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Books #xE0; la Carte are unbound, three-hole-punch versions of the textbook. This lower cost option is easy to transport and comes with same access code or media that would be packaged with the bound book. #xA0; This Package Contains: MyCommunicationLab with E-Book Student Access Code Card and Mass Media Revolution, Books a la Carte Edition #xA0; Debuting in its first edition Mass Media Revolutionis a revolutionary learning and teaching tool designed to reflect the way students experience mass media today. With a storytelling narrative and chapter-specific videos, Mass Media Revolutionhelps students experiencemass media, enhancing their development as critical consumers. They can study, read, interact and consume their course material in print and online in a way that best suits their individual learning needs

Table of Contents



1) An Introduction to Mass Media Revolution

This chapter lays out the book’s approach to the study of mass media in the digital millennium, as well as gives a broad overview of the historical and theoretical context necessary for understanding mass media from a critical perspective.

The Style and Approach of Mass Media Revolution

Media as Storytellers

Inspiring Debate through Bias and Controversy

Experience and Scholarship

<VIDEO> A Sneak Peek at MMR

View this movie trailer of things to come as you experience Mass Media Revolution.

Appreciating Historical Context in Mass Media

Studying the Mass Media

                Passive and Active Media

                Media Framing

Models for Filtering Information and Identifying Meaning

The Humanistic Approach to Communication

Linking the Medium and the Message

<VIDEO> Marshall McLuhan, Explorations

In this 1960 broadcast, mass media theorist Marshall McLuhan predicts where the future of mass media communication and technologies are headed.

Culture and Mass Media: Sharing What We Know

            The Challenge of Cross-Cultural Communication

            The Media’s Influence on Religion and Beliefs

            Global Access, Global Threats

From My Village to the Global Village

            Proximity and Media Space

            Media Hegemony

Convergence: Understanding Mass Media in the Digital Age

            Dealing with Information Bombardment

            Media Access versus Media Overload

Audience Trends: What the Consumers Want

Why Are Audiences Always Being Researched?

<VIDEO> How Ratings Work

Understand how audience feedback systems work.

Conclusion: Understanding New Mass Media from a Critical Perspective


2) Mass Media: A Brief Historical Narrative

This chapter offers a brief survey of the roots of mass media, moving from the earliest storytellers through the dawning of the digital age .

The Storytellers

                Early Mass Media Networks

                Telling Stories in the Digital Age

The Scribes

The Visual Artists

                The Mass-Communication Power of Maps

                The Arts in the Middle Ages

                The Renaissance

The Printers and the Publishers

The Newsmakers

                The Early Knowledge Industry

                The Rise of Yellow Journalism and Penny Presses

                The First Media War in the United States

The Photographers

                The Early Photojournalists

                Photography’s Golden Age

The Music-Makers

                Music, Culture and Entertainment   

                Music, Patriotism and Revolution

The Radio Broadcasters

<VIDEO> The History of Radio

Following three decades of Marconi’s attempt at monopolizing the international wireless communication business, as well as a maze of competing innovations, patent battles and competitions between rival governments, radio at last moved beyond point-to-point communications

The Filmmakers

                Motion Pictures Become a Major Part of American Mass Media

                Early Documentary Films and Newsreels

The Television Producers

                The Birth of Television Broadcast Systems

                The Advent of News and Entertainment Television

Television Investigative Reporting

<VIDEO> News Stories

Again and again during times of national and international crisis, television news, as established by Edward R. Murrow, plays an essential role.     

The Dawning of the Digital Age

                Computers Get Linked

                The Birth of the Personal Computer

                The Emergence of a New World: The Internet

Conclusion: Mass Media Converge


 3) Media Technologies and the Dynamics of Change

This chapter covers the evolution of mass media — its vast and wide-ranging content and the constantly evolving technological platforms that deliver it.

The Stages of Technological Innovation

                The Precursor Stage

                The Invention and Development Stages

<VIDEO> Media Technology Format Wars

A closer look at the causes and industry effects of the HDDVD and Blu-Ray format wars.

The Maturity Stage

                The Antiquity Stage

Hurtling into the Future: The Effects of Technology on Mass Media

                Dominating the Media Message

                Coping with “Future Shock”

                Converging Technologies

                Evolving Roles of Mass Media in Society

                Forming a New Global Culture

<VIDEO> Paul Levinson on the Future of Mass Media

A modern communication and media professor's insight into the future of mass media–after McLuhan’s global village.The Life or Death of the Printed Word?

