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9780205287390

The Media of Mass Communication

by
  • ISBN13:

    9780205287390

  • ISBN10:

    0205287395

  • Edition: 5th
  • Format: Paperback
  • Copyright: 1998-08-01
  • Publisher: Allyn & Bacon, Inc.
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Table of Contents

Preface xiii
the mass media
3(32)
Learning Goals
3(1)
Chapter-Opening Vignette:
3(2)
Chris Berman
Importance of Mass Media
5(2)
Pervasiveness
5(1)
Information Source
5(1)
Entertainment Source
6(1)
Persuasion Forum
7(1)
Binding Influence
7(1)
Primary Mass Media
7(3)
Print Media
8(1)
Electronic Media
8(1)
Chemical Media
8(2)
Mass Media Models
10(4)
Hot-Cool Model
10(1)
Entertainment-Information Model
11(1)
Elitist-Populist Model
12(1)
Push-Pull Model
13(1)
Economics of Mass Media
14(4)
Economic Foundation
14(3)
Economic Imperative
17(1)
Upside and Downside
17(1)
Media Demassification
18(1)
Technology and Demassification
18(1)
Effects of Demassification
18(1)
Media Conglomeration
19(9)
Media Ownership Consolidation
19(1)
Media Ownership Collaboration
19(5)
Dubious Effects of Conglomeration
24(2)
Positive Effects of Conglomeration
26(2)
Media Globalization
28(3)
Transnational Ownership
28(1)
Effects of Globalization
29(2)
Media Melding
31(1)
Digitalization
31(1)
Intracorporate Synergy
31(1)
Chapter Wrap-Up
32(1)
Questions for Review
32(1)
Questions for Critical Thinking
32(1)
For Further Learning
33(1)
For Keeping Up to Date
33(2)
books
35(24)
Learning Goals
35(1)
Chapter-Opening Vignette:
35(2)
Johannes Gutenberg
Importance of Books
37(2)
Book in Human History
37(1)
Books in National Development
37(2)
Defining the Book Business
39(1)
Trade Books
40(1)
Textbooks
40(1)
Innovations in Books
40(2)
Paperbacks
41(1)
Electronic Books
41(1)
Book Marketing
42(4)
Bookstores
42(2)
Direct Marketing
44(2)
Commercial Success
46(4)
Best-Sellers
46(1)
Best-Seller Lists
47(1)
Mass Marketing
48(1)
Subsidiary Rights
49(1)
Mass-Marketing Debate
50(2)
Blockbuster Authors
50(2)
Populist versus Elitist Views
52(1)
Book Publishers
52(3)
Major Houses
52(2)
Small Presses
54(1)
Vanity Presses
54(1)
U. S. Government Printing Office
55(1)
Chapter Wrap-Up
55(1)
Questions for Review
55(1)
Questions for Critical Thinking
56(1)
For Further Learning
56(1)
For Keeping Up to Date
57(2)
magazines
59(24)
Learning Goals
59(1)
Chapter Opening Vignette:
59(2)
Bonnie Fuller
Influence of Magazines
61(2)
Contributing to Nationhood
61(1)
National Advertising Medium
62(1)
Massive Magazine Audience
62(1)
Magazines as Media Innovators
63(3)
Investigative Reporting
63(2)
Personality Profiles
65(1)
Photojournalism
65(1)
Consumer Magazines
66(6)
Circulation Leaders
66(1)
Newsmagazines
67(3)
Newspaper Supplements
70(1)
Women's Magazines
70(2)
Men's Magazines
72(1)
Non-Newsrack Magazines
72(2)
Sponsored Magazines
72(1)
Trade Journals
73(1)
Criticism of Trade Magazines
73(1)
Magazine Demassification
74(5)
Heyday of Mass Magazines
74(2)
Assault from Television
76(1)
A Narrower Focus
76(1)
Critics of Demassification
77(2)
New Competition
79(1)
Web Magazines
79(1)
Chapter Wrap-Up
79(1)
Questions for Review
80(1)
Questions for Critical Thinking
80(1)
For Further Learning
80(1)
For Keeping Up to Date
81(2)
newspapers
83(30)
Learning Goals
83(1)
Chapter-Opening Vignette:
83(2)
Joseph Patterson
Importance of Newspapers
85(1)
Newspaper Industry Dimensions
85(1)
Content Diversity and Depth
86(1)
Newspaper Chain Ownership
86(3)
Trend Toward Chains
86(1)
Assessing Chain Ownership
