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Preface=xiii
PART ONE. INTRODUCTION TO THE NEW MASS MEDIA=1
Chapter 1. The New Mass Media=2
Introduction=4
The History of Technology in Communications=4
The Printed Word=5
The Industrial Revolution=5
The Telegraph=6
Film and Sound=7
Radio=8
The Telephone=9
Television=9
Satellites=10
Computing=10
Personal Journal=12
The Social Effects of Technology=13
The Medium as the Message=14
Some Media Revolutions Do Die=14
The Ecology of Technology=15
Cultural Influences=16
People in the Media:Marshall McLuhan=16
Communication=17
The Process of Mass Communication=18
Concentration of Ownership=20
Demassification of the Media=22
Media Ownership=23
What It Means for You=24
Time Line=25
Summary=26
Review Questions=26
Discussion Questions=26
Internet Exercise=26
Internet Sites=26
Endnotes=27
Chapter 2. The Internet=28
Introduction=30
The History of the Internet=31
The Internet=31
Usenet=32
The World Wide Web=32
How the Internet Works=33
Internet Users=34
The Reasons People Use the Internet=34
Haves Versus Have-Nots=35
People in the Media:Marc Andreessen=36
Computers in the Developing World=37
Concentration of Ownership=38
The Social Effects of the Internet=39
Hate on the Internet=40
Pornography on the Internet=41
Personal Journal=41
Hackers=42
Privacy=42
The Internet as a Niche Medium=43
What It Means for You=43
Time Line=44
Internet Exercise=45
Internet Sites=45
Summary=45
Review Questions=45
Discussion Questions=45
Endnotes=46
PART TWO. THE PRINT MEDIA:Books, Newspapers, and Magazines=47
Chapter 3. Books=48
Introduction=50
The Technology of Publishing=50
Printing=51
Printing Today=52
The Electronic Book=52
The History of Publishing in the United States=53
The Emergence of U.S. Authors=54
Paperback Books=55
The Bestseller=56
The Publishing Business=57
The Types of Books=58
Is the Book Dead?=58
Personal Journal=59
Publishing Niches=60
Small Publishers=60
Digital Publications=61
Who Buys Books?=61
Concentration of Ownership=61
Book Ownership=62
Chain Bookstores=62
Online Bookstores=62
The Social Effects of Books=63
People in the Media:Jeff Bezos=63
What It Means for You=64
Time Line=65
Summary=66
Review Questions=66
Discussion Questions=66
Internet Exercise=66
Internet Sites=66
Endnotes=67
Chapter 4. Newspapers=68
Introduction=70
Technology and Newspapers=70
Photography=70
Offset Printing=71
Personal Journal=71
Computers=72
The History of Newspapers=72
The Partisan Press=73
The Penny Press=73
Yellow Journalism=74
The Rural Press=76
The Ethnic Press=76
The Alternative Press=77
Newspapers Today=78
The St. Louis Post-Dispatch:1964 vs. 1999=79
How Newspapers Work=80
Newspaper Readership=81
Concentration of Ownership=82
Online Newspapers=83
Newspaper Ownership=83
People in the Media:H. Brandt Ayers=84
The Economics of Online Newspapers=85
The Social Effects of News papers=85
What It Means for You=87
Time Line=87
Summary=88
Review Questions=88
Discussion Questions=88
Internet Exercise=88
Internet Sites=88
Endnotes=89
Chapter 5. Magazines=90
Introduction=92
Magazines and Technology=92
Halftone Technology=92
Printing=92
Computers=93
The History of Magazines=93
The Mail System=93
Magazines and Journalism=94
Literary Content=94
Pulp Magazines=95
Newsmagazines=95
Magazines Versus Television=96
The Business of Magazines=97
How Magazines Work=97
Magazine Readership=98
Consumer Magazines=98
City Magazines=100
Niche Publishing=101
Personal Journal=101
Trade Magazines=102
Institutional Magazines=102
Online Magazines=103
Concentration of Ownership=103
People in the Media:Tom Cottingham=104
The Social Effects of Magazines=105
Magazine Ownership=105
What It Means for You=106
Time Line=106
Summary=107
Review Questions=107
Discussion Questions=107
Internet Exercise=107
Internet Sites=107
Endnotes=108
PART THREE. THE ELECTRONIC MEDIA:Sound Recording, Radio, Television, and Film=109
Chapter 6. Sound Recording and Music=110
Introduction=112
Sound Recording and Technology=112
The Phonograph=112
Recording and Other Media=113
Music and Radio=113
Tape Recorders=114
Records=114
Transistor Radios and Tapes=114
Compact Discs=115
Computers and Music=115
The History of Music=116
Popular Music=116
England Takes America=117
Soul Music=118
Music in the 1960s=118
Music in the 1970s and 1980s=119
Music in the 1990s=120
Personal Journal=120
How the Music Industry Works=121
Oldies but Goodies?=121
Concentration of Ownership=122
People in the Media:Christina Aguilera=123
