Electronic Media : Then, Now, and Later

by Medoff, Norman; Kaye, Barbara K.

• ISBN13: 9780205345304
• ISBN10: 0205345301
• Format: Paperback
• Copyright: 2004-11-22
• Publisher: Pearson

Summary

With a unique focus on technology and the Internet,Electronic Media: Then, Now, Laterkeeps students abreast of emerging changes in the broadcasting field today. This text provides students with the information they need to understand past, present and future trends in the broadcasting industry by using a unique "See it Then, See it Now, See it Later" chapter structure.Electronic Media: Then, Now, Latercovers trends in technology and new media and has one of the best and most understandable discussions of the ratings process in the field today. A companion web site provides graphic and animated depictions of how communication technologies work, further discussion of topics introduced in the text, and continually updated information to keep the text fresh and at the forefront of current events in the industry.

Table of Contents

Preface	xix
Tuning In to Electronic Media	1	(16)
See It Then	2	(6)
Origins of Electronic Media	2	(4)
Characteristics of Traditional Mass Media	6	(2)
See It Now	8	(5)
Characteristics of the World Wide Web	8	(1)
What Is the Internet?	8	(1)
Technology	8	(1)
Content	9	(1)
Why Digital?	10	(1)
Trends and Terminology	10	(1)
Convergence	10	(2)
Consolidation	12	(1)
Commercialism	12	(1)
See It Later	13	(4)
Current and Future Influences	13	(1)
Desktop Production	13	(1)
E-Mail/Instant Messaging	13	(1)
Cell Phones	14	(1)
Online Journals and Blogging	14	(1)
Downloading Music and Movies	14	(1)
Top Ten Reasons for Studying Electronic Media	15	(1)
Summary	16	(1)
Radio	17	(24)
See It Then	18	(18)
Early Inventors and Inventions	18	(1)
Electrical Telegraphy	18	(1)
Electrical Telephony	19	(1)
Point-to-Point Electrical Communication	19	(1)
Wireless Transmission	20	(1)
A Tragic Lesson	21	(2)
Radio Becomes a Mass Medium	23	(1)
Broadcasting	24	(1)
World War I	25	(1)
The Radio Corporation of America	25	(1)
The 1920s	25	(2)
The Beginnings of Commercial Radio	27	(1)
Technical Problems	28	(1)
Chain Broadcasting	28	(1)
Copyright Issues	28	(1)
Radio Receivers	29	(1)
The Network System	29	(1)
Government Involvement	30	(1)
A Few Important Words	30	(1)
Competition for NBC	30	(1)
Influences of Early Radio	31	(2)
World War II	33	(1)
AM Radio	34	(1)
FM Radio	35	(1)
See It Now	36	(1)
The Telecommunications Act of 1996	37	(1)
Other Delivery Systems	37	(1)
See It Later	37	(4)
Radio Goes Digital	38	(1)
The Role of Government	39	(1)
Summary	39	(2)
Television	41	(20)
See It Then	42	(13)
The Experimental Years	42	(1)
Early Innovations	42	(1)
World War II	43	(1)
Off to a Slow Start	43	(1)
The Big Freeze	44	(1)
The Birth of Cable	45	(1)
VHF and UHF	45	(1)
Color Television	46	(1)
Domination of the Networks	47	(1)
Relationships with Affiliates	47	(1)
The Golden Age	48	(1)
Going Live	48	(1)
Theatrical Influences	49	(1)
Blacklisting and Broadcasting	49	(1)
Upheaval and Education	50	(1)
The ``Vast Wasteland''	50	(1)
The Tumultuous 1960s	50	(1)
Educational Television Goes Public	51	(1)
Increased Choice and Competition	52	(1)
Government Regulation	52	(1)
Social Awareness Programming	53	(1)
The Networks Lose Ground	54	(1)
Deregulation Revisited	54	(1)
Electronic News Gathering	54	(1)
The Networks Regroup	55	(1)
See It Now	55	(2)
More Network Challenges	55	(1)
CNN	55	(1)
Angry Affiliates	55	(1)
New Networks	56	(1)
Satellite Television	56	(1)