87(2)
National Dailies
89(8)
Wall Street Journal
90(3)
USA Today
93(2)
Christian Science Monitor
95(2)
National Editions
97(1)
Hometown Newspapers
97(4)
Metropolitan Dailies
97(3)
Hometown Dailies
100(1)
Challenges for Daily Newspapers
101(4)
Circulation Patterns
101(1)
Advertising Patterns
102(1)
Prospects for the Daily Press
103(1)
Newspaper Web Sites
104(1)
Weekly Newspapers
105(1)
Community Weeklies
105(1)
Shoppers
106(1)
Alternative and Minority Newspapers
106(3)
Counterculture Newspapers
106(1)
Gay Newspapers
107(1)
Black Newspapers
107(1)
Foreign-Language Newspapers
108(1)
Chapter Wrap-Up
109(1)
Questions for Review
109(1)
Questions for Critical Thinking
110(1)
For Further Learning
110(1)
For Keeping Up to Date
111(2)
records
113(26)
Learning Goals
113(1)
Chapter-Opening Vignette:
113(2)
Bob
Jakob Dylan
Recorded Music as a Social Force
115(2)
Rallying Power
115(1)
Leading and Reflecting Change
116(1)
Sound Recording Technology
117(3)
Thomas Edison's Phonograph
117(1)
Electrical Recording
118(1)
Vinyl and Microgrooves
118(1)
Stereo Innovation
118(1)
Digital Technology
119(1)
Evolution of Music
120(3)
American Folk Music
121(1)
Early Rock `n' Roll
121(2)
Artistic Autonomy
123(4)
Predictable Music
124(1)
Cultural Homogenization
125(1)
Restructured Record Industry
125(2)
Music Demassification
127(1)
Marketing Records
127(3)
Measuring Commercial Success
128(1)
Radio Airplay
128(1)
Payola
129(1)
Music Videos
129(1)
Conglomeration in Record-Making
130(2)
Big Six
131(1)
Indies
131(1)
Censorship and Recorded Music
132(2)
Objectionable Music
132(1)
Record Labeling
132(1)
Lyrics and Young People
133(1)
Heisting Music
134(1)
Home-Dubbing
134(1)
Piracy
134(1)
Chapter Wrap-Up
135(1)
Questions for Review
136(1)
Questions for Critical Thinking
136(1)
For Further Learning
137(1)
For Keeping Up to Date
137(2)
movies
139(26)
Learning Goals
139(1)
Chapter-Opening Vignette:
139(2)
Steven Spielberg
Importance of Movies
141(1)
Overwhelming Experience
141(1)
Hollywood's Cultural Influence
141(1)
Technical Heritage of Movies
142(2)
Adaptation from Photography
142(2)
Adding Sound to Pictures
144(1)
Three Crises That Reshaped Hollywood
144(3)
The Hollywood 10
144(2)
Court Bans on Vertical Integration
146(1)
Challenge from Television
147(1)
Hollywood's Response to Television
147(3)
Technical Innovation
147(1)
Content Innovation
148(2)
Melding of Movies and Television
150(1)
Reconciliation of Competing Industries
150(1)
First Runs and After-Markets
151(1)
Movie Exhibitors
151(2)
Early Exhibition Facilities
151(1)
Multiscreen Theaters
151(1)
Box-Office Income
152(1)
Movie Finances
153(6)
The Lesson of Intolerance
153(1)
Financing Sources
153(3)
Artistic versus Budget Issues
156(3)
Movie Censorship
159(2)
Morality as an Issue
159(1)
Movies and Changing Mores
160(1)
Current Movie Code
160(1)
Chapter Wrap-Up
161(1)
Questions for Review
162(1)
Questions for Critical Thinking
162(1)
For Further Learning
162(1)
For Keeping Up to Date
163(2)
radio
165(28)
Learning Goals
165(1)
Chapter-Opening Vignette:
165(1)
Garrison Keillor
Significance of Radio
166(2)
Radio as a Motivator
166(1)
Ubiquity of Radio
167(1)
Scope of the Radio Industry
167(1)
Technical Development
168(4)
Electromagnetic Spectrum
168(1)
Transmitting Voices
168(4)
Characteristics of American Radio
172(1)
Radio in the Private Sector
172(1)
Role of Advertising
172(1)
Noncommercial Radio
172(1)
Radio As Entertainment
173(2)
Early Mass Programming
173(1)
Formats for Specific Audiences
174(1)
Radio News
175(3)