                The Digitization of Libraries

< VIDEO> World Digital Library

The LOC’s World Digital Library Project come to fruition.          

Print-on-Demand Publishing

                Textbook Customization

                The e-Book Market

                The Digitization of Newspapers and Magazines

Going Green in Publishing

Information Revolution: Innovations and Roadblocks

The Read-Write Media Culture        

Conclusion: Adapting to Change

Chapter Summaries




4) Print Media

This chapter traces the history and evolution of the three primary forms of print media: newspapers, magazines and books,  as well as explores how advanced media technologies may have altered these media forever. In addition, the chapter examines two contemporary forms of print media–comic books and graphic novels–and the impact they have had on other media industries

 Early American Newspaper Publishing.

               Newspapers Evolve to Dominate Mass Media

                The Industrial Revolution Alters the Newspaper Business

                Newspapers Become an Advertising-Based Business

                Early Communication Technologies Further Change the Industry

                The Establishment of News Syndicates          

The Rise of Magazine Publishing

                Early Business Challenges

                The Economics of Magazine Publishing

                Diversification of Magazine Audience, Style and Specialty

The Evolution of Book Publishing

The Social and Cultural Impact of Books

The Birth of the Novel

Technologies Extend the Print Media

The Birth of Publishing Dynasties


The late Otis Chandler, former publisher of the L.A. Times, discusses the influence of

newspapers and publishing dynasties on American culture and politics.

Print Media Go Visual

                The Use of Illustrations

                The Use of Photographs

                The Photo Magazine

The Comic Book Industry

                Will Eisner Ushers in the Modern Comic Book             

                Jerry Siegel and Joe Shuster Introduce the Comic Book Hero

                Comic Books Influence Society

                The Comic Book Industry Transitions

The Graphic Novel

The Newspaper Industry in the 20th Century  

                Early American Newspapers and the Freedom of Informaiton   

              The Fifties

              The Sixties and the Seventies

              The Eighties into the Digital Age

                                   , USA Today

Al Neuharth, founder of USA Today offers an in-depth analysis of the success and popularity of his paper.

The Magazine Industry in the 20th Century


Rob Covey, Managing Editor and Creative Director of National Geographic Online offers insight into how the publication and the magazine industry overall          is coping with the migration of content to the Web.

The Book Industry in the 20th Century

Conclusion: Will Print Media Endure the Digital Revolution?



5) Music and Radio

In this chapter we will explore the history, evolution, and interconnection of the music recording and radio broadcasting industries.

<VIDEO> Matt & Kim

Popular indie rock group Matt & Kim recount their story of going up against the major record labels.

The Cultural Influence of Music and Sound Recording

                The Phonograph Advances the Music Industry

                Musical Tastes Change in Changing Times

                New Delivery Platforms Emerge

The Birth of the Radio Broadcasting Industry

                The Recording Industry Links with Radio

                The Pioneers of Radio Broadcasting

                <VIDEO> The Battle to Build Radio

Documentary filmmaker Ken Burns tells the story of the battle between the three pioneers of radio.

                Improved Technology Spurs the Growth of Radio

                <VIDEO> FM Radio

Armstrong invents FM radio and changes the future of commercial radio.

Popular Music: The First Cultural Shift

Rock ‘n’ Roll Pushes the Social Envelope

Payola: Paying for Popularity

New Sounds, Old Sounds

Motown: The Sounds of Detroit

The Beatles and the British Invasion

Studio Mixing Transforms Popular Music

The Music of Revolution: The Second Cultural Shift

                Folk Music: The Songs of Protest

                Psychedelic Sound: When the Tide Turns

                <VIDEO> Woodstock

Looking back on the Woodstock Festival on its 40th anniversary.

Musical Styles Diversify

                Two Extremes: Hard Rock to Disco

                The Singer-Songwriters

                Punk Rock

MTV and the Birth of Music Videos

Alternative and Independent Music

The Grunge Alternative

The Hip Hop Movement

Music and Radio Transition into the Digital Age

                Deregulation and Consolidation Transform 21st-Century Radio

                Is Internet Killing Radio?

                Commercial Satellite Radio

Peer-to-Peer (P2P) File Sharing Revolutionizes Music

Conclusion: Music and Radio Converge–and Endure



 6) Film and Television


Narrative in Film


  An overview on the significance of mise-en-scene in filmic storytelling.

The Early Innovators of Film

                        The Special Effects of Georges Méliès

                        A Trip to the Moon

                        View the special effects–spectacular for its time–of Méliès’ A Trip to the Moon.

