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Electronic Media: An Introduction,9780073526164
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Electronic Media: An Introduction



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McGraw-Hill Education
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Electronic Media: An Introductionprovides students the essentials for interacting with electronic media whether they plan to become media producers or shrewd media consumers. The text discusses the most current media forms and the functions of those forms as they relate to advertising, promotional, regulatory, ethical and global issues. Students will explore types of media careers and learn how to obtain those jobs by developing networking and interviewing skills and by preparing strong application materials.

Table of Contents

Part I – Electronic Media Forms

Chapter 1 – An Overview of Electronic Media

1.1 A Rationale for Study

1.2 Chronological Highlights and Interactions

1.3 Ownership of Media Devices

1.4 Use of Electronic Media

1.5 The Functions of Media

1.6 The Democratization of Media

1.7 Convergence, Proliferation, and Resilience

1.8 Issues and the Future

1.9 Summary

Suggested Websites


Chapter 2 – The Internet, Portable Platforms, and Video Games

2.1 Origins of the Internet

2.2 Standardizing the Internet Design

2.3 The Beginning of Email

2.4 The World Wide Web

2.5 Privatizing the Internet

2.6 Refining the Internet

2.7 Ups and Downs of Internet Companies

2.8 Audio on the Internet

2.9 Video on the Net

2.10 Social Networking

2.11 The Rise of Portable Platforms

2.12 Cell Phones

2.13 Smartphones

2.14 Pods and Pads

2.15 The Early Days of Video Games

2.16 Games Falter and Rebound

2.17 Game Console Wars

2.18 Games for the Internet and Beyond

2.19 Issues and the Future

2.20 Summary

Suggested Websites


Chapter 3 – Cable, Satellite, and Telco TV

3.1 The Beginnings of Cable TV

3.2 Early Cable TV Regulations

3.3 Early Cable TV Programming

3.4 HBO’s Influence

3.5 The Beginnings of Satellite TV

3.6 Cable TV’s Gold Rush

3.7 Growth of Cable TV Programming Services

3.8 Cable TV Regulations Revisited

3.9 Satellite TV Revived

3.10 Programming Changes

3.11 Telephone Company Entry

3.12 Regulations Continued

3.13 Competitions Galore

3.14 Issues and the Future

3.15 Summary

Suggested Websites


Chapter 4 – Broadcast Television

4.1 Early Experiments

4.2 The Emergence of Broadcast Television

4.3 The Freeze

4.4 Early TV Programming

4.5 Blacklisting

4.6 The Live Era

4.7 Color TV Approval

4.8 Prerecorded Programming

4.9 The Quiz Scandals

4.10 Reflections of Upheaval

4.11 A Vast Wasteland?

4.12 The Public Broadcasting Act of 1967

4.13 Government Actions of the 1970s

4.14 Network Changes

4.15 More Government Interaction

4.16 Programming Changes

4.17 Growth of Hispanic Television

4.18 Digital TV and HDTV

4.19 Broadcasting and Newer Technologies

4.20 Issues and the Future

4.21 Summary

Suggested Websites


Chapter 5 – Radio and Audio

5.1 Early Inventions

5.2 The Sinking of the Titanic

5.3 World War I

5.4 The Founding of RCA

5.5 Early Radio Stations

5.6 The Rise of Advertising

5.7 The Formation of Networks

5.8 Chaos and Government Action

5.9 The Golden Era of Radio

5.10 The Press-Radio War

5.11 World War II

5.12 The Early Development of Audio Recording

5.13 The Rise of the D. J.

5.14 FM Radio Development

5.15 The Restructuring of Public Radio

5.16 College Radio

5.17 The Changing Structure of Commercial Radio

5.18 Consumer Audio Options

5.19 Satellite and HD Radio

5.20 Internet Radio

5.21 Issues and the Future

5.22 Summary

Suggested Websites


