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9780072981230

Introduction to Mass Communication : Media Literacy and Culture

by
  • ISBN13:

    9780072981230

  • ISBN10:

    0072981237

  • Edition: 4th
  • Format: Paperback
  • Copyright: 2005-03-01
  • Publisher: McGraw-Hill College
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Table of Contents

Preface xxi
PART ONE LAYING THE GROUNDWORK
Mass Communication, Culture, and Media Literacy
2(44)
What Is Mass Communication?
4(5)
Communication Defined
4(2)
Mass Communication Defined
6(3)
What Is Culture?
9(7)
Culture as Socially Constructed Shared Meaning
9(1)
Functions and Effects of Culture
10(6)
Mass Communication and Culture
16(2)
Mass Media as Cultural Storytellers
16(1)
Mass Communication as Cultural Forum
17(1)
Scope and Nature of Mass Media
18(2)
The Role of Technology
19(1)
The Role of Money
20(1)
Changes
20(9)
Concentration of Ownership and Conglomeration
20(1)
Cultural Forum: Audience as Consumer or Audience as Product?
21(2)
Globalization
23(1)
Audience Fragmentation
24(1)
Hypercommercialism
25(1)
Cultural Forum: Concentration, Conglomeration, and Serving Democracy
26(2)
Erosion of Distinctions among Media: Convergence
28(1)
Mass Communication, Culture, and Media Literacy
29(5)
Oral Culture
29(1)
The Invention of Writing
30(1)
Literate Culture
30(2)
The Gutenberg Revolution
32(2)
The Industrial Revolution
34(1)
Media Literacy
34(8)
Elements of Media Literacy
35(3)
Media Literacy Skills
38(3)
Living Media Literacy: Living a Media Literate Life
41(1)
Resources for Review and Discussion
42(4)
Chapter Review
42(1)
Key Terms
43(1)
Questions for Review
43(1)
Questions for Critical Thinking and Discussion
44(1)
Important Resources
44(1)
Internet Resources
45(1)
PART TWO MEDIA, MEDIA INDUSTRIES, AND MEDIA AUDIENCES
Books
46(34)
Book Timeline
48(1)
A Short History of Books
49(4)
Books in Colonial North America
49(4)
Books and Their Audiences
53(6)
The Cultural Value of the Book
53(1)
Media Echoes: The Role of Books in Social Movements
54(2)
Using Media to Make a Difference: Our Bodies, Ourselves
56(2)
Censorship
58(1)
Scope and Structure of the Book Industry
59(3)
Categories of Books
60(1)
From Idea to Publication
61(1)
Trends and Convergence in Book Publishing
62(15)
Convergence
63(2)
Conglomeration
65(1)
Demand for Profits and Hypercommercialism
66(3)
Growth of Small Presses
69(1)
Restructuring of Book Retailing
69(3)
Cultural Forum: Freedom to Read
72(1)
Developing Media Literacy Skills: The Lessons of Harry Potter
73(2)
Living Media Literacy: Start a Citywide Book Conversation
75(2)
Resources for Review and Discussion
77(3)
Chapter Review
77(1)
Key Terms
77(1)
Questions for Review
77(1)
Questions for Critical Thinking and Discussion
78(1)
Important Resources
78(1)
Internet Resources
78(2)
Newspapers
80(32)
Newspaper Timeline
82(2)
A Short History of Newspapers
84(7)
The Earliest Newspapers
84(3)
Media Echoes: Truth as a Defense against Libel: The Zenger Trial
87(1)
The Modern Newspaper Emerges
87(4)
Newspapers and Their Audiences
91(1)
Scope and Structure of the Newspaper Industry
91(7)
Types of Newspapers
91(5)
The Newspaper as an Advertising Medium
96(1)
The Wire and Feature Services
97(1)
Trends and Convergence in Newspaper Publishing
98(11)
Loss of Competition
98(1)
Hypercommercialism and the Erosion of the Firewall
99(1)
Cultural Forum: What if There Were No Newspapers?
