The Media of Mass Communication

by Vivian, John

• ISBN13: 9780205418480
• ISBN10: 0205418481
• Edition: 7th
• Format: Paperback
• Copyright: 2005-01-01
• Publisher: Allyn & Bacon

Summary

This up-to-date, reader-friendly presentation of the mass media helps instructors use the media to teach the media and explore its excitement, complexity, and impact on our lives. Widely praised for his ability to make learning interesting, Vivian excites students as they explore the ever-changing subject of mass communication. This edition retains the emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, and culture. The coverage of media literacy, an underlying theme since the first edition, has been enhanced with a new feature. The three part-organizationthe media, media messages, and media issueshas been strengthened by the addition of a totally new chapter on entertainment to balance the coverage of other types of media messages.

Table of Contents

Features	xvii
Preface	xix
About the Author	xxvi
Award for Excellence	xxviii
SECTION 1 The Mass Media
Mass Media
Vignette	1	(1)
Sumner Redstone
Importance of Mass Media	2	(3)
Pervasiveness	2	(1)
Information Source	3	(1)
Entertainment Source	4	(1)
Persuasion Forum	4	(1)
Binding Influence	4	(1)
Primary Mass Media	5	(2)
Print Media	5	(1)
Electronic Media	6	(1)
Chemical Media	6	(1)
Mass Media Models	7	(3)
Hot-Cool Model	7	(1)
Entertainment-Information Model	7	(1)
Content-Distribution Model	8	(1)
Maturation Model	9	(1)
Elitist-Populist Model	10	(1)
Economics of Mass Media	10	(5)
Economic Foundation	10	(5)
Economic Imperative	15	(1)
Upside and Downside	15	(1)
Media Demassification	15	(1)
Technology and Demassification	15	(1)
Effects of Demassification	16	(1)
Media Conglomeration	16	(7)
Media Ownership Consolidation	16	(1)
Media Ownership Collaboration	17	(2)
Dubious Effects of Conglomeration	19	(4)
Positive Effects of Conglomeration	23	(1)
Media Melding	23	(1)
Digitization	23	(1)
Intracorporate Synergy	24	(1)
Media Future: Mass Media	24	(1)
Chapter Wrap-up	24	(1)
Questions for Review	24	(1)
Questions for Critical Thinking	25	(1)
Keeping up to Date	25
Media Databank Media Consumption	2	(1)
Media Abroad Mass Media and National Development	3	(3)
Media Timeline Media Technology	6	(5)
Media Databank Media Costs	11	(6)
Media Abroad Thomson Conglomerate	17	(1)
Media People Roy Thomson	18	(1)
Media Databank Biggest U.S. Media Companies	19	(3)
Media People Vivendi Mastermind	22	(5)
Books
Vignette	27	(1)
J. K. Rowling
Books in the Culture	28	(3)
Books in Human History	28	(2)
Books in National Development	30	(1)
Book Categories	31	(3)
Trade Books	32	(1)
Textbooks	33	(1)
Book Publishers	34	(3)
Major Houses	34	(1)
Book Industry Consolidation	35	(1)
Government Printing Office	35	(1)
Small Publishers	36	(1)
Book Production	36	(1)
Book Authors	37	(1)
Authoring Process	37	(1)
Author-Publisher Relations	37	(1)
Book Issues	38	(4)
Blockbusters	38	(1)
Mass Marketing	39	(1)
Book Censorship	40	(2)
Evaluating Books	42	(2)
Populist Measures	42	(2)
Quality Measures	44	(1)
Book Trends	44	(5)
Paperback Books	44	(1)
Book Retailing	45	(1)
Electronic Books	46	(2)
Books and Media Melding	48	(1)
Media Future: Books	49	(1)
Chapter Wrap-up	50	(1)
Questions for Review	50	(1)
Questions for Critical Thinking	50	(1)
Keeping up to Date	51
Media People Johannes Gutenberg	29	(1)
Media Abroad Cuban Free Libraries	30	(1)
Media Timeline Development of Books	30	(1)
Media People William Holmes McGuffey	31	(1)
Media People Alice Mayhew	32	(1)
Media Databank New U.S. Books	33	(1)
Media People Joy Hakim	34	(1)
Media Databank Major Book Publishers	35	(4)
Media People Maxwell Perkins	39	(6)
Media Databank What Books Cost	45	(2)
Media People Jeff Bezos	47	(6)
Magazines
Vignette	53	(1)
Bonnie Fuller
Influence of Magazines	54	(2)
Contributing to Nationhood	54	(1)
National Advertising Medium	55	(1)
Massive Magazine Audience	55	(1)
Magazines as Media Innovators	56	(2)