                        The Editing Techniques of Edwin Porter

                        The Great Train Robbery

Porter's cross-cutting editing technique made it possible for films to display action happening in multiple locations.

The Rise of the Hollywood Studio System

Hollywood’s Golden Age

                        New Sound Technologies Herald the Success of Talkies

                        The Star System Maximizes Studio Profits

The Big Five Start to Lose Power

                        The Rise of the Financing-Distribution Model

                        Post-Studio System Distribution and Exhibition Practices

                        The Industry after the Golden Age

                        Gone with the Wind

Gone with the Wind is one of the earliest blockbusters that reflected a financially successful change in the movie industry's business model, following the end of Hollywood's Golden Age.

The Influence of International Cinema Styles

        European Cinema

                        The Maltese Falcon

                        John Huston's The Maltese Falcon (1941) adopts the French film noir style.

        Asian Cinema

                        The Joy Luck Club

This fan trailer of The Joy Luck Club nicely sums up some of the film's major themes.

        Middle Eastern Cinema

        Latin American Cinema

        Foreign Film Inspires a New Ratings System

The Motion Pictures Rating System of 1968

The Rise of the Independent Film Movement

The Magic of Special Effects


                        Audiences love special effects, as depicted in this short video history.

The Film Industry in the Digital Age

        The Film Industry Suffers Decreased Revenue

        The Film Industry Shifts Its Business Model Again

Narrative in Television

                       <VIDEO> Lost

Appreciate the sophisticated storytelling of television drama, as depicted in the popular series, Lost.

The Evolution of Television

        Early Television Programming

        The Big Four Networks

Television Genres

        The Situation Comedy

                       <VIDEO> All in the Family

                        Watch how All in the Family deals with social, racial and gender stereotypes.

        The Drama

        Sports Programming

                        <VIDEO> NASCAR 2010 Sprint All-Star Promo

                        NASCAR has become part of the American cultural phenomenon.

        The Soap Opera

                        <VIDEO> Anatomy of a TV Show: The Young and the Restless

                        Take a look behind the scenes of a popular daytime drama in the making.

        Reality Television


                        See for yourself why so many people look forward to seeing who wins the amazing race.

Cable Television Innovates Content


The Wire represents a new form of television that’s attracting viewers and producing revenue.

Conflicting Visions of the Future of Television

Conclusion: The Audience Drives the Future of Film and Television


7) New Media

This chapter explains what new media is and explores the highlights in its evolution, its contrast to what we now call old media, and new media’s impact on society and culture in the 21st century.

What Are the New Media and from Where Did They Originate?

                The New New Media

The New Media Meme

Innovators and Visionaries of the Internet

The Information Superhighway

The Evolution of Web 2.0

Rediscovering Text: E-mail and Text-Messaging

<VIDEO> Language of Texting

This investigative report segment details the explosion of text messaging amongst high school students.

The Dynamic New Media

                Linear vs. Nonlinear Content

User-Mediated Content

Participatory Content Creation

Knowledge Sharing: An Open Source Model

Consuming New Media: Honing Critical Skills

Media Convergence: The Current Wave

Current TV and Current.Com

The Effects of Content Mobility

Viral Media

                YouTube and User-Generated Television

Linking Up: The 21st-Century Phenomenon of Social Networking

Digital Meeting Places 

The Dark Side of Online Social Networking

Follow My Twitter              


                Activism and Citizen Journaling

New Media Politics: Grassroots to Mainstream

<VIDEO> Politics in Cyberspace

New media pioneer Robert Greenwald looks at the impact of new media TV journalism on politics and democracy.

                The Net Roots Movement

                Technology and Participatory Democracy

The Gaming Generation: Playing in Alternate Worlds

                War Games Lead to Video Games

                The Development of PC and Console Games

                Video Games Converge with Hollywood Movies

<VIDEO> Cinematic Video Games

A preview of some of the genre’s most formidable franchises: Halo, Metal Gear Solid and Grand Theft Auto.

Virtual Worlds: Playing in Alternate Realities 

                Sim City

                                <VIDEO> Virtual Reality Gaming

Take a tour through the virtual gaming universe in this preview of popular games Little Big Planet, Spore, Second Life and World of Warcraft

                Second Life

Massively Multiplayer Online Role-Playing Games

Conclusion: New New Media and the Impact on Society and Culture




8 ) Advertising and Public Relations

Learn about the allied fields of advertising and public relations in this chapter, and discover and how they influence the public’s attitudes and beliefs about everything from products and brands to political leaders, to government policies and the media.