Music Industry Niches=124
Recording Industry Ownership=124
Country Music=125
Broadway Music=126
Classical Music=126
The Social Effects of Music=127
Music and Social Causes=127
Music and Cultural Research=127
What It Means for You=128
Time Line=129
Summary=130
Review Questions=130
Discussion Questions=130
Internet Exercise=130
Internet Sites=130
Endnotes=131
Chapter 7. Radio=132
Introduction=134
Radio and Technology=134
Radio and Sound=136
Amateur Radio=136
Radio as a Mass Medium=138
The History of Radio=138
The Creation of Networks=139
The Development of Programming=140
Comedy=140
Mystery and Suspense=141
Science Fiction=142
Daytime Serials=142
Game and Quiz Shows=143
Radio News=143
Sports Programming=145
Personal Journal=145
Radio and Television=146
Radio Programming Today=147
Formats=148
Ratings=148
Concentration of Ownership=149
The Social Effects of Radio=150
What It Means for You=151
People in the Media:Noah Samara=151
Time Line=152
Summary=153
Review Questions=153
Discussion Questions=153
Endnotes=153
Internet Exercise=153
Internet Sites=153
Chapter 8. Film=154
Introduction=156
Technology and Film=156
Moving Pictures=157
Sound in the Movies=158
Personal Journal=158
Color and Computers=159
The History of Movies=159
Hollywood=160
Hollywood's Golden Age=161
Hollywood and World War II=162
Politics and the Movies=162
Movies and Television=163
Foreign Films Come to United States=163
The Movies and Social Issues=164
The Motion Picture Business=166
The American Film Institute's Top Ten Movies=167
People in the Media:George Lucas=167
Movies and Finances=168
Movie Business Niches=168
Concentration of Ownership in the Movie Industry=169
The Social Effects of Movies=170
Motion Picture Ownership=170
The Movie Industry and Self-Regulation=171
What It Means for You=172
Time Line=173
Summary=174
Review Questions=174
Discussion Questions=174
Internet Exercise=174
Internet Sites=174
Endnotes=175
Chapter 9. Television=176
Introduction=178
Television and Technology=178
Color Television and Cable=179
Videotape=180
Videocassette Recording=180
Digital Television=181
Television and the Internet=182
The History of Television=182
Programming=183
Public Television=185
Television News=185
Newsmagazines=187
How Television Works=188
People in the Media:Ananova=188
Programming=189
Production and Syndication=189
Personal Journal=189
Dayparts=190
Cartoons=190
Daytime Television=190
Early Fringe Programming=191
Prime Time=191
Late Night Television=192
Sports=193
Cable Television=193
Advertising=194
Concentration of Ownership=195
Television Ownership=196
Television Niches=197
Television and the World=198
The Social Effects of Television=198
Imitation=199
Cultivation Theory=199
Uses and Gratifications Theory=201
What It Means for You=201
Time Line=202
Summary=203
Review Questions=203
Discussion Questions=203
Internet Exercise=203
Internet Sites=203
Endnotes=204
PART FOUR. THE MEDIA PROFESSIONS:Journalism, Advertising, and Public Relations=205
Chapter 10. Journalism=206
Introduction=208
The History and Traditions of Journalism=208
Freedom of the Press=209
The Muckrakers=210
Journalism and War=212
Journalism and Politics=212
Watergate=213
The Washington Press Corps=213
Journalists and Access to News Events=214
How Journalism Works=215
Personal Journal=215
The News Product=216
Society's View of News=216
Online Journalism=217
People in the Media:Pat Stith=218
Media Ownership=219
Concentration of Ownership=220
Journalism and Credibility=220
The Social Effects of Journalism=223
What It Means for You=225
Time Line=226
Summary=226
Review Questions=227
Discussion Questions=227
Internet Exercise=227
Internet Sites=227
Endnotes=227
Chapter 11. Advertising=228
Introduction=230
Advertising and Technology=230
The History of Advertising=230
Packaging and Brands=231
Consumerism After World War I=231
Billboards=232
Radio Advertising=232
Television Advertising=233
The Art and Theory of Persuasion=234
How Advertising Works=236
Advertising on the Internet=236
Advertising Agencies=237
The Types of Advertising=238
Advertising and Measuring Performance=239
People in the Media:Marla Messing=240
Advertising Today=241
Personal Journal=241
Concentration of Ownership=242
Advertising and Government Regulation=243
The Social Effects of Advertising=243
Stereotypes in Advertising=245
Advertising and Children=246
Advertising and Politics=246
Time Line=247
What It Means for You=247
Summary=248
Review Questions=248