Investigative Reporting	56	(1)
Personality Profiles	56	(1)
Photojournalism	56	(2)
Consumer Magazines	58	(5)
Circulation Leaders	58	(1)
Newsmagazines	59	(1)
Newspaper Supplements	60	(1)
Women's Magazines	61	(1)
Men's Magazines	62	(1)
Comic Books	62	(1)
Non-Newsrack Magazines	63	(2)
Sponsored Magazines	63	(1)
Trade Journals	63	(1)
Criticism of Trade Magazines	64	(1)
Newsletters	64	(1)
Magazine Demassification	65	(5)
Heyday of Mass Magazines	65	(1)
Assault from Television	65	(1)
A Narrower Focus	66	(2)
Critics of Demassification	68	(1)
New Competition	68	(1)
Web Magazines	69	(1)
Evaluating Magazines	70	(2)
Populist Measures	70	(1)
Quality Measures	70	(1)
Reader Usage Measure	71	(1)
Media Future: Magazines	72	(1)
Chapter Wrap-Up	73	(1)
Questions for Review	73	(1)
Questions for Critical Thinking	73	(1)
Keeping up to Date	73
Media Timeline Magazines	55	(2)
Media People Margaret Bourke-White	57	(2)
Media People DeWitt and Lila Wallace	59	(1)
Media Databank Magazine Circulation	60	(1)
Media People Sara Josepha Hale	61	(5)
Media Databank Magazine Advertising Revenue	66	(1)
Media People Bob Petersen	67	(5)
Media Databank RUM: Reader Experience	72	(3)
Newspapers
Vignette	75	(1)
Mary Junck
Importance of Newspapers	76	(1)
Newspaper Industry Dimensions	76	(1)
Content Diversity and Depth	76	(1)
Newspaper Chain Ownership	77	(3)
Trend Toward Chains	77	(2)
Assessing Chain Ownership	79	(1)
National Dailies	80	(5)
USA Today	80	(1)
Wall Street Journal	81	(3)
Christian Science Monitor	84	(1)
New York Times	85	(3)
Newspaper of Record	85	(1)
New York Times Heritage	85	(2)
National Edition	87	(1)
Hometown Newspapers	88	(1)
Metropolitan Dailies	88	(1)
Hometown Dailies	89	(1)
Challenges for Daily Newspapers	89	(3)
Circulation	89	(1)
Sunday Editions	90	(1)
Advertising	90	(1)
Web Transition	91	(1)
Clustering	91	(1)
Weekly Newspapers	92	(1)
Community Weeklies	92	(1)
Shoppers	93	(1)
Alternative and Minority Newspapers	93	(3)
Counterculture Newspapers	93	(1)
Gay Newspapers	94	(1)
Black Newspapers	94	(1)
Foreign-Language Newspapers	95	(1)
Evaluating Newspapers	96	(2)
Circulation and Penetration	96	(1)
Quality Indicators	97	(1)
Media Future: Newspapers	98	(2)
Chapter Wrap-up	100	(1)
Questions for Review	100	(1)
Questions for Critical Thinking	100	(1)
Keeping up to Data	101
Media Databank Largest U.S. Newspapers	77	(1)
Media Databank Newspaper Chains	78	(2)
Media Databank Newsroom Salaries	80	(2)
Media People Karen Jurgenson	82	(1)
Media Timeline Notable Dailies	83	(14)
Media Databank Best U.S. Newspapers	97	(2)
Media People George Gilder	99	(4)
Recordings
Vignette	103	(1)
Shawn Fanning
Recorded Music as a Social Force	104	(2)
Rallying Power	104	(1)
Leading and Reflecting Change	105	(1)
Sound-Recording Technology	106	(3)
Mechanical	107	(1)
Electrical	108	(1)
Digital	108	(1)
Recording Industry	109	(2)
Industry Scope	109	(1)
The Majors	109	(1)
Indies	110	(1)
Changes in the Music Business	111	(3)
Music Demassification	111	(1)
Streaming Crisis	112	(1)
Steve Jobs and the iPod	112	(2)
Evaluating Record Companies	114	(1)
Populist Measures	114	(1)
Quality Measures	114	(1)
Recording Industry Issues	115	(2)
Piracy	115	(1)
Music-Swapping	116	(1)
Airplay	116	(1)
Censorship and Recorded Music	117	(2)
Objectionable Music	118	(1)
Record Labeling	118	(1)
Lyrics and Young People	118	(1)
Media Future: Recordings	119	(2)
Chapter Wrap-up	121	(1)
Questions for Review	121	(1)
Questions for Critical Thinking	121	(1)
Keeping up to Data	121
Media People Elvis Presley	106	(2)
Media Timeline Record Industry	108	(1)
Media Databank Formats	108	(2)
Media Databank Record Sales	110	(1)
Media People Berry Gordy	111	(6)
Media People Alan Freed	117	(2)
Media Abroad Icelandic Rock	119	(1)
Media People Clive Davis	120	(3)
Movies
Vignette	123	(1)
Kevin Costner
Importance of Movies	124	(3)
Overwhelming Experience	124	(1)
Hollywood's Cultural Influence	124	(3)
Movie Industry	127	(4)
Production	127	(1)