Pioneer Radio News
175(1)
McLendon Influences
176(1)
Decline of Radio News
176(1)
Talk Radio
177(1)
Radio Networks
178(3)
Four Traditional Networks
178(2)
Radio Networks Today
180(1)
Affiliate-Network Relations
180(1)
Broadcasting Regulation
181(7)
Trusteeship Rationale
181(5)
Regulating Networks
186(1)
Broadcast Deregulation
187(1)
Future of Radio
188(2)
Risk-Free Bland Programming
188(1)
Converting to Digital
188(1)
Web Radio
189(1)
Chapter Wrap-Up
190(1)
Questions for Review
190(1)
Questions for Critical Thinking
190(1)
For Further Learning
191(1)
Keeping Up to Date
191(2)
television
193(32)
Learning Goals
193(1)
Opening Vignette:
193(1)
Jerry Seinfeld
Impact of Television
194(3)
Cultural Impact
194(2)
Mass Media Shake-Up
196(1)
Technology of Television
197(4)
Electronic Scanning
197(1)
Integrated Standardization
197(2)
High-Definition Television
199(1)
Web-Television Convergence
199(1)
Interactive Television
200(1)
Structure of U. S. Television
201(2)
Dual National System
201(1)
Affiliate-Network Relations
201(2)
Delivery Systems
203(2)
Over-Air Stations
203(1)
Cable Systems
204(1)
Satellite Direct
204(1)
Over-Air Networks
205(3)
Traditional Networks
205(1)
NBC Television
205(1)
CBS Television
205(1)
ABC Television
206(1)
Dumont Television
206(1)
Fox Television
207(1)
Late-Comers
207(1)
Cable Television
208(4)
Roots of Cable
208(1)
Gerald Levin and HBO
208(2)
Turner Broadcasting System
210(1)
Growth of Cable
210(2)
Advertising
212(1)
Television Entertainment
212(3)
Early Programming
212(1)
Producing Entertainment Programs
213(1)
Changing Program Standards
214(1)
V-Chip
214(1)
Television News
215(3)
Talking Heads and Newsreels
215(1)
Shift in Network News
216(1)
24-Hour Television News
216(2)
Local News
218(1)
Public Television
218(2)
Corporation for Public Broadcasting
218(2)
Debate Over Public Funding
220(1)
Chapter Wrap-Up
220(1)
Questions for Review
221(1)
Questions for Critical Thinking
221(1)
For Further Learning
222(1)
For Keeping Up to Date
223(2)
the web
225(30)
Learning Goals
225(1)
Chapter-Opening Vignette:
225(2)
Tim Berners-Lee
World Wide Web
227(4)
New Mass Medium
227(1)
Web Terms
228(1)
Web Limitations
229(1)
New Video Infrastructure
230(1)
Internet
231(3)
The Information Highway
231(2)
Online Services
233(1)
Web Model
234(2)
Users
234(1)
Access Providers
234(1)
Content Providers
234(1)
Advertisers
235(1)
Online Advertising
236(1)
Growing Web Audience
236(1)
Web's Advertising Reach
237(1)
Web Technology
237(3)
Transistors
237(2)
Fiber Optics
239(1)
Nonlinear Communication
240(4)
Hypertext and the Web
240(3)
Hypermedia
243(1)
Hypertext in Practice
244(2)
Pre-Hypertext Innovations
244(1)
Hypertext News
245(1)
Hyperfiction
246(1)
Media Melding
246(4)
Technological Convergence
247(2)
Transition Ahead
249(1)
Government Deregulation
249(1)
Public Policy and the Web
250(2)
Universal Access
250(1)
Cyberpornography
251(1)
Chapter Wrap-Up
252(1)
Questions for Review
252(1)
Questions for Critical Thinking
253(1)
For Further Learning
253(1)
For Keeping Up to Date
253(2)
journalism
255(34)
Learning Goals
255(1)
Chapter-Opening Vignette:
255(2)
Christiane Amanpour
Journalism Traditions
257(8)
Colonial Period
257(2)
Partisan Period
259(2)
Penny Period
261(2)
Yellow Period
263(2)
Personal Values in News
265(5)
Role of the Journalist
265(1)
Journalists' Personal Values
266(2)
Journalistic Bias
268(2)
Variables Affecting News
270(3)
News Hole
270(1)
News Flow and Staffing
270(1)
Perceptions About Audience
271(1)
Availability of Material
271(1)