<VIDEO> Apple 1984

The legendary Apple 1984 commercial has survived on Websites such as YouTube, and shaped futurist-styled advertisements for technology and communication products.

Tracing the History of American Advertising

Advertising Is All Around Us

<VIDEO> Mini-Stories

This video montage of Mobius Award — winning commercials illustrates how successful advertising draws us into the story, despite how impractical or unreasonable it may be.

Product Affinity: Making Us Want It

        Unlocking the Code to Our Desires

        Relying on Universal Appeal

<VIDEO> Ejector Pew

Provocative religious commercials, such as this one can cast religious messages using trendy and even humorous imagery.

<VIDEO> Suspend Reality

Commercial advertising, at its most effective, asks us to suspend reality and accept that we can be part of the story it is presenting.

        Teaching and Informing

Narrowcasting: Connecting Consumers and Products

Product Placement: Advertising without Advertising

Breaking the Rules: Advertising in the 21st Century

        <VIDEO> Humor

Humor is an effective way of engaging audience attention or “capturing eyeballs.”

The Influences of Commercial Advertising

        <VIDEO> Dove Evolution

Dove brand produced a series of commercials that, rather than promote artificial beauty, encouraged young women to embrace and nurture their natural beauty, body and self esteem.            

Political Advertising: Making Us Vote for It

        <VIDEO> Johnson Daisy Girl

Sometimes negative messages are far from subtle, as depicted in this 1964 Lyndon Johnson ad, which played on the Cold War fears of most Americans at the time.       

> Kerry Swift Boat Vets

The Republican political action group called the Swift Boat Veterans for truth created a series of television ads questioning the actions of 2004 Democratic presidential candidate John Kerry.

        <VIDEO> Clinton 3 A.M.

When then Senator Barack Obama tenaciously held on to the lead in the closely contested Democratic Primary race, then Senator Hillary Clintons came out with this ad spot.

Public Relations: Building and Managing Image

Tracing the History of American PR

Public Relations Today

        Fair Advocacy

        Content Creation

360º Campaigning

Developing Public Interest: Paparazzi and Promoters

Developing Public Trust: PR Ethics

Raising Social Awareness: The PSA

        <VIDEO> Sample PSAs   

Anti-smoking ads such as the one shown in this video reinforce the health risks of tobacco use, especially to younger audiences.            

Facilitating Communication: Diversity in New PR

Conclusion: Selling Ideas, Framing Perceptions


9) Media Industry

In this chapter we take a look inside the fascinating and often complex world of the business and economics of the media industry and the forces and challenges driving the industry in the 21st century.

Tracing American Media Ownership

Vertical Integration: Process and Impact

Public Corporations and Private Ownership

Localism: A Model Alternative

Content Control from the Boardroom

                News Corporation: Agenda or Profit?

<VIDEO> Corporate Influences on the News

An excerpt from Outfoxed: Rupert Murdoch’s War on Journalism, highlighting public concerns over corporate control of the news.

                Catering to Local Audiences

The Economics of Media: Three Models

                The American Commercial Model

                The Public Sphere Model

                The New Media Model: The Internet Alternative

                                The Impact on Newspapers

                <VIDEO> Arianna Huffington

The Huffington Post’s successful business model is helping drive the migration of newspapers and news magazines onto the Web.

                                The Impact on Book Publishers

                                The Impact on Music and Video Distribution

The Role of the Federal Communication Commission (FCC)       



The Business of Music and Sound Recording

                Technology Turns the Tide: Music Makes Money

                The Recording Industry

                Race Music: The Predecessor to Rhythm and Blues

The Business of Radio

                Commercial Radio: Beginnings

                Recording Technologies Drive Radio Content

                Going Digital: The Demise of Music on the Radio

The Business of Television and Film

The Audience Is “King”

                Finding the Right Audience: Targeting Factors

                Audiences under the Influence: Media Effects

                Researching the Audience: Identifying Trends

                Targeting the Children’s Audience

Empowering the Passive Media Consumer

The Effects of Media Globalization



Conclusion: Surviving the Business of Mass Media in the Digital Age



10)  Media Bias

This chapter explores why some media outlets show specific bias and identifies the different forms of bias that exist; it also takes a critical look at the audience’s role in driving bias in the media. .

The Building Blocks of Bias

<VIDEO> Catherine Crier on Media Bias

Catherine Crier, former State Supreme Court Judge, author, and TV host discusses media bias.

Are Media Always Biased?