100(1)
Civic Journalism
101(1)
Convergence with the Internet
102(2)
Using Media to Make a Difference: Covering the Issue of Race
104(1)
Changes in Newspaper Readership
105(2)
Developing Media Literacy Skills: Interpreting Relative Placement of Stories
107(2)
Living Media Literacy: Help a School Start an Online Newspaper
109(1)
Resources for Review and Discussion
109(3)
Chapter Review
109(1)
Key Terms
110(1)
Questions for Review
110(1)
Questions for Critical Thinking and Discussion
111(1)
Important Resources
111(1)
Internet Resources
111(1)
Magazines
112(26)
Magazine Timeline
114(2)
A Short History of Magazines
116(6)
The Early Magazine Industry
117(1)
The Mass Circulation Era
117(1)
Media Echoes: Taking On the Giants: Muckraking in the Magazines
118(2)
The Era of Specialization
120(2)
Magazines and Their Audiences
122(1)
Scope and Structure of the Magazine Industry
122(2)
Categories of Consumer Magazines
124(1)
Magazine Advertising
124(2)
Types of Circulation
125(1)
Measuring Circulation
125(1)
Using Media to Make a Difference: Suzuki Samurai versus Consumer Reports
126(1)
Trends and Convergence in Magazine Publishing
126(9)
Online Magazines
127(1)
New Types of Magazines
128(1)
Meeting Competition from Television
129(1)
Advertorials
130(1)
Advertiser Influence over Magazine Content
130(1)
Cultural Forum: Advertorials Aimed at Young Girls
131(1)
Developing Media Literacy Skills: Recognizing the Power of Graphics
132(1)
Living Media Literacy: Teach Teens about Magazines
133(2)
Resources for Review and Discussion
135(3)
Chapter Review
135(1)
Key Terms
136(1)
Questions for Review
136(1)
Questions for Critical Thinking and Discussion
136(1)
Important Resources
137(1)
Internet Resources
137(1)
Film
138(36)
Film Timeline
140(2)
A Short History of the Movies
142(13)
The Early Entrepreneurs
143(2)
The Coming of Narrative
145(3)
Using Media to Make a Difference: African American Response to D. W. Griffith: The Lincoln and Micheaux Film Companies
148(1)
The Big Studios
149(1)
Change Comes to Hollywood
150(2)
Media Echoes: Self-Censorship in Hollywood: The Movie Ratings
152(3)
Movies and Their Audiences
155(2)
Scope and Nature of the Film Industry
157(4)
Three Component Systems
157(3)
The Studios
160(1)
Trends and Convergence in Moviemaking
161(10)
Conglomeration and the Blockbuster Mentality
161(1)
Cultural Forum: Constructing the Perfect Movie?
162(3)
Convergence Reshapes the Movie Business
165(3)
Developing Media Literacy Skills: Recognizing Product Placements
168(1)
Living Media Literacy: Smoke-Free Movies
169(2)
Resources for Review and Discussion
171(3)
Chapter Review
171(1)
Key Terms
171(1)
Questions for Review
172(1)
Questions for Critical Thinking and Discussion
172(1)
Important Resources
173(1)
Internet Resources
173(1)
Radio and Sound Recording
174(36)
Radio/Recording Timeline
176(2)
A Short History of Radio and Sound Recording
178(8)
Early Radio
178(1)
Early Sound Recording
179(1)
The Coming of Broadcasting
180(2)
The Coming of Regulation
182(2)
Advertising and the Networks
184(1)
The Golden Age
184(2)
Radio and Its Audiences
186(1)
Scope and Nature of the Radio Industry
187(3)
FM, AM, and Noncommercial Radio
187(1)
Radio Is Local
188(1)
Radio Is Fragmented
188(1)
Radio Is Specialized
188(1)
Radio Is Personal
189(1)
Radio Is Mobile
189(1)
The Business of Radio
190(2)
Radio as an Advertising Medium
190(1)
Deregulation and Ownership
190(1)
Media Echoes: Problems with Radio Ratings
191(1)
Scope and Nature of the Recording Industry
192(6)
The Major Recording Companies
192(2)
Using Media to Make a Difference: Rock `n' Roll, Radio, and Race Relations
194(4)
Cultural Forum: Rock and Rap: Selling or Selling Out?