Exhibition	128	(1)
Auxiliary Enterprises	129	(2)
Industry Ownership	131	(4)
Major Studios	132	(1)
Independent Producers	133	(2)
Movie Technology	135	(1)
Adaptation from Photography	135	(1)
Sound	136	(1)
Media Rivals	136	(5)
Television's Challenge	136	(1)
Content Innovation	137	(1)
Digital	138	(1)
Melding Media	138	(3)
Movie Censorship	141	(3)
Morality as an Issue	142	(1)
Movies and Changing Mores	142	(1)
Current Movie Code	142	(2)
Evaluating Movies	144	(2)
Box Office and Grosses	145	(1)
Movie Criticism	146	(1)
Media Future: Movies	146	(2)
Chapter Wrap-up	148	(1)
Questions for Review	148	(1)
Questions for Critical Thinking	148	(1)
Keeping up to Date	149
Media People Robert Flaherty	125	(1)
Media Abroad FilmAid in Africa	126	(1)
Media Databank Top-Earning Movies	127	(1)
Media People Adolph Zukor	128	(2)
Media Timeline Movie Exhibition	130	(1)
Media Databank Major Movie-House Chains	131	(1)
Media Databank Major Movies Studios	132	(1)
Media People Steven Spielberg	133	(1)
Media People Amorette Jones	134	(3)
Media Timeline Movie Technology	137	(1)
Media Abroad Foreign-Language Films	137	(3)
Media Abroad Movies of India	140	(3)
Media People Hollywood 10	143	(1)
Media People Jack Valenti	144	(1)
Media Abroad Canada's Hollywood Problem	145	(2)
Media People Michael Eisner	147	(4)
Radio
Vignette	151	(1)
Lowry Mays
Significance of Radio	152	(1)
Radio as a Motivator	152	(1)
Ubiquity of Radio	153	(1)
Scope of the Radio Industry	153	(1)
Technical Development	153	(2)
Electromagnetic Spectrum	154	(1)
Transmitting Voices	154	(1)
Characteristics of U.S. Radio	155	(4)
Radio in the Private Sector	155	(2)
Role of Advertising	157	(1)
Noncommercial Radio	158	(1)
Radio as Entertainment	159	(3)
Early Mass Programming	159	(1)
Formats for Specific Audiences	160	(2)
Radio News	162	(5)
Pioneer Radio News	162	(1)
McLendon's Influence	162	(1)
Decline of Radio News	163	(1)
Talk Radio	164	(3)
Radio Networks	167	(2)
Four Historic Networks	167	(1)
Radio Networks Today	168	(1)
Affiliate-Network Relations	169	(1)
Broadcasting Regulation	169	(7)
Trusteeship Rationale	169	(3)
Regulating Networks	172	(2)
Broadcast Deregulation	174	(1)
Emergency Alerts	174	(2)
Quality on the Air	176	(1)
Marketplace Values	176	(1)
Measuring Quality	176	(1)
Media Future: Radio	177	(2)
Risk-Free Bland Programming	177	(1)
Digital Radio	177	(1)
Web Radio	178	(1)
National Radio	178	(1)
Chapter Wrap-Up	179	(1)
Questions for Review	179	(1)
Questions for Critical Thinking	179	(1)
Keeping Up to Date	179
Media Timeline Radio	154	(4)
Media People Greg Smith	158	(1)
Media People Terry Gross	159	(2)
Media People Rick Dees	161	(2)
Media People Edward R. Murrow	163	(2)
Media People Don Imus	165	(3)
Media Databank Radio Chains	168	(2)
Media People John Brinkley	170	(3)
Media Abroad Radio Marti	173	(1)
Media Abroad Canadian National Identity	173	(1)
Media Abroad Italian Regulation	174	(1)
Media People Randy Michaels	175	(6)
Television
Vignette	181	(1)
Jeff Gaspin
Impact of Television	182	(3)
Cultural Impact	182	(1)
Mass Media Shake-Up	183	(2)
Technology of Television	185	(3)
Electronic Scanning	185	(2)
Integrated Standardization	187	(1)
High-Definition Television	187	(1)
Streaming	187	(1)
Structure of U.S. Television	188	(3)
Dual National System	188	(1)
Affiliate-Network Relations	189	(2)
Delivery Systems	191	(2)
Over-Air Stations	191	(1)
Cable Systems	191	(1)
Satellite-Direct	192	(1)
Interactive Television	192	(1)
Over-Air Television	193	(3)
Big Four Networks	193	(2)
Other Networks	195	(1)
Cable Television	196	(5)
Roots of Cable	196	(1)
Gerald Levin and HBO	197	(1)
Turner Broadcasting System	197	(1)
Growth of Cable	197	(3)
Advertising	200	(1)
Television Entertainment	201	(3)
Early Programming	201	(1)
Producing Entertainment Programs	202	(1)
Changing Program Standards	203	(1)
Ratings System	204	(1)
Television News	204	(4)
Talking Heads and Newsreels	205	(1)
Shift in Network News	206	(1)