Competition
272(1)
Nonnewsroom Influences on News
273(2)
Executive Orders
273(1)
Advertiser Pressure
274(1)
Pressure From Sources
275(1)
Gatekeeping in News
275(2)
Gatekeepers' Responsibilities
275(1)
Gatekeepers at Work
276(1)
Global Gatekeeping
277(4)
Competition for Faraway News
277(1)
News Agencies
277(2)
Supplemental Services
279(1)
Video News Services
279(1)
Effects of Video Coverage
280(1)
Syndicates and News Products
281(1)
Syndicates' Tradition
281(1)
Syndicate Services
281(1)
Journalism Trends
282(3)
Exploratory Reporting
282(3)
Soft News
285(1)
Chapter Wrap-Up
285(1)
Questions for Review
286(1)
Questions for Critical Thinking
286(1)
For Further Learning
287(1)
For Keeping Up to Date
287(2)
public relations
289(26)
Learning Goals
289(1)
Chapter-Opening Vignette:ValuJet
289(2)
Importance of Public Relations
291(1)
Defining Public Relations
291(1)
Public Relations in a Democracy
292(1)
Origins of Public Relations
292(6)
Moguls in Trouble
292(1)
The Ideas of Ivy Lee
293(2)
Public Relations on a New Scale
295(3)
Structure of Public Relations
298(2)
Policy Role of Public Relations
298(1)
How Public Relations Is Organized
298(1)
Public Relations Agencies
299(1)
Public Relations Services
300(4)
Activities Beyond Publicity
300(2)
Public Relations and Advertising
302(1)
Integrated Marketing
302(1)
Joint Projects
303(1)
Media Relations
304(5)
Open Media Relations
304(1)
Proactive Media Relations
305(1)
Ambivalence in Media Relations
306(1)
Adversarial Public Relations
307(2)
Professionalization
309(2)
A Tarnished Image
309(1)
Standards and Certification
309(2)
Chapter Wrap-Up
311(1)
Questions for Review
312(1)
Questions for Critical Thinking
312(1)
For Further Learning
312(1)
For Keeping Up to Date
313(2)
advertising
315(28)
Learning Goals
315(1)
Chapter-Opening Vignette: Volkswagen
315(2)
Importance of Advertising
317(2)
Consumer Economies
317(1)
Advertising and Prosperity
317(1)
Advertising and Democracy
318(1)
Origins of Advertising
319(2)
Stepchild of Technology
319(1)
Industrial Revolution
319(1)
Pioneer Agencies
320(1)
Advertising Agencies
321(2)
Agency Structure
321(1)
Agency Compensation
322(1)
Advertiser Role in Advertising
323(1)
Placing Advertisements
323(3)
Media Plans
323(1)
Media Choices
324(1)
Alternative Media
325(1)
Pitching Messages
326(4)
Importance of Brands
326(1)
Lowest Common Denominator
327(1)
Market Segments
328(1)
Redundancy Techniques
328(1)
New Advertising Techniques
329(1)
Research and Psychology
330(2)
Motivational Research
330(1)
Subliminal Advertising
331(1)
Conglomeration and Globalization
332(2)
Acquisition Binge
333(1)
Agency Consolidation Problems
333(1)
Advertising Regulation
334(3)
Media Gatekeeping
334(1)
Industry Self-Regulation
335(1)
Government Regulation
336(1)
Problems and Issues
337(3)
Advertising Clutter
337(1)
Creative Excesses
338(1)
Advertising Effectiveness
338(2)
Chapter Wrap-Up
340(1)
Questions for Review
340(1)
Questions for Critical Thinking
340(1)
For Further Learning
341(1)
For Keeping Up to Date
341(2)
media research
343(22)
Learning Goals
343(1)
Chapter-Opening Vignette:
343(2)
George Gallup
Public-Opinion Sampling
345(3)
The Surveying Industry
345(1)
Probability Sampling
345(2)
Quota Sampling
347(1)
Evaluating Surveys
347(1)
Latter-Day Straw Polls
348(1)
Measuring Audience Size
348(6)
Newspaper and Magazine Audits
349(1)
Broadcast Ratings
349(2)
Audience Measurement Techniques
351(1)
Criticism of Ratings
352(2)
Measuring Audience Reaction
354(2)
Focus Groups
355(1)
Galvanic Skin Checks
355(1)
