Introduction to Mass Communication : Media Literacy and Culture

by Baran, Stanley J.

• ISBN13: 9780072827583
• ISBN10: 0072827580
• Edition: 3rd
• Format: Paperback
• Copyright: 2003-05-01
• Publisher: McGraw-Hill

Table of Contents

Preface	xxi
A Visual Preview	xxxi
PART one LAYING THE GROUNDWORK	1	(64)
Mass Communication, Culture, and Mass Media	2	(34)
What Is Mass Communication?	4	(5)
Communication Defined	4	(3)
Mass Communication Defined	7	(2)
What Is Culture?	9	(7)
Culture as Socially Constructed Shared Meaning	10	(1)
Functions and Effects of Culture	10	(6)
Mass Communication and Culture	16	(5)
Examining Mass Communication and Culture	16	(3)
Mass Communication Opportunities and Responsibilities	19	(2)
Scope and Nature of Mass Media	21	(3)
The Role of Technology	22	(1)
The Role of Money	23	(1)
Changes	24	(12)
Concentration of Ownership and Conglomeration	24	(1)
Cultural Forum: Audience as Consumer or Audience as Product?	25	(3)
Globalization	28	(1)
Audience Fragmentation	29	(1)
Cultural Forum: Concentration, Conglomeration, and 9/11	30	(1)
Hypercommercialism	30	(2)
Erosion of Distinctions among Media: Convergence	32	(1)
Chapter Review	33	(1)
Key Terms	34	(1)
Questions for Review	34	(1)
Questions for Critical Thinking and Discussion	35	(1)
Important Resources	35	(1)
Media Literacy and Culture	36	(29)
A Cultural History of Mass Communication	39	(5)
Oral Culture	39	(1)
The Invention of Writing	39	(1)
Literate Culture	40	(2)
The Gutenberg Revolution	42	(2)
The Industrial Revolution	44	(1)
``Modern'' Communication Technologies: The Printing Press of Their Time	44	(21)
Newspapers, Magazines, Motion Pictures, and Radio	45	(1)
Television	46	(2)
Computer Networks	48	(1)
Cultural Forum: The Dangers of Papyrus	49	(1)
Media Literacy	49	(1)
Elements of Media Literacy	50	(1)
Cultural Forum: Defining Media Literacy	51	(3)
Cultural Forum: Media Literacy as the Struggle for Power	54	(2)
Media Literacy Skills	56	(3)
Living Media Literacy	59	(2)
Chapter Review	61	(1)
Key Terms	61	(1)
Questions for Review	62	(1)
Questions for Critical Thinking and Discussion	62	(1)
Important Resources	62	(3)
PART two MEDIA, MEDIA INDUSTRIES, AND MEDIA AUDIENCES	65	(278)
Books	66	(34)
Book Timeline	67	(2)
A Short History of Books	69	(4)
Books in Colonial North America	69	(4)
Books and Their Audiences	73	(6)
The Cultural Value of the Book	73	(1)
Media Echoes: The Role of Books in Social Movements	74	(2)
Using Media to Make a Difference: Our Bodies, Ourselves	76	(2)
Censorship	78	(1)
Scope and Structure of the Book Industry	79	(4)
Categories of Books	80	(1)
From Idea to Publication	81	(2)
Trends and Convergence in Book Publishing	83	(17)
Convergence	83	(2)
Conglomeration	85	(1)
Demand for Profits and Hypercommercialism	86	(3)
Growth of Small Presses	89	(2)
Restructuring of Book Retailing	91	(2)
Cultural Forum: You Be the Censor	93	(1)
Developing Media Literacy Skills: The Lessons of Harry Potter	94	(2)
Living Media Literacy: Start a Citywide Book Conversation	96	(1)
Chapter Review	97	(1)
Key Terms	97	(1)
Questions for Review	97	(1)
Questions for Critical Thinking and Discussion	98	(1)
Important Resources	98	(2)
Newspapers	100	(32)
Newspaper Timeline	101	(2)
A Short History of Newspapers	103	(7)
The Earliest Newspapers	103	(3)
Media Echoes: Truth as a Defense Against Libel: The Zenger Trial	106	(1)
The Modern Newspaper Emerges	106	(4)
Newspapers and Their Audiences	110	(1)
Scope and Structure of the Newspaper Industry	111	(6)
Types of Newspapers	111	(4)
The Newspaper as an Advertising Medium	115	(1)
The Wire and Feature Services	116	(1)