Discussion Questions=248
Internet Exercise=248
Internet Sites=248
Endnotes=248
Chapter 12. Public Relations=250
Introduction=252
The History of Public Relations=252
Public Relations and World War I=253
Bernays:The Father of Modern Public Relations=254
Public Relations and Franklin D. Roosevelt=255
Public Relations After World War II=256
Public Relations Today=256
How Public Relations Works=257
Public Relations and Image=258
Public Relations and Crisis=258
Personal Journal=259
Public Relations and Media Attacks=260
Public Relations and the Internet=261
Concentration of Ownership=262
People in the Media:B. L. Ochman=262
The Social Effects of Public Relations=263
What It Means for You=264
Time Line=265
Summary=265
Review Questions=266
Discussion Questions=266
Internet Exercise=266
Internet Sites=266
Endnotes=266
PART FIVE. THE MEDIA AND THEIR ROLE IN SOCIETY:Regulation, Ethics, and Social Effects=267
Chapter 13. Government and the Media=268
Introduction=270
The History of Government Relations with the Media=271
The Government and the Print Media=271
The Pentagon Papers=272
Military Censorship and the Gulf War=273
The Government and Copyright=273
The Government and Broadcasting=274
People in the Media:Iain Grant, Piracy policeman=275
The Government and Journalism=276
The Government and Advertising=278
Personal Journal=278
The Government and Public Relations=279
The Government and Sexual Content=279
Broadcasting and Sexual Content=279
The Internet and Sexual Content=280
The Government and Privacy=280
False Light=281
The Internet and Privacy=281
The Freedom of Information Act=282
The Government and Hate Speech=282
Concentration of Ownership=283
Governments and Global Media=284
What It Means for You=284
Time Line=285
Summary=286
Review Questions=286
Discussion Questions=286
Internet Exercise=286
Internet Sites=286
Endnotes=287
Chapter 14. Ethics=288
Introduction=290
The History of Ethical Principles=290
Ethical Issues for Media Professionals=292
Fabrication=293
Plagiarism=293
Conflict of Interest=294
Illegal Acts=295
Privacy=295
Ethics in Sound and Visual Media=296
Film=296
Radio and Television=297
Personal Journal=299
Advertising and Public Relations=300
People in the Media:Dr. C. Everett Koop=302
Ethics and the Internet=303
What It Means for You=303
Time Line=304
Summary=304
Review Questions=304
Discussion Questions=305
Internet Exercise=305
Internet Sites=305
Endnotes=305
Chapter 15. The Social Effects of the Media=306
Introduction=308
The History of Research on the Social Effects of the Media=308
Early Theories of Media Effects=308
Limited Effects of the Media=308
Moderate Effects of the Media=309
Powerful Effects of the Media=310
The Spiral of Silence=310
How Social Effects Research Works=311
The Types of Social Effects=312
Cognitive Effects of the Media=312
Attitudinal Effects of the Media=313
Emotional and Physiological Effects of the Media=314
Behavioral Effects of the Media=314
The Third-Person Effect=316
Media Effects on Society's Institutions=316
Media Effects on Business=316
Media Effects on World Culture=317
Media Effects on the Family=317
Media Effects on Politics=318
Uses and Gratifications Theory=318
People in the Media:Howard Rheingold=319
Personal Journal=320
What It Means for You=321
Time Line=321
Summary=322
Review Questions=322
Discussion Questions=322
Internet Exercise=322
Internet Sites=322
Endnotes=323
Glossary=325
Bibliography=331
Index=333
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출판사 책소개
Written in a compelling, journalistic style, this text for the introductory mass media/communication course focuses on the role of technology in the evolution of various media and in the professions of advertising, journalism, and public relations. Central components of the text include the impact of the Internet on the media and the professions, the history of each medium and the professions, and the "demassification" of media. The author also addresses corporate ownership of various media and its effect on individuals and society, as well as the role of the media and the professions in society.
- Timeline boxes help provide a historical framework for understanding the evolution of the various media and their role in society.
- Personal Journals chronicle the author's own experiences as a print and broadcast journalist.
- Think About It help students to develop media literacy.
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