24-Hour Television News	207	(1)
Local News	208	(1)
Public Television	208	(2)
Corporation for Public Broadcasting	208	(1)
Debate over Public Funding	209	(1)
Evaluating Television	210	(2)
Populist Measures	211	(1)
Quality Measures	212	(1)
Media Future: Television	212	(1)
Chapter Wrap-Up	212	(1)
Questions for Review	213	(1)
Questions for Critical Thinking	213	(1)
Keeping Up to Date	213
Media Timeline Television	185	(1)
Media People Philo Farnsworth	186	(2)
Media Databank Broadcast Numbers	188	(1)
Media Abroad Japanese Television	189	(1)
Media Databank Television Network Advertising	189	(1)
Media Abroad British Broadcasting Corporation	190	(1)
Media Abroad Globo Group of Brazil	191	(2)
Media Databank Television Content Providers	193	(3)
Media Databank Television Network Audience	196	(1)
Media Databank Cable Operators	197	(1)
Media People Gerald Levin	198	(1)
Media People Ted Turner	199	(1)
Media Databank Cable Advertising	200	(3)
Media Databank Entertainment Shows	203	(1)
Media Abroad Edited-for-Asia Television	204	(1)
Media Databank News Shows	205	(2)
Media Databank Cable News Channels	207	(4)
Media Abroad Middle East Television Network	211	(4)
The Web
Vignette	215	(1)
Tim Berners-Lee
World Wide Web	216	(3)
New Mass Medium	216	(1)
The Web in Context	217	(1)
Bandwidth Limitations	218	(1)
The Internet	219	(2)
Information Highway	219	(1)
Internet2	220	(1)
Online Services	220	(1)
Commerce and the Web	221	(1)
Advertising-Free Origins	221	(1)
Web Commerce	221	(1)
Web Advertising	221	(1)
Measuring the Web Audience	222	(1)
Inconsistent Data	222	(1)
Web's Advertising Reach	222	(1)
Web Technology	223	(3)
Transistors	223	(2)
Fiber Optics	225	(1)
Nonlinear Communication	226	(2)
Vannevar Bush's Memex	226	(2)
Hypertext	228	(1)
Pre-Hypertext Innovations	228	(1)
Hypertext News	229	(1)
Hyperfiction	229	(1)
Evaluating the Web	229	(2)
Accuracy on the Web	230	(1)
Strengths of Sites	231	(1)
Media Melding	231	(3)
Technological Convergence	232	(1)
Transition Ahead	233	(1)
Government Deregulation	233	(1)
Public Policy and the Web	234	(3)
Universal Access	234	(1)
Global Inequities	235	(1)
Privacy and the Web	236	(1)
Cyberpornography	236	(1)
Media Future: Web	237	(1)
Chapter Wrap-Up	238	(1)
Questions for Review	238	(1)
Questions for Critical Thinking	238	(1)
Keeping up to Date	239
Media Timeline Internet and Web	217	(2)
Media People Vint Cerf	219	(5)
Media People William Shockley	224	(6)
Media People Neal Stephenson	230	(2)
Media People Marc Andreessen	232	(3)
Media People Bill Gates	235	(6)
SECTION 2 Mass Messages
News
Vignette	241	(1)
Christiane Amanpour
Journalism Traditions	242	(7)
Colonial Period	242	(1)
Partisan Period	243	(1)
Penny Press Period	244	(3)
Yellow Press Period	247	(2)
Personal Values in News	249	(4)
Role of the Journalist	249	(1)
Journalists' Personal Values	250	(2)
Journalistic Bias	252	(1)
Variables Affecting News	253	(2)
News Hole	253	(1)
News Flow and News Staffing	254	(1)
Perceptions About Audience	254	(1)
Availability of Material	255	(1)
Competition	255	(1)
Influences on News	255	(2)
Advertiser Influence	256	(1)
Corporate Policy	256	(1)
Source Pressure	257	(1)
Gatekeeping in News	257	(2)
Gatekeepers' Responsibilities	257	(2)
Gatekeepers at Work	259	(1)
Journalism Trends	259	(3)
Exploratory Reporting	259	(3)
Soft News	262	(1)
Journalism and War	262	(3)
Embedded Reporters	262	(1)
Vietnam Reporting	263	(1)
Early Lessons	264	(1)
Identifying Good Journalism	265	(1)
Audience Dimensions	265	(1)
Evaluative Criteria	266	(1)
Media Future: Journalism	266	(1)
Chapter Wrap-Up	267	(1)
Questions for Review	267	(1)
Questions for Critical Thinking	267	(1)
Keeping Up to Date	267
Media Timeline Journalistic Practices	243	(2)
Media People Benjamin Day	245	(5)
Media People Ida Wells-Barnett	250	(4)
Media Abroad Foreign Press Corps	254	(4)
Media People Matt Drudge	258	(3)
Media People Oriana Fallaci	261	(4)
Media People Geraldo Rivera	265	(4)
Public Relations
Vignette	269	(1)