198(1)
Trends and Convergence in Radio and Sound Recording
198(4)
The Impact of Television
198(1)
Satellite and Cable
199(1)
Digital Technology
200(2)
The Internet and the Future of the Recording Industry
202(5)
Industry-Approved Downloading
203(1)
P2P Downloading
204(1)
Digital Radio
204(1)
Web Radio
205(1)
Developing Media Literacy Skills: Listening to Shock Jocks
205(1)
Living Media Literacy: College Radio
206(1)
Resources for Review and Discussion
207(3)
Chapter Review
207(1)
Key Terms
208(1)
Questions for Review
208(1)
Questions for Critical Thinking and Discussion
209(1)
Important Resources
209(1)
Internet Resources
209(1)
Television
210(36)
Television Timeline
212(1)
A Short History of Television
213(8)
Mechanical and Electronic Scanning
214(1)
The 1950s
215(6)
Television and Its Audiences
221(4)
Media Echoes: Can't Find Them or They Aren't There? Where Have All the Boys and Minorities Gone?
222(3)
Scope and Nature of the Television Industry
225(4)
Using Media to Make a Difference: The Creation of Sesame Street
226(1)
The Networks and Program Content
226(1)
How a Program Gets on the Air
227(2)
Trends and Convergence in Television
229(14)
Cable
229(3)
VCR
232(1)
DVD
233(1)
Remote Control
233(1)
Direct Broadcast Satellite (DBS)
234(1)
Digital Video Recorders
234(1)
Digital Television
235(1)
Cultural Forum: Does DVR Make You a Thief?
236(2)
The Internet on Television
238(1)
Television and Video on the Internet
238(1)
Interactive Television
239(1)
Developing Media Literacy Skills: Recognizing Staged News
240(1)
Living Media Literacy: Turn Off Your TV
241(2)
Resources for Review and Discussion
243(3)
Chapter Review
243(1)
Key Terms
243(1)
Questions for Review
244(1)
Questions for Critical Thinking and Discussion
244(1)
Important Resources
244(1)
Internet Resources
245(1)
Cable and Other Multichannel Services
246(28)
Cable and Other Multichannel Services Timeline
248(1)
A Short History of Cable and Other Multichannel Services
249(4)
Cable Reception and Distribution
250(1)
Cable's Economic Structure
251(1)
Early Regulation of Cable
252(1)
Cable Today
253(5)
Programming
253(5)
Other Multichannel Services
258(2)
Trends and Convergence in Cable and Other Multichannel Services
260(11)
Interactive Cable
261(1)
Cultural Forum: Cable a la Carte or Undercutting Cable's Economic Model?
262(1)
Public Access Cable Television
262(2)
Using Media to Make a Difference: Paper Tiger Television
264(1)
Concentration
265(2)
Phone-over-Cable and Bundling
267(1)
Media Echoes: The Promise of Cable
268(1)
Living Media Literacy: Access Television
269(1)
Developing Media Literacy Skills: Understanding Cable Pricing
269(2)
Resources for Review and Discussion
271(3)
Chapter Review
271(1)
Key Terms
271(1)
Questions for Review
272(1)
Questions for Critical Thinking and Discussion
272(1)
Important Resources
273(1)
Internet Resources
273(1)
Videogames
274(26)
Videogame Timeline
276(1)
A Short History of Computer and Videogames
276(6)
Today's Games Emerge
278(2)
Rapid-Fire Developments
280(2)
Games and Their Players
282(4)
What Is a Videogame?
282(3)
Who Is Playing?