New Regulations	56	(1)
Digital Television	56	(1)
See It Later	57	(4)
Industry Structure	57	(1)
Technological Challenges	58	(1)
Summary	59	(2)
Cable, Satellite, and Other Delivery Systems	61	(22)
See It Then	62	(8)
Cable Delivery	62	(1)
Regulatory Problems Lead to Reception Problems	62	(1)
The FCC's Dilemma	62	(1)
Community Antennas	63	(1)
Cable Develops as a Delivery System	64	(4)
Satellite Delivery	68	(1)
Satellite Television	68	(1)
Satellite Radio	68	(2)
Point-to-Point or One-to-One Communication	70	(1)
See It Now	70	(8)
Cable Delivery	70	(1)
Cable Subscription Rates	71	(1)
Signal Carriage versus Retransmission Consent	71	(1)
Technology	71	(1)
Consolidation and Integration	72	(1)
Satellite Delivery	73	(1)
Satellite Master Antenna Television	73	(1)
Satellite Television	73	(1)
Satellite Radio	74	(1)
Microwave Delivery	75	(1)
Point-to-Point or One-to-One Communication	76	(1)
Cell Phones	76	(1)
Data Services	77	(1)
See It Later	78	(5)
The Changeover to Digital	78	(1)
Cable Delivery	78	(1)
Satellite Delivery	79	(1)
Point-to-Point or One-to-One Communication	79	(1)
Internet Delivery	80	(1)
Summary	81	(2)
The Internet	83	(24)
See it Then	84	(4)
History of the Internet and the World Wide Web	84	(1)
Internet Resources: What They Are and How They Got Here	84	(1)
Electronic Mail	84	(1)
Electronic Mailing Lists	85	(1)
Newsgroups	85	(1)
Chat Rooms	85	(1)
Instant Messaging	86	(1)
World Wide Web	86	(1)
Weblogs	86	(1)
The Rise of Internet Radio	87	(1)
Television's Migration to the Web	88	(1)
See It Now	88	(14)
How the Internet Works	88	(2)
Internet Users	90	(1)
Navigating the World Wide Web	91	(1)
The World Wide Web and the Mass Media	91	(2)
Online Radio Today	93	(1)
From Over the Air to Over the Internet	94	(1)
Downloading Music from the Internet (Don't Try This at Home)	95	(2)
The Internet and Television	97	(1)
Audience Fragmentation	97	(1)
Using Television, Using the Web	98	(1)
Selecting Television Programs and Websites	98	(1)
Channel and Website Repertoire	98	(1)
The Web and Television News	99	(1)
Is the Web Stealing Television's Viewers?	100	(2)
See It Later	102	(5)
Weblogs	102	(1)
Look Out Big Media, Big Politics	102	(2)
Instant Messaging	104	(1)
Local Internet Radio	105	(1)
Secret Messages Online	105	(1)
Summary	105	(2)
Programming	107	(34)
See It Then: Radio	108	(3)
Types of Programs	108	(1)
Music	108	(1)
Dramas	108	(1)
Comedies	109	(1)
Back to Music	109	(2)
See It Now: Radio	111	(4)
Types of Programs	111	(1)
Music	111	(1)
News and Information	111	(2)
Noncommercial	113	(1)
Where Radio Programs Come From	113	(1)
Local Programs	113	(1)
Network/Syndicated Programs	114	(1)
Who Pays for Programs	114	(1)
How Programs Are Scheduled	114	(1)
Who Schedules Programs	114	(1)
See It Then: Television	115	(6)
Types of Programs	115	(1)
Anthologies	116	(1)
Variety Shows	116	(1)
Game and Quiz Shows	117	(1)
Comedies	118	(1)
News	118	(1)
Children's Shows	119	(1)
Sports	119	(1)
Movies and Miniseries	120	(1)
See It Now: Television	121	(16)
Types of Programs	121	(1)
Narrative Programs	121	(1)
Nonnarrative Programs	122	(6)
Noncommercial Television	128	(1)
Where Television Programs Come From	129	(1)
Who Produces Programs	129	(1)
Production Companies	129	(1)
Networks	129	(2)
Syndicators	131	(1)
Who Pays for Programs	132	(1)
Producers	132	(1)
Networks	132	(1)
Affiliates	132	(1)
Syndicators	132	(1)
What Types of Channels Carry What Types of Programs	133	(1)
Broadcast Networks	133	(2)
Cable Networks	135	(1)
Premium and Pay-per-View Channels	135	(1)