Marc Kasky
Importance of Public Relations	270	(2)
Defining Public Relations	270	(1)
Public Relations in a Democracy	271	(1)
Origins of Public Relations	272	(5)
Moguls in Trouble	272	(1)
The Ideas of Ivy Lee	273	(2)
Public Relations on a New Scale	275	(1)
Lobbyist-Journalist Balance	276	(1)
Structure of Public Relations	277	(2)
Policy Role of Public Relations	277	(1)
How Public Relations Is Organized	278	(1)
Public Relations Agencies	278	(1)
Public Relations Services	279	(3)
Activities Beyond Publicity	279	(2)
Public Relations and Advertising	281	(1)
Integrated Marketing	281	(1)
Media Relations	282	(5)
Open Media Relations	282	(1)
Proactive Media Relations	283	(2)
Ambivalence in Media Relations	285	(1)
Adversarial Public Relations	286	(1)
Professionalization	287	(3)
A Tarnished Image	287	(2)
Standards and Certification	289	(1)
Media Future: Public Relations	290	(1)
Chapter Wrap-Up	290	(1)
Questions for Review	290	(1)
Questions for Critical Thinking	290	(1)
Keeping Up to Date	291
Media Timeline Public Relations	272	(4)
Media People Paul Garrett	276	(3)
Media Databank Public Relations Agencies	279	(5)
Media People Dean Kamen	284	(4)
Media People Edward Bernays	288	(5)
Advertising
Vignette	293	(1)
Mary Rich Wells
Importance of Advertising	294	(1)
Consumer Economies	294	(1)
Advertising and Prosperity	294	(1)
Advertising and Democracy	295	(1)
Origins of Advertising	295	(2)
Stepchild of Technology	296	(1)
Industrial Revolution	296	(1)
Pioneer Agencies	297	(1)
Advertising Agencies	297	(1)
Agency Structure	297	(1)
Agency Compensation	298	(1)
Advertiser's Role in Advertising	298	(1)
Placing Advertisements	298	(3)
Media Plans	299	(1)
Media Choices	299	(2)
Pitching Messages	301	(8)
Importance of Brands	301	(3)
Lowest Common Denominator	304	(1)
Market Segments	304	(1)
Redundancy Techniques	305	(1)
Under-the-Radar Advertising	305	(3)
Post-Brand-Name Era	308	(1)
Research and Psychology	309	(2)
Motivational Research	309	(1)
Subliminal Advertising	310	(1)
Advertising Regulation	311	(3)
Media Gatekeeping	311	(1)
Industry Self-Regulation	312	(1)
Government Regulation	313	(1)
Problems and Issues	314	(2)
Advertising Clutter	314	(1)
Creative Excesses	315	(1)
Advertising Effectiveness	315	(1)
Media Future: Advertising	316	(1)
Chapter Wrap-Up	316	(1)
Questions for Review	317	(1)
Questions for Critical Thinking	317	(1)
Keeping Up to Date	317
Media Databank Largest Advertisers	295	(1)
Media Timeline Development of Advertising	296	(2)
Media Databank Advertising Agencies	298	(1)
Media Databank Advertising Spending by Medium	299	(3)
Media People Daisy Exposito-Ulla	302	(1)
Media Abroad Vatican Advertising Guidelines	303	(1)
Media Timeline Advertising Techniques	304	(2)
Media Abroad Product Placement in Britain	306	(2)
Media People Dave Nichol	308	(11)
Entertainment
Vignette	319	(1)
Roy Lee
Entertainment in History	320	(1)
Pre-Mass Media Roots	320	(1)
Technology-Driven Entertainment	320	(1)
Entertainment Genres	321	(1)
Storytelling as Media Entertainment	321	(1)
Genres of Literature	321	(1)
Trends and Fads	322	(1)
Music as Media Entertainment	322	(2)
American Folk Music	323	(1)
Early Rock 'n' Roll	323	(1)
Music as Multimedia Content	324	(1)
Sports as Media Entertainment	324	(4)
Mass Audiences for Sports	324	(1)
Audience and Advertiser Confluence	325	(1)
Sports and the Web	325	(3)
Sex as Media Entertainment	328	(1)
Adult Content	328	(1)
Decency Requirements	328	(1)
Sexual Content and Children	329	(1)
Media Entertainment and Technology	329	(1)
Effect of Technology	329	(1)
Portability	330	(1)
Evaluating Media Content	330	(4)
Media Content as Art	330	(1)
Production-Line Entertainment	331	(2)
Copycat Content	333	(1)
Cross-Media Adaptations	333	(1)
Unpretentious Media Content	334	(1)
Media Future: Media Entertainment	334	(1)
Chapter Wrap-Up	335	(1)
Questions for Review	335	(1)
Questions for Critical Thinking	335	(20)
Keeping Up to Date	355