285(1)
Using Media to Make a Difference: Using Games for Good
286(1)
Scope and Nature of the Videogame Industry
286(3)
Trends and Convergence in the Videogame Industry
289(9)
Convergence Everywhere
289(1)
Hypercommercialization
290(3)
Cultural Forum: The Portrayal of Women in Videogames
293(1)
Developing Media Literacy Skills: Using the ESRB Ratings
294(1)
Media Echoes: Growing Pains
295(2)
Living Media Literacy: Start a Responsible Gaming Advocacy Group
297(1)
Resources for Review and Discussion
298(2)
Chapter Review
298(1)
Key Terms
298(1)
Questions for Review
298(1)
Questions for Critical Thinking and Discussion
299(1)
Important Resources
299(1)
Internet Resources
299(1)
The Internet and the World Wide Web: Changing the Paradigm
300(42)
Internet and World Wide Web Timeline
302(2)
A Short History of the Internet
304(5)
Development of the Computer
305(1)
Military Applications
306(2)
The Personal Computer
308(1)
The Internet Today
309(3)
Using the Internet
309(1)
The World Wide Web
310(2)
The Internet and Its Users
312(1)
Commercialization of the Internet
313(2)
Changes in the Mass Communication Process
315(3)
The Double Edge of Technology
316(1)
McLuhan's Renaissance
317(1)
Reconceptualizing Life in an Interconnected World
318(21)
The Internet and Freedom of Expression
319(1)
Freedom of the Press for Whom?
319(1)
Using Media to Make a Difference: MoveOn.org
320(3)
Controlling Internet Expression
323(1)
Pornography on the World Wide Web
324(1)
Copyright (Intellectual Property Ownership)
325(1)
Media Echoes: Rating the Web
326(1)
Personal Identity
327(2)
Privacy
329(2)
Cultural Forum: Battling Spam
331(2)
Virtual Democracy
333(3)
Developing Media Literacy Skills: Making Our Way in an Interconnected World
336(1)
Living Media Literacy: POP for Privacy
337(2)
Resources for Review and Discussion
339(3)
Chapter Review
339(1)
Key Terms
340(1)
Questions for Review
340(1)
Questions for Critical Thinking and Discussion
341(1)
Important Resources
341(1)
Internet Resources
341(1)
PART THREE SUPPORTING INDUSTRIES
Public Relations
342(32)
Public Relations Timeline
344(1)
Defining Public Relations
345(3)
Using Media to Make a Difference: The MADD Campaign
348(1)
A Short History of Public Relations
348(7)
Early Public Relations
349(1)
The Propaganda-Publicity Stage
349(2)
Early Two-Way Communication
351(2)
Advanced Two-Way Communication
353(2)
Shaping the Character of Public Relations
355(1)
Public Relations and Its Audiences
355(1)
Scope and Structure of the Public Relations Industry
356(8)
Public Relations Activities
357(3)
Cultural Forum: The War in Iraq: The Pentagon Does PR
360(3)
Organization of a Public Relations Operation
363(1)
Trends and Convergence in Public Relations
364(8)
Globalization and Specialization
364(1)
Convergence
364(2)
Trust in Public Relations
366(2)
Media Echoes: Boosting Smoking among Women
368(1)
Developing Media Literacy Skills: Judging Crisis PR
368(2)
Living Media Literacy: Practice Public Relations
370(2)
Resources for Review and Discussion
372(2)
Chapter Review
372(1)
Key Terms
372(1)
Questions for Review
372(1)
Questions for Critical Thinking and Discussion
373(1)
Important Resources
373(1)
Internet Resources
373(1)
Advertising
374(36)
Advertising Timeline
376(1)
A Short History of Advertising
377(11)
Early Advertising
378(1)
Industrialization and the Civil War
379(1)
Magazine Advertising
380(1)
The Advertising Agency and Professionalism
381(1)
Advertising and Radio
382(1)
World War II
383(1)
Using Media to Make a Difference: Effecting Positive Social Change
384(1)
Advertising and Television
384(2)
The Evolution of Television Commercials
386(2)
Advertising and Its Audiences
388(6)
Criticisms and Defenses of Advertising
388(1)
Specific Complaints
389(2)
Media Echoes: Boosting Smoking among Children
391(2)
Cultural Forum: Challenging Advertising: Adbusters and Uncommercials
393(1)
Scope and Nature of the Advertising Industry
394(6)
The Advertising Agency
394(2)
Types of Advertising
396(2)
The Regulation of Advertising
398(1)