Chapter 6 – Movies and Home Video

6.1 Early Developments

6.2 The First Movies

6.3 Studio Beginnings

6.4 Griffith and His Contemporaries

6.5 Hollywood during the Roaring Twenties

6.6 Sound

6.7 The “Golden Years” of Moviemaking

6.8 Color

6.9 Hard Times

6.10 The Road Back

6.11 Mythmakers Lucas and Spielberg

6.12 Analog Home Video

6.13 Digital Discs

6.14 Enter TiVo

6.15 The Internet the “Cloud”

6.16 Moviemaking Today

6.17 Issues and the Future

6.18 Summary

Suggested Websites


Part II – Electronic Media Functions

Chapter 7 – Careers in Electronic Media

7.1 Desirable Traits for Electronic Media Practitioners

7.2 College Preparation

7.3 Outside Activities

7.4 Internships

7.5 Networking

7.6 Job Applications

7.7 Finding the First Job

7.8 Interviewing

7.9 Diversity

7.10 Unions and Agents

7.11 Compensation

7.12 Types of Job Possibilities

7.13 Issues and the Future

7.14 Summary

Suggested Websites


Chapter 8 – Programming

8.1 Sources of Programs

8.2 Development

8.3 The News Process

8.4 Formats

8.5 Scheduling

8.6 Drama

8.7 Comedy

8.8 Reality

8.9 Games

8.10 Music

8.11 News

8.12 Sports

8.13 Talk Shows

8.14 Documentaries and Information

8.15 Religion

8.16 Children’s Programming

8.17 Issues and the Future

8.18 Summary

Suggested Websites


Chapter 9 – Sales and Advertising

9.1 Media-to-Consumer Sales

9.2 Media-to-Media Sales

9.3 Media to Advertiser Sales

9.4 Contacting Advertisers

9.5 Convincing Advertisers

9.6 Determining the Type of Ad

9.7 Determining the Cost

9.8 Producing the Advertisement

9.9 Handling Controversies

9.10 Issues and the Future

9.11 Summary

Suggested Websites


Chapter 10 – Promotion and Audience Feedback

10.1 Promotion

10.2 Forms of Audience Feedback

10.3 Audience Research Companies

10.4 Sampling

10.5 Collecting Data

10.6 Analyzing Quantitative Data

10.7 Qualitative Research

10.8 Pretesting

10.9 Other Forms of Research

10.10 Reporting Results

10.11 How Audience Measurement Is Used

10.12 Issues and the Future

10.13 Summary

Suggested Websites


Chapter 11 – Laws and Regulations

11.1 The Federal Communications Commission

11.2 The Executive Branch

11.3 The Legislative Branch

11.4 The Judicial Branch

11.5 The First Amendment

11.6 Profanity, Indecency, and Obscenity

11.7 Privacy

11.8 Libel, and Slander

11.9 Copyright

11.10 Access to the Courts

11.11 Licensing

11.12 Ownership

11.13 Equal Time

11.14 Other Regulations

11.15 Issues and the Future

11.16 Summary

Suggested Websites


Chapter 12 – Ethics and Effects

12.1 Interrelationships of Laws and Ethics

12.2 Ethical Guidelines

12.3 Ethical Considerations

12.4 Effects of Media

12.5 Organizations That Consider Effects

12.6 High-Profile Effects

12.7 Issues and the Future

12.8 Summary

Suggested Websites


Chapter 13 – Technical Underpinnings

13.1 Production Overview

13.2 Audio Production

13.3 Video Production

13.4 Computer Production

13.5 Distribution Overview

13.6 Wire Transmission

13.7 Wireless Transmission

13.8 Exhibition Overview

13.9 Motion Picture Exhibition

13.10 Radio and Audio Reception

13.11 Video Exhibition

13.12 Issues and the Future

13.13 Summary

Suggested Websites


Chapter 14 – The International Scene

14.1 Early Film

14.2 Early Radio

14.3 The Colonial Era

14.4 World War II and Its Aftermath

14.5 Early Television

14.6 Broadcasting’s Development

14.7 The Concerns of Developing Nations

14.8 The Coming of Satellites

14.9 Privatization

14.10 The VCR

14.11 The Collapse of Communism

14.12 Indigenous Programming

14.13 Globalization

14.14 The Digital Age

14.15 Issues and the Future

14.16 Summary

Suggested Websites




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