Media Databank Record Sales by Genre	321	(5)
Media People Roone Arledge	326	(1)
Media People Vince McMahon	327	(5)
Media People Spike Lee	332	(1)
Media People John de Mol	333	(4)
Media Research
Vignette	337	(1)
Andy Kohut
Public-Opinion Sampling	338	(6)
The Surveying Industry	338	(1)
Probability Sampling	339	(3)
Quota Sampling	342	(1)
Evaluating Surveys	342	(1)
Latter-Day Straw Polls	343	(1)
Measuring Audience Size	344	(5)
Newspaper and Magazine Audits	344	(1)
Broadcast Ratings	344	(2)
Audience Measurement Techniques	346	(1)
Web Audience Measures	347	(1)
Billboard Measures	347	(1)
Criticism of Ratings	347	(2)
Measuring Audience Reaction	349	(1)
Focus Groups	349	(1)
Galvanic Skin Checks	349	(1)
Prototype Research	349	(1)
Audience Analysis	350	(3)
Demographics	350	(1)
Cohort Analysis	350	(1)
Geodemographics	351	(1)
Psychographics	351	(2)
Applied and Theoretical Research	353	(1)
Media-Sponsored Research	353	(1)
Mass Communication Scholarship	354	(1)
Media Future: Media Research	354	(1)
Chapter Wrap-Up	355	(1)
Questions for Review	355	(1)
Questions for Critical Thinking	355	(1)
Keeping Up to Date	355
Media Timeline Media Research	338	(1)
Media People George Gallup	339	(7)
Media Abroad Global Television Ratings	346	(11)
SECTION 3 Mass Media Issues
Mass Communication
Vignette	357	(1)
Wilbur Schramm
Types of Communication	358	(2)
Intrapersonal Communication	358	(1)
Interpersonal Communication	358	(1)
Group Communication	358	(1)
Mass Communication	358	(2)
Components of Mass Communication	360	(1)
Mass Communicators	360	(1)
Mass Messages	361	(1)
Mass Media	361	(1)
Mass Communication	361	(1)
Mass Audiences	361	(1)
Communication Models	361	(3)
Role of Communication Models	362	(1)
Basic Model	362	(1)
Narrative Model	362	(1)
Concentric Circle Model	362	(2)
Fundamentals in the Process	364	(2)
Stimulation	364	(1)
Encoding	365	(1)
Transmission	365	(1)
Decoding	365	(1)
Internalization	365	(1)
Players in the Process	366	(1)
Gatekeepers	366	(1)
Regulators	366	(1)
Gatekeeper-Regulator Hybrids	367	(1)
Impediments to Communication	367	(2)
Noise	367	(1)
Filters	368	(1)
Results of Mass Communication	369	(2)
Amplification	369	(1)
Feedback	370	(1)
Effects	370	(1)
Chapter Wrap-Up	371	(1)
Questions for Review	371	(1)
Questions for Critical Thinking	371	(1)
Keeping up to Date	371
Media People David Sarnoff	359	(14)
Mass Media Effects
Vignette	373	(1)
Orson Welles
Effects Studies	374	(3)
Powerful Effects Theory	374	(1)
Minimalist Effects Theory	375	(1)
Cumulative Effects Theory	376	(1)
Third-Person Effect	377	(1)
Future Theories	377	(1)
Uses and Gratifications Studies	377	(3)
Challenges to Audience Passivity	378	(1)
Surveillance Function	378	(1)
Socialization Function	378	(1)
Diversion Function	379	(1)
Consistency Theory	379	(1)
Individual Selectivity	380	(1)
Selective Exposure	380	(1)
Selective Perception	380	(1)
Selection Retention and Recall	380	(1)
Socialization	381	(4)
Media's Initiating Role	381	(1)
Role Models	382	(1)
Stereotyping	383	(2)
Socialization via Eavesdropping	385	(1)
Media-Depicted Violence	385	(8)
Learning About Violence	385	(1)
Media Violence as Positive	386	(1)
Prodding Socially Positive Action	386	(1)
Media Violence as Negative	386	(1)
Catalytic Theory	387	(1)
Societally Debilitating Effects	388	(1)
Media Violence and Youth	389	(2)
Tolerance of Violence	391	(2)
Violence Studies	393	(1)
Media Agenda-Setting for Individuals	393	(1)
Media Selection of Issues	393	(1)
Intramedia Agenda-Setting	394	(1)
Media-Induced Anxiety and Apathy	394	(2)
Information Anxiety	395	(1)
Media-Induced Passivity	396	(1)
Chapter Wrap-Up	396	(1)
Questions for Review	396	(1)
Questions for Critical Thinking	397	(1)
Keeping Up to Date	397
Media Timeline Understanding Mass Media Effects	376	(7)
Media People Kathleen Rutledge	383	(1)
Media Abroad Gender Stereotyping	384	(3)
Media Timeline Mass Communication and Violence	387	(2)
Media People Peggy Charren	389	(1)
Media People George Gerbner	390	(1)