Prototype Research
355(1)
Audience Analysis
356(4)
Demographics
356(2)
Geodemographics
358(1)
Psychographics
358(2)
Applied and Theoretical Research
360(2)
Media-Sponsored Research
360(1)
Mass Communication Scholarship
361(1)
Chapter Wrap-Up
362(1)
Questions for Review
362(1)
Questions for Critical Thinking
362(1)
For Further Learning
363(1)
For Keeping Up-to-Date
363(2)
mass communication
365(18)
Learning Goals
365(1)
Chapter-Opening Vignette:
365(2)
Peter Arnett
Types of Communication
367(2)
Intrapersonal Communication
367(1)
Interpersonal Communication
367(1)
Group Communication
367(1)
Mass Communication
368(1)
Components of Mass Communication
369(1)
Mass Communicators
369(1)
Mass Messages
369(1)
Mass Media
370(1)
Mass Communication
370(1)
Mass Audiences
370(1)
Communication Models
370(4)
Role of Communication Models
370(2)
Basic Model
372(1)
Narrative Model
373(1)
Concentric Circle Model
373(1)
Mystery of Mass Communication
373(1)
Fundamentals in the Process
374(1)
Stimulation
374(1)
Encoding
374(1)
Transmission
374(1)
Decoding
374(1)
Internalization
375(1)
Players in the Process
375(1)
Gatekeepers
375(1)
Regulators
376(1)
Gatekeeper-Regulator Hybrids
376(1)
Impediments to Communications
376(2)
Noise
377(1)
Filters
378(1)
Results of Mass Communication
378(2)
Amplification
378(1)
Feedback
379(1)
Effects
380(1)
Chapter Wrap-Up
380(1)
Questions for Review
380(1)
Questions for Critical Thinking
380(1)
For Further Learning
381(1)
For Keeping Up to Date
381(2)
media effects
383(28)
Learning Goals
383(1)
Chapter-Opening Vignette: Orson Welles
383(2)
Effects Studies
385(3)
Powerful Effects Theory
385(1)
Minimal Effects Theory
386(2)
Cumulative Effects Theory
388(1)
Uses and Gratifications Studies
388(3)
Challenges to Audience Passivity
388(1)
Surveillance Function
389(1)
Socialization Function
390(1)
Diversion Function
390(1)
Consistency Theory
391(1)
Individual Selectivity
391(2)
Selective Exposure
391(1)
Selective Perception
392(1)
Selection Retention and Recall
392(1)
Socialization
393(4)
Media's Initiating Role
393(2)
Role Models
395(1)
Stereotyping
395(1)
Socialization Via Eavesdropping
396(1)
Media-Depicted Violence
397(6)
Learning About Violence
397(1)
Media Violence as Positive
397(1)
Prodding Socially Positive Action
398(1)
Media Violence as Negative
398(2)
Catalytic Theory
400(1)
Societally Debilitating Effects
401(1)
Tolerance of Violence
401(2)
Media Agenda-Setting for Individuals
403(2)
Media Selection of Issues
403(1)
Intramedia Agenda-Setting
404(1)
Media-Induced Anxiety
405(2)
Information Anxiety
405(1)
Media-Induced Passivity
406(1)
Well-Informed Futility
406(1)
Chapter Wrap-Up
407(1)
Questions for Review
407(1)
Questions for Critical Thinking
408(1)
For Further Learning
408(1)
For Keeping Up to Date
409(2)
mass media and society
411(22)
Learning Goals
411(1)
Chapter-Opening Vignette:
411(2)
Timothy Harris
Mass Media Role in Culture
413(5)
Elitism versus Populist Values
413(3)
The Case Against Pop Art
416(1)
Pop Art Revisionism
417(1)
Social Stability
418(4)
Media-Induced Ritual
418(1)
The Media and the Status Quo
419(1)
The Media and Cognitive Dissonance
419(2)
Agenda-Setting and Status Conferral
421(1)
Media and Morality
421(1)
Cultural Transmission
422(2)
Historical Transmission
422(1)
Contemporary Transmission
422(2)
Mass Media and Fundamental Change
424(1)
Human Alienation
424(1)
Television and the Global Village
424(1)
Cultural Intrusion
425(4)
Latter-Day Imperialism
425(1)
Defending Western Hegemony
426(2)
Emerging Global Media