Packaging Media Bias

Types of Media Bias

                Bias by Selection

                Bias by Extraordinary Experience

                Bias by Market Demand

                <VIDEO> Perspectives on Media Bias

Multiple perspectives on bias in the media from top personalities in the field.

The Economics of Media Bias

                Do Advertisers Support Media Bias?

Corporate Control of the Media Message

                Federal Control of the Media Message

Bias in Film and Television

                The Liberal Rebel
                The Global Evangelist

                The Missionary Filmmaker

                The Civics Lesson

                The Newsman-Comic

                The Protector

Bias in Blogs

Are Mainstream Media Liberally Biased?

Drawing the Line between Fact and Opinion

                                                <VIDEO> REM, “Bad Day”

Michael Stipe’s satirical musical commentary on the 24/7 news cycle.

Conclusion: What Is the Impact of Bias in American Media?


11)  Mass Media Law and Ethics

This chapter explores the inextricable links between mass media, law, and the advance of technological innovation, as well as how we should define media ethics in our rapidly evolving global culture.

Brief History of Mass Media Law

                                The Printing Press Challenges Early Regulation

                                Benjamin Franklin and the Fourth Estate

                                The First Amendment

Excerpts from HBO’s Assume the Position special with Robert Wuhl.

Early Attempts at Censorship

Regulatory Censorship in the 21st Century

Defamation: Libel and Slander

Media and Privacy

                Privacy on the Internet

                Invasion of Privacy Laws

The widespread use of security monitoring technology in public places is challenging previous legal limitations on the protection of individual privacy.

The Privacy of Public Figures and in Public Places

                Mass Media Law and National Security

                                Prior Restraint

                                The Freedom of Information Act (FOIA)

                Historic Roots of Copyright Law

Stanford University Law Professor Lawrence Lessig explores the historic roots and present 21st-century challenges of U.S. Copyright Law.

                Fair Use Doctrine

Copyright and Ownership of Digital Properties

                                Enforcing Copyright Law in a Digital World

<VIDEO> Copyright Basics

An animated quick tutorial on how copyright works.

Alternative Approaches to Copyright Protection

> Creative Commons

Introduction to the Creative Commons alternative to copyright.

Enforcing Copyright Law on a Global Playing Field

                                                International Models of Intellectual Property Law

International Broadcast Law and Regulation

                Confidentiality in News Gathering

                Reporting on Government Officials and Agencies

Reporting on the Judiciary

Pornography: Free Expression or Obscenity?

                Distinguishing between Obscenity and Pornography

                The Miller Test

                Ethics and Mass Media

                                The Philosophy behind Mass Media Ethics

                                Self-Regulation in the Media

<VIDEO> Journalistic Ethics

Former White House correspondent Lee Thornton on journalistic ethics and the Jayson Blair case.

The Ethical Challenges of a Converged World

                The Public as Media Producers: Ethical Responsibilities

                Critical Models for Mass Media Ethics

Conclusion: We Are All Legally and Ethically Responsible





12) The Power of Photography in Mass Media

This chapter concentrates on photography as a visual mass medium and how technological advances in photography have contributed to a more active media-consumer culture.

Visual Communication in Mass Media

                Understanding Visual Literacy

Finding Meaning in Visual Media

            The Visual Form

            The Subject Matter

            The Media Environment

Photography and Modern Culture

> Photographic Impact

Learn how the language of photography has helped us to define our sense of culture, identity and history.

                Manufactured Realities

                Framed Realities

> Photography and Society

Watch this segment on the impact of American photography on society, culture and education.

                Sexuality as Subject

Photojournalism: The Image as a Mass Medium

                Photojournalism Covers Major Events

                Photojournalism Profiles Faces of the Great Depression

                Photojournalism during World War II

                Photojournalism in the Post-WWII Years

                Photojournalism Covers Science and Nature

> Ansel Adams

A look into Ansel Adams's photographic style and the impact his nature photography had on mass media content.

                Photography in the Digital Age



13)  Journalism in the Digital Millennium

In this chapter we will explore New Journalism and the special trends and challenges facing journalists in the 21st century and the new skill sets required to meet these new challenges.

Reinventing Journalism for the Digital Millennium

                From Short-Tail to Long-Tail Journalism

                24/7 News Cycle: All the News, All the Time

                Breaking the Story in the 24/7 News Cycle

                Pioneers of the 24/7 News Cycle

New Journalism: Alternative Forms and Methods


                News Aggregator Sites

The New World of Reporting, Writing and Editing the News

                Mediated Content in the Digital World: We Still Need Editors

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