Media People Sam Peckinpah	391	(8)
Mass Media and Society
Vignette	399	(1)
Marshall McLuhan
Mass Media Role in Culture	400	(3)
Elitism Versus Populist Values	400	(1)
The Case Against Pop Art	401	(1)
Pop Art Revisionism	402	(1)
Social Stability	403	(5)
Media-Induced Ritual	404	(1)
Media and the Status Quo	405	(1)
Media and Cognitive Dissonance	406	(1)
Agenda-Setting and Status Conferral	407	(1)
Media and Morality	407	(1)
Cultural Transmission	408	(2)
Historical Transmission	408	(1)
Contemporary Transmission	409	(1)
Mass Media and Fundamental Change	410	(1)
Human Alienation	410	(1)
Television and the Global Village	410	(1)
Chapter Wrap-Up	411	(1)
Questions for Review	411	(1)
Questions for Critical Thinking	411	(1)
Keeping Up to Date	411
Media Timeline Mass Communication and Culture	401	(4)
Media People The Lichters and Stanley Rothman	405	(8)
Global Mass Media
Vignette	413	(1)
Charlotte Beers
Global Conglomeration	414	(2)
Multinational Companies	414	(1)
Web and Globalization	415	(1)
Effects of Globalization	416	(1)
Cultural Subversiveness	416	(1)
Corporate Ideology	416	(1)
Cultural Intrusion	417	(4)
Latter-Day Imperialism	417	(1)
Non-Downward Media Exchange	417	(2)
Emerging Global Media	419	(2)
Insidious Western Influence	421	(1)
Transnational Cultural Enrichment	421	(1)
Global Media Models	421	(4)
Bipolar Model	421	(1)
Continuum Model	421	(1)
Compass Model	422	(1)
Change Model	423	(1)
Subsystem Model	424	(1)
Global Media Players	425	(3)
News Agencies	425	(1)
Video News Services	426	(1)
Syndicates	427	(1)
Global Media Companies	428	(1)
U.S.-Based Companies	428	(1)
Non-U.S. Companies	428	(1)
Media Pressure Points	429	(3)
Russia	429	(1)
Hong Kong	430	(1)
Colombia	430	(2)
Media Future: Global Mass Media	432	(1)
Chapter Wrap-Up	433	(1)
Questions for Review	433	(1)
Questions for Critical Thinking	433	(1)
Keeping Up to Date	433
Media People Rupert Murdoch	415	(3)
Media People Herbert Schiller	418	(1)
Media Abroad Americanizing the World	418	(1)
Media Databank Movie Power	419	(1)
Media Abroad Esperanto	420	(7)
Media Databank Supplemental News Agencies	427	(2)
Media Abroad China and EVD	429	(2)
Media People Albert Cheng	431	(1)
Media Abroad Malaysia	431	(1)
Media People Jineth Bedoya Lima	432	(3)
Mass Media and Governance
Vignette	435	(1)
Arnold Schwarzenegger
Media Role in Governance	436	(3)
Fourth Estate	436	(2)
Government-Media Relations	438	(1)
Media as Information Sources	439	(3)
Direct Versus Indirect	439	(1)
Citizen Preferences	440	(1)
Specialized Media	440	(2)
Media Effects on Governance	442	(3)
Agenda-Setting	442	(1)
CNN Effect	442	(1)
Priming	443	(1)
Media Obsessions	443	(2)
Government Manipulation of Media	445	(2)
Influencing Coverage	445	(1)
Trial Balloons and Leaks	445	(2)
Stonewalling	447	(1)
Overwhelming Information	447	(1)
Status of the Watchdog	447	(5)
Campaign Coverage	447	(2)
Federal Coverage	449	(2)
State and Local Coverage	451	(1)
Media-Government Issues	452	(2)
Political Favors	452	(1)
Campaign Advertising	453	(1)
Free Airtime	454	(1)
Chapter Wrap-Up	454	(1)
Questions for Review	454	(1)
Questions for Critical Thinking	455	(1)
Keeping Up to Date	455
Media People Helen Thomas	437	(2)
Media Databank Sources of Election News	439	(2)
Media People Brian Lamb	441	(9)
Media Databank Federal Agency Coverage	450	(1)
Media Databank State Capitol Coverage	451	(6)
Mass Media Law
Vignette	457	(1)
John Perry Barlow
The U.S. Constitution	458	(1)
First Amendment	458	(1)
Scope of the First Amendment	458	(1)
Prior Restraint	459	(5)
Public Nuisances	459	(1)
Allowable Abridgments	460	(3)
Incitement Standard	463	(1)
Hate Speech	464	(1)
Flag Burning	464	(1)
Defamation	464	(4)
The Libel Concept	465	(1)
Reckless Disregard	465	(2)
Comment and Criticism	467	(1)
Trespass, Fraud and Libel	468	(1)
Privacy Law	468	(2)
Intruding on Solitude	469	(1)
Harassment	470	(1)
Journalism Law	470	(2)
Court Coverage	470	(1)
Sunshine Laws	471	(1)
Confidential Sources	472	(1)