Local Origination and Local Access Channels	135	(1)
How Programs Are Scheduled	136	(1)
See It Later: Radio and Television	137	(4)
Marketing Syndicated Programs	137	(1)
On the Horizon	138	(1)
Summary	139	(2)
Advertising	141	(30)
See It Then	141	(10)
Advertising: 3000 B.C.E. to 1990	142	(1)
Early Radio Advertising	143	(2)
Sponsored Radio	145	(1)
Early Television Advertising	146	(1)
Sponsorship	146	(1)
Spot Advertising	147	(2)
A New Look	149	(1)
Creative Strategies	149	(1)
Target Advertising	150	(1)
Cable Advertising	150	(1)
See It Now	151	(16)
Advertising: 1990 to Present	151	(1)
From a Business Perspective	151	(1)
From a Consumer Perspective	152	(1)
Electronic Media	152	(1)
Radio Advertising	152	(2)
Television Advertising	154	(3)
Cable Advertising	157	(2)
Internet Advertising	159	(5)
Advertising Agencies	164	(1)
Advertising Campaigns	165	(2)
See It Later	167	(4)
Criticisms of Advertising	167	(2)
Summary	169	(2)
Audience Measurement and Sales	171	(26)
See It Then	172	(1)
Early Ratings Systems	172	(1)
See It Now	173	(21)
Gathering Audience Numbers	173	(1)
Radio and Television	173	(5)
The Internet	178	(1)
Calculating and Reporting Radio and Television Audience Numbers	179	(1)
Means of Calculating	179	(3)
Means of Reporting	182	(2)
When Audience Numbers Aren't Enough	184	(2)
Music Research	186	(1)
Television Program Testing	186	(1)
Television Quotient Data	187	(1)
Online Consumer Profiling	187	(1)
Translating Audience Information to Sales	187	(1)
Buying and Selling	188	(1)
Radio and Television	188	(3)
Cable Television	191	(1)
The Internet	192	(2)
See It Later	194	(3)
The Never-Ending Quest for Ratings	194	(1)
New Technology	194	(1)
Separating Cable and Satellite Ratings	195	(1)
Program Strategies	195	(1)
Summary	196	(1)
Business and Ownership	197	(20)
See It Then	198	(6)
Finding a Business Plan That Worked	198	(1)
Business Models	198	(2)
The Broadcast Star Model	200	(2)
Ownership by Broadcast Networks	202	(1)
The Report on Chain Broadcasting	202	(1)
Network Ownership Since 1945	202	(2)
See It Now	204	(9)
Ownership of Broadcast Stations	204	(1)
Owner Qualifications	204	(1)
Competing for a License	205	(1)
Construction Permits	205	(1)
Keeping the License	205	(1)
Finances	206	(1)
Renewing the License	207	(1)
Owning versus Operating	207	(1)
Ownership of Broadcast Networks	207	(1)
Reverse Compensation	208	(1)
Group Ownership	209	(1)
Ownership of Other Delivery Systems	210	(1)
Cable Television	210	(1)
The Internet	211	(1)
Web Radio	211	(1)
Cross-Ownership	212	(1)
See It Later	213	(4)
Broadcast Stations	213	(1)
Radio	213	(1)
Television	214	(1)
Cable and Satellite Providers	214	(1)
Multichannel Multipoint Distribution Services	215	(1)
The Internet	215	(1)
Summary	215	(2)
Operating, Producing, and Distributing	217	(28)
See It Then	218	(8)
Radio	218	(1)
Operation	218	(1)
Programming and Production	219	(2)
Television	221	(1)
Operation	221	(1)
Production	221	(2)
Cable	223	(1)
Operation	224	(2)
See It Now	226	(13)
Radio	226	(1)
Structure of a Typical Station	226	(6)
Television	232	(1)
Structure of a Typical Station	232	(4)
Studio versus Field Production	236	(2)
Cable and Satellite Systems	238	(1)
See It Later	239	(6)
Production and Distribution	239	(2)
Broadcast Media	241	(1)
Cable Television	242	(1)
Satellite Delivery	242	(1)
Summary	243	(2)
Corporate, Educational, and Institutional Media	245	(16)
See It Now	246	(12)
Corporate Media	246	(1)
Corporate Media's Business Model	247	(2)
Functions of Corporate Media	249	(1)