428(1)
Insidious Western Influence
429(1)
Transnational Cultural Enrichment
429(1)
Chapter Wrap-Up
429(1)
Questions for Review
430(1)
Questions for Critical Thinking
430(1)
For Further Learning
430(1)
For Keeping Up-to-Date
431(2)
mass media and governance
433(32)
Learning Goals
433(2)
Opening Vignette:
433(2)
Mary Matalin
James Carville
Authoritarian Systems
435(5)
England Under Henry VIII
435(2)
Methods of Authoritarian Control
437(2)
Nature of Truth
439(1)
Libertarian Systems
440(3)
Optimism About the Human Mind
440(1)
Marketplace of Ideas
440(2)
First Amendment
442(1)
Freedom and Responsibility
443(2)
Challenges to Libertarianism
444(1)
Hutchins Commission
444(1)
Media Role in Governance
445(2)
Fourth Estate
445(1)
Government-Media Relations
446(1)
Media as an Information Source
447(3)
Direct versus Indirect
447(1)
Citizen Preferences
448(1)
Specialized Media
448(2)
Media Effects on Governance
450(5)
Agenda-Setting
451(1)
CNN Effect
451(1)
Priming
451(1)
Media Obsessions
452(3)
Government Manipulation of Media
455(3)
Influencing Coverage
455(1)
Trial Balloons and Leaks
456(1)
Stonewalling
457(1)
Overwhelming information
457(1)
Media-Government Issues
458(3)
Political Favors
458(1)
Campaign Spending
458(2)
Free Air Time
460(1)
Techno-Governance
460(1)
Chapter Wrap-Up
461(1)
Questions for Review
462(1)
Questions for Critical Thinking
462(1)
For Further Learning
462(1)
For Keeping Up to Date
463(2)
mass media law
465(24)
Learning Goals
465(1)
Chapter-Opening Vignette:
465(2)
Oprah Winfrey
The U. S. Constitution
467(1)
First Amendment
467(1)
Scope of First Amendment
467(1)
Prior Restraint
468(5)
Public Nuisances
468(2)
National Security
470(1)
Military Operations
471(1)
``Fire!'' in a Crowded Theater
472(1)
Slander and Mass Media
473(3)
Concept of Libel Law
474(1)
Sullivan Case
474(1)
Fair Comment and Criticism
475(1)
Privacy Law
476(2)
Intruding on Solitude
476(1)
Harassment
477(1)
Journalism Law
478(3)
Court Coverage
478(1)
Sunshine Laws
479(1)
Confidential Sources
480(1)
Obscenity and Pornography
481(1)
Import Restrictions
481(1)
Postal Restrictions
481(1)
Pornography versus Obscenity
482(1)
Censorship Today
482(2)
Local Censorship
483(1)
Library and School Boards
483(1)
Meese Pornography Commission
484(1)
Copyright
484(2)
How Copyright Works
484(1)
Music Licensing
485(1)
Chapter Wrap-Up
486(1)
Questions for Review
486(1)
Questions for Critical Thinking
486(1)
For Further Learning
486(1)
For Keeping Up to Date
487(2)
ethics and the mass media
489(20)
Learning Goals
489(1)
Chapter-Opening Vignette: Nike and CBS
489(2)
The Difficulty of Ethics
491(3)
Prescriptive Ethics Codes
491(2)
Conflict in Duties
493(1)
Moral Principles
494(3)
Golden Mean
494(1)
``Do Unto Others,''
495(1)
Categorical Imperatives
495(1)
Utilitarian Ethics
496(1)
Pragmatic Ethics
496(1)
Egalitarian Ethics
496(1)
Social Responsibility Ethics
496(1)
Process versus Outcome
497(1)
Deontological Ethics
497(1)
Teleological Ethics
497(1)
Situational Ethics
498(1)
Potter's Box
498(2)
Four Quadrants
499(1)
Limitations of Potter's Box
500(1)
Ethics and Other Issues
500(1)
Differentiating Ethics and Law
500(1)
Accepted Practices
501(1)
Prudence and Ethics
501(1)
Unsettled, Unsettling Questions
501(5)
Plagiarism
502(2)
Misrepresentation
504(1)
Gifts, Junkets and Meals
505(1)
Chapter Wrap-Up
506(1)
Questions for Review
507(1)
Questions for Critical Thinking
507(1)
For Further Learning
507(2)
About the Author 509(2)
Index 511

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