Obscenity and Pornography	472	(2)
Import Restrictions	473	(1)
Postal Restrictions	473	(1)
Communications Decency Act	473	(1)
Pornography Versus Obscenity	474	(1)
Censorship Today	474	(1)
Local Censorship	474	(1)
Library and School Boards	475	(1)
Copyright	475	(3)
How Copyright Works	475	(1)
Copyright and the Web	476	(1)
Music Licensing	477	(1)
Piracy	477	(1)
Chapter Wrap-Up	478	(1)
Questions for Review	478	(1)
Questions for Critical Thinking	479	(1)
Keeping Up to Date	479
Media Timeline Landmarks in Media Law	459	(1)
Media People Jay Near	460	(3)
Media People Clarence Brandenburg	463	(3)
Media People Oprah Winfrey	466	(3)
Media Abroad Mailing-List Privacy	469	(7)
Media Abroad Norway and Reprography	476	(5)
Ethics and the Mass Media
Vignette	481	(1)
Jayson Blair
The Difficulty of Ethics	482	(3)
Prescriptive Ethics Codes	482	(1)
Conflict in Duties	483	(2)
Promoting Self-Interest	485	(1)
Media Ethics	485	(1)
Media Commitment	485	(1)
Audience Expectation	485	(1)
Ethics as an Intellectual Process	486	(1)
Moral Principles	486	(2)
The Golden Mean	486	(1)
``Do unto Others''	487	(1)
Categorical Imperatives	487	(1)
Utilitarian Ethics	487	(1)
Pragmatic Ethics	488	(1)
Egalitarian Ethics	488	(1)
Social Responsibility Ethics	488	(1)
Process Versus Outcome	488	(3)
Deontological Ethics	488	(2)
Teleological Ethics	490	(1)
Situational Ethics	490	(1)
Potter's Box	491	(1)
Four Quadrants	491	(1)
Limitations of Potter's Box	492	(1)
Ethics and Other Issues	492	(2)
Differentiating Ethics and Law	494	(1)
Accepted Practices	494	(1)
Prudence and Ethics	494	(1)
Unsettled, Unsettling Issues	494	(6)
Plagiarism	495	(3)
Misrepresentation	498	(1)
Gifts, Junkets and Meals	499	(1)
Chapter Wrap-Up	500	(1)
Questions for Review	500	(1)
Questions for Critical Thinking	501	(1)
Keeping Up to Date	501
Media Abroad Global Ethics Code	483	(2)
Media Timeline Development of Media Ethics	485	(4)
Media People Arthur Ashe	489	(4)
Media People Jessica Lynch	493	(2)
Media People Charlie Gay	495	(7)
Visual Messages
Vignette
Al Diaz
Early Media Illustrations
Engravings
Editorial Cartoons
Comics
Photographic Technology
Invention of Photography
Halftones
Digital Captures
Photography in Mass Communication
Visual Messages
Troublesome Word Medium
Cameras, Films and Techniques
Stopping Motion
Celluloid
Smaller Cameras
Faster Film
Instant Photography
Documentary Photography
Mathew Brady
Frontier Photography
Depression Photography
Persuasive Photography
Illustrating Advertisements
Illustrating a Cause Poignantly
Reality Photography
Newspapers
Magazines
Moving Visuals
Evaluating Visual Messages
Images as Evocative
Recognition of Excellence
Visual Issues
Imitative or Creative
Image Ownership
Image Misrepresentation
Access for Photographers
Intruding
Chapter Wrap-Up
Questions for Review
Questions for Critical Thinking
Media Timeline Photography Technology
Media Timeline Visual Media Breakthroughs
Media Abroad Germany: Leica Cameras
Media People Mathew Brady
Media People Margaret Bourke-White
Media People Alfred Eisenstaedt
Media and Political Systems
Vignette
John Twyn
Four Theories Model
Political Systems
Siebert, Peterson and Schramm
Authoritarian Media
Henry VIII
Authoritarian Control
Effectiveness of Controls
Nature of Truth
Communist Media
Marxist Underpinnings
Marxist Notion of Truth
Media Unified with Government
Libertarian Model
Optimism About the Human Mind
Marketplace of Ideas
First Amendment
Libertarians and Religion
Social Responsibility Model
Challenges to Libertarianism
Hutchins Commission
Freedom and Responsibility
Responsibility Versus Profitability
Exceptions to Social Responsibility
Media Future: Political and Media Systems
Chapter Wrap-Up
Questions for Review
Questions for Critical Thinking
Media Abroad Distinguishing Media Systems
Media Timeline Political Media Models
Media Abroad Greece and Libertarianism
Media People Elijah Lovejoy
Media Abroad Ombuds
Index	502