Users of Corporate Media	250	(1)
Business and Industry	250	(1)
Education	250	(1)
Government	251	(1)
Medical and Health Care	251	(1)
Organizations and Professional Associations	251	(1)
Applications of Corporate Media	251	(1)
Education and Training	251	(1)
Production Demonstrations and Sales	252	(1)
Motivation	252	(1)
Internal Communication	252	(1)
External Communication	252	(1)
Program Types and Styles	253	(1)
Production of Corporate Media	253	(1)
Preproduction	254	(1)
Production	255	(1)
Postproduction	256	(1)
Program Distribution	256	(1)
Program Evaluation	257	(1)
See It Later	258	(3)
Summary	259	(2)
Regulation, Legal Issues, and Ethics	261	(30)
See It Then	262	(10)
The Beginnings of Regulation	262	(1)
The Basis for Regulatory Power	263	(1)
Overview of Regulation	263	(1)
The Early 1900s	263	(1)
World War I: 1917--1918	264	(1)
The Radio Act of 1927	264	(1)
The Communications Act of 1934	265	(1)
Advertising	266	(1)
Chain Broadcasting	266	(1)
Ownership	266	(1)
Political Programming	267	(1)
The Freeze: 1948--1952	268	(1)
Other Legal Concerns	269	(1)
Defamation	269	(1)
Editorializing	269	(1)
The Fairness Doctrine	270	(1)
Industry Scandals	270	(1)
Deregulation	271	(1)
The Public Broadcasting Act of 1967	271	(1)
See It Now	272	(7)
The Telecommunications Act of 1996	272	(1)
The FCC Today	273	(1)
Licensing	273	(1)
Rule Making and Enforcement	273	(2)
Other Regulatory Influences	275	(1)
The FCC and Indecency, Obscenity, and Violence	276	(1)
Indecency	276	(1)
Inappropriate Programming Content	276	(1)
Obscenity and Violence	277	(1)
The FTC and Advertising	277	(1)
Deceptive Advertising	277	(1)
Infomercials	278	(1)
Controversial Products	278	(1)
Spam	278	(1)
See It Later	279	(12)
FCC Concerns	279	(1)
Digital Conversion	279	(1)
Ownership	280	(1)
Cable Delivery	280	(1)
The First Amendment	281	(1)
Other Legal Issues	281	(1)
Free Speech	281	(1)
Privacy	282	(1)
Libel and Slander	283	(1)
Copyright	283	(2)
Taxation	285	(1)
Ethical Issues	285	(1)
Ethical Guidelines	286	(1)
Ethical Dilemmas	286	(3)
Summary	289	(2)
Influences and Effects of the Mass Media	291	(24)
See it Then	292	(6)
Strong Effects	292	(1)
Magic Bullet Theory	293	(1)
Propaganda and Persuasion Theories	293	(1)
Limited Effects	294	(2)
Moderate Effects	296	(1)
Powerful Effects	297	(1)
See it Now	298	(11)
Research on the Mass Media	298	(1)
Survey Research	299	(1)
Content Analysis	299	(1)
Laboratory Experiments	299	(1)
Field Experiments	299	(1)
Effects of Mediated Violence	300	(1)
Behavioral Effects	301	(1)
Affective and Emotional Effects	302	(1)
Cognitive Effects	303	(1)
Effects on Children	304	(1)
Effects of Offensive Song Lyrics	304	(2)
Effects of Video Games	306	(1)
Effects of the Internet	307	(1)
Agenda Setting	307	(1)
Uses of and Gratifications from the Mass Media	308	(1)
See it Later	309	(6)
Media Violence	309	(2)
New Communication Technologies	311	(1)
Children's Nutrition	312	(1)
Summary	313	(2)
New Technologies, New Lifestyles	315	(16)
See It Now and See it Later	316	(15)
Messaging Systems	316	(1)
Cell Phones	316	(1)
Personal Digital Assistants	317	(1)
Multifunctional Devices	318	(1)
Telephones and the Internet	319	(1)
Computers	320	(1)
Wearable Computers	320	(1)
Music	320	(1)
Private Audio	320	(1)
File Sharing	321	(1)
Television	321	(1)
Digital Video Discs	322	(1)
Digital Video Recorders	322	(2)
New Ways to Watch Television	324	(1)
Cameras	325	(1)
Webcams	325	(1)
Digital Cameras	326	(1)
Home Networking	327	(1)
A Wireless World	328	(1)
Summary	329	(2)
References	331	(16)
Index	347