Measuring the Effectiveness of Advertising
399(1)
Trends and Convergence in Advertising
400(7)
New and Converging Technologies
400(2)
Increased Audience Segmentation
402(1)
Psychographics
403(1)
Globalization
404(1)
Developing Media Literacy Skills: Interpreting Intentional Imprecision
404(2)
Living Media Literacy: BadAds.org
406(1)
Resources for Review and Discussion
407(3)
Chapter Review
407(1)
Key Terms
408(1)
Questions for Review
408(1)
Questions for Critical Thinking and Discussion
408(1)
Important Resources
409(1)
Internet Resources
409(1)
PART FOUR MASS-MEDIATED CULTURE IN THE INFORMATION AGE
Theories and Effects of Mass Communication
410(44)
Mass Communication Theories and Effects Timeline
412(1)
The Effects Debate
412(6)
Micro- versus Macro-Level Effects
415(1)
Administrative versus Critical Research
416(1)
Transmissional versus Ritual Perspective
417(1)
Defining Mass Communication Theory
418(1)
A Short History of Mass Communication Theory
419(12)
The Era of Mass Society Theory
420(2)
The Era of the Scientific Perspective
422(1)
The Era of Limited Effects Theory
423(8)
The Era of Cultural Theory
431(6)
Symbolic Interaction
431(1)
Social Construction of Reality
432(1)
Cultivation Analysis
433(1)
Critical Cultural Theory
434(3)
The Effects of Mass Communication
437(13)
Violence
437(3)
Using Media to Make a Difference: Television and the Designated Driver
440(2)
Drugs and Alcohol
442(1)
Gender and Racial/Ethnic Stereotyping
443(2)
Political Campaigns and Voting
445(1)
Cultural Forum: The Effects of Television Commercials on Childhood Obesity
446(3)
Prosocial Effects
449(1)
Living Media Literacy: Be a Media Effects Researcher
449(1)
Developing Media Literacy Skills: Applying Mass Communication Theory
450(1)
Resources for Review and Discussion
450(4)
Chapter Review
450(1)
Key Terms
451(1)
Questions for Review
452(1)
Questions for Critical Thinking and Discussion
452(1)
Important Resources
453(1)
Internet Resources
453(1)
Media Freedom, Regulation, and Ethics
454(38)
Media Freedom, Regulation, and Ethics Timeline
456(1)
A Short History of the First Amendment
457(16)
Early Sentiment for a Free Press
459(1)
Defining and Refining the First Amendment
459(7)
Other Issues of Freedom and Responsibility
466(1)
Media Echoes: Larry Flynt and Protection for Expression We Don't Like
467(2)
Using Media to Make a Difference: The Red Lion Decision and the Rights of the Audience
469(4)
Social Responsibility Theory
473(1)
Media Industry Ethics
474(15)
Defining Ethics
474(1)
Three Levels of Ethics
474(1)
Balancing Conflicting Interests
475(6)
Codes of Ethics and Self-Regulation
481(2)
Developing Media Literacy Skills: Media Reform
483(1)
Cultural Forum: Run-up to War: Misuse of Anonymous Sources?
484(3)
Living Media Literacy: Confront and Complain
487(2)
Resources for Review and Discussion
489(3)
Chapter Review
489(1)
Key Terms
489(1)
Questions for Review
490(1)
Questions for Critical Thinking and Discussion
490(1)
Important Resources
491(1)
Internet Resources
491(1)
Global Media
492
Global Media Timeline
494(2)
A Short History of Global Media
496(7)
International Mass Media before Satellites
496(3)
Satellites and Global Mass Media
499(1)
Cultural Forum: Al-Hurra or Al-Abda?
500(3)
Global Media Today
503(12)
Using Media to Make a Difference: Telling Stories, Saving Lives
504(3)
Comparative Analyses
507(5)
Media Echoes: Freedom of the Press in Iran
512(2)
Programming
514(1)
The Debate over Cultural Imperialism
515(6)
The MacBride Report and the NWIO
515(3)
The Case for the Global Village
518(1)
The Case against the Global Village
519(1)
Developing Media Literacy Skills: Making Our Way in the Global Village
520(1)
Living Media Literacy: Support the Media Literacy Movement
521(1)
Resources for Review and Discussion
521
Chapter Review
521(1)
Key Terms
522(1)
Questions for Review
522(1)
Questions for Critical Thinking and Discussion
523(1)
Important Resources
523(1)
Internet Resources
523
Glossary 1(1)
References 1(1)
Acknowledgments 1(1)
Index 1

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