

Music and the Long Tail : Alternatives to Broadcasting=173

New Economic Models for the Music Industry=175

Chapter Summary=176

Key Terms=177

Concept Review=177

Chapter 8. Movies : Mass Producing Entertainment=178

The Development of Movies=182

The First Moviemakers=182

The Studio System=184

The Blacklist=186

Television and the Movies=187

The Movie Business=188

The Blockbuster Era=189

Home Video=190

Digital Production and Projection=190

What Makes a Movie Profitable?=192

Movies and Society=194

How Much Influence Do Movies Have?=194

Test Your Visual Media Literacy : Does It Look Like Women Have Major Rim Roles?=195

The Production Code : Protecting the Movies from Censorship=196

The Ratings System=197

The Future of Movies=199

Movies as a Brand=199

Test Your Media Literacy : Movie Ratings=200

Movie Promotion on the Internet=201

Movies and the Long Tail=202

Chapter Summary=203

Key Terms=204

Concept Review=204

Chapter 9. Television : Broadcast and Beyond=206

Television : Broadcast and Cable/Satellite=210

Broadcast Television=210

Cable and Satellite Television=212

Digital Television=215

From Broadcasting to Narrowcasting : The Changing Business of Television=216

Networks and Affiliates=216

Educational Broadcasting Becomes Public Broadcasting=217

The Fox Network=217

Defining Ratings=218

An Earthquake in Slow Motion=219

Diversity on Television=219

Test Your Visual Media Literacy : What Does a TV Show Look Like?=221

Television and Society=223

Television as a Major Social Force=223

How Do Viewers Use Television?=224

Standards for Television=225

Test Your Media Literacy : No Sense of Place=226

The Problem of Decency=227

The Future of Television=228

Interactive Television=228

The Earthquake in Slow Motion Continues=228

Chapter Summary=230

Key Terms=230

Concept Review=231

Chapter 10. The Internet : Mass Communication Gets Personal=232

The Development of the Internet=236

Packet Switching : Letting Computers Talk to Each Other=236

ARPAnet=236

Connecting Incompatible Networks=237

Computers as Communication Tools=238

Interpersonal Communication : E-mail and Instant Messaging=238

Group Communication : Listservs and Newsgroups=238

Mass Communication : The World Wide Web=239

Bringing the Net to the Public=241

Social Media : Sharing Our Lives Online=242

Test Your Visual Media Literacy : One Does Not Simply Create a Meme=243

Facebook=244

Twitter=244

New Media and Online Entertainment=245

Traditional Versus New Media=245

Giving Individuals a Voice=248

Test Your Media Literacy : Who Protects Free Speech for Chinese Bloggers?=250

Search as a Medium=251

The Long Tail of Internet News=251

The Internet and Society=251

The Hacker Ethic=252

Test Your Media Literacy : How Much Privacy Do You Have with Your Social Media Accounts?=253

The Notion of Cyberspace=254

Community on the Net=254

Conflicts over Digital Media=255

Convergence of Old and New Media=257

Chapter Summary=258

Key Terms=258

Concept Review=258

PARI IV. STRATEGIC COMMUNICATION

Chapter 11. Advertising : Selling a Message=260

The Development of the Advertising Industry=264

The Birth of Consumer Culture=264

The Growth of Brand Names=265

Advertising-Supported Media=266

The Advertising Business=268

The Client=268

The Agency=269

The Media=272

Test Your Media Literacy : Advertising to Targeted Markets=276

Advertising in Contemporary Culture=277

The Problem of Clutter=278

Debunking Subliminal Advertising=278

When Advertisements Are More Important Than the Program=279

Advertising to Children=279

Test Your Media Literacy : Limits on Advertising Food to Children=280

The Future of Advertising=281

Integrated Marketing Communication=281

Is Anyone Watching Television Ads?=282

Product Placement=283

The Long Tail of Advertising=283

Chapter Summary=284

Key Terms=285

Concept Review=285

Chapter 12. Public Relations : Interactions, Relationships, and the News=286

From Press Agentry to Professionalism=290

The Origins of Public Relations=290

World War I : The Federal Government Starts Using Public Relations=292

Test Your Media Literacy : False Reports Garner Publicity=293

Public Relations Becomes a Profession=294

The Business of Public Relations=294

What Is Public Relations?=295

The Public Relations Process=295

Who Are the Publics?=296

Crisis Communication=298

Public Relations and the Internet=301

Public Relations and Society=303

Public Relations Supports the News Business=303

Public Relations and the Government=304

Spin Control : A More Personal Form of Public Relations=304

Test Your Media Literacy : Occupying the News=305

Public Relations and Political Activism=306

Public Relations and the Civil Rights Movement=306

Chapter Summary=307

Key Terms=308

Concept Review=308

PART V. REGULATION AND CONTROL OF THE MEDIA

Chapter 13. Media Law : Free Speech and Fairness=310

The Development of a Free Press=314

The First Amendment : "Congress Shall Make No Law"=314

The Roots of American Free Speech=314

Limits on Free Speech in the Post―9/11 Era=315

Protection of Individuals=316

Libel=316

Invasion of Privacy=317

Free Press/Fair Trial=320

Test Your Visual Media Literacy : Should Legal Protections Extend to Offensive Speech?=321

Controlling the Press=322

Honesty and the Press=322

Prior Restraint=323

Free Speech and Students=325

Journalists Going to Jail=326

Obscenity=327

Test Your Media Literacy : Citizens United v. Federal Election Commission=328

Regulation of the Media Industry=329

Copyright and Fair Use=329

The Rise and Fall of Broadcast Regulation=330

Mandating Fairness on the Air=330

The Telecommunications Act of 1996=331

Chapter Summary=332

Key Terms=333

Concept Review=333

Chapter 14. Media Ethics : Truthfulness, Fairness, and Standards of Decency=334

Ethical Principles and Decision Making=338

Aristotle : Virtue and the Golden Mean=338

Test Your Visual Media Literacy : The Falling Man=339

Kant : The Categorical Imperative=339

John Stuart Mill : The Principle of Utility=340

John Rawls : The Veil of Ignorance=340

Hutchins Commission : Social Responsibility Ethics=341

The Bok Model for Ethical Decision Making=341

Ethics and News=341

Truthfulness=342

Corporate Conflict of Interest=343

Test Your Media Literacy : When is Deception by Reporters Acceptable?=344

Sensationalism=345

When and How Do You Apologize?=346

There Is No "They" : The Sago Mine Disaster=348

Photography=350

Test Your Media Literacy : Disability and Humor=351

Enforcing Ethics=352

Ethics and Persuasive Communication=353

Advertising=353

Ethics in Public Relations=355

Chapter Summary=357

Key Terms=358

Concept Review=358

Chapter 15. Global Media : Communication Around the World=360

Media Ideals Around the World=364

Authoritarian Theory=364

Communist Theory=364

Libertarian Theory=365

Social Responsibility Theory=366

Norms for the Press in the Twenty-first Century=367

Test Your Media Literacy : Updating the Four Theories=368

The Internet in the Twenty-first Century=368

Going Global : Media Standards Around the World=369

Canada, Western Europe, and Great Britain=369

Test Your Visual Media Literacy : Are There Limits to What Media Images Should Display?=371

Central and Latin America=373

Islamic Countries and the Middle East=373

Africa=376

Russia and the Former Soviet Republics=377

Asia=378

Dangers to Journalists=380

Test Your Media Literacy : How Free Are the World's Media to Report the News?=381

Marshall McLuhan's Global Village=381

Chapter Summary=382

Key Terms=383

Concept Review=383

Notes=384

Glossary=414

Photo Credits=420

Index=421