Trends and Convergence in Newspaper Publishing	117	(15)
Loss of Competition	117	(1)
Hypercommercialism and the Erosion of the Firewall	118	(1)
Civic Journalism	119	(1)
Cultural Forum: A Sacred Profession?	120	(1)
Convergence with the Internet	121	(1)
Using Media to Make a Difference: Covering the Issue of Race	122	(2)
Changes in Newspaper Readership	124	(3)
Developing Media Literacy Skills: Interpreting Relative Placement of Stories	127	(1)
Living Media Literacy: Help a School Start an Online Newspaper	128	(1)
Chapter Review	129	(1)
Key Terms	130	(1)
Questions for Review	130	(1)
Questions for Critical Thinking and Discussion	130	(1)
Important Resources	131	(1)
Magazines	132	(26)
Magazine Timeline	133	(2)
A Short History of Magazines	135	(6)
The Early Magazine Industry	135	(1)
The Mass Circulation Era	136	(2)
Media Echoes: Taking On the Giants: Muckraking in the Magazines	138	(1)
The Era of Specialization	138	(3)
Magazines and Their Audiences	141	(1)
Scope and Structure of the Magazine Industry	141	(2)
Categories of Consumer Magazines	142	(1)
Magazine Advertising	143	(3)
Types of Circulation	144	(1)
Measuring Circulation	144	(1)
Using Media to Make a Difference: Suzuki Samurai versus Consumer Reports	145	(1)
Trends and Convergence in Magazine Publishing	146	(12)
Online Magazines	146	(1)
New Types of Magazines	147	(1)
Meeting Competition from Television	148	(2)
Advertorials	150	(1)
Advertiser Influence over Magazine Content	151	(1)
Cultural Forum: Advertorials Aimed at Young Girls	152	(1)
Developing Media Literacy Skills: Recognizing the Power of Graphics	153	(1)
Living Media Literacy: Teach Teens about Magazines	154	(1)
Chapter Review	155	(1)
Key Terms	156	(1)
Questions for Review	156	(1)
Questions for Critical Thinking and Discussion	157	(1)
Important Resources	157	(1)
Film	158	(36)
Film Timeline	159	(1)
A Short History of the Movies	160	(15)
The Early Entrepreneurs	161	(3)
The Coming of Narrative	164	(2)
Using Media to Make a Difference: African American Response to D. W. Griffith: The Lincoln and Micheaux Film Companies	166	(1)
The Big Studios	167	(2)
Change Comes to Hollywood	169	(3)
Media Echoes: Self-Censorship in Hollywood: The Movie Ratings	172	(3)
Movies and Their Audiences	175	(2)
Scope and Nature of the Film Industry	177	(4)
Three Component Systems	177	(2)
The Studios	179	(2)
Trends and Convergence in Moviemaking	181	(13)
Conglomeration and the Blockbuster Mentality	181	(1)
Cultural Forum: Will We Accept the Dogme Dogma?	182	(3)
Convergence Reshapes the Movie Business	185	(3)
Developing Media Literacy Skills: Recognizing Product Placements	188	(2)
Living Media Literacy: Smoke-Free Movies	190	(1)
Chapter Review	191	(1)
Key Terms	192	(1)
Questions for Review	192	(1)
Questions for Critical Thinking and Discussion	192	(1)
Important Resources	193	(1)
Radio and Sound Recording	194	(38)
Radio/Recording Timeline	195	(1)
A Short History of Radio and Sound Recording	196	(9)
Early Radio	197	(1)
Early Sound Recording	198	(1)
The Coming of Broadcasting	199	(2)
The Coming of Regulation	201	(1)
Advertising and the Networks	202	(1)
The Golden Age	203	(2)
Radio and Its Audiences	205	(1)
Scope and Nature of the Radio Industry	206	(3)
FM, AM, and Noncommercial Radio	206	(1)
Radio Is Local	207	(1)
Radio Is Fragmented	207	(1)
Radio Is Specialized	208	(1)
Radio Is Personal	209	(1)
Radio Is Mobile	209	(1)
The Business of Radio	209	(3)
Radio as an Advertising Medium	209	(1)
Deregulation and Ownership	210	(1)
Media Echoes: Problems with Radio Ratings	211	(1)
Scope and Nature of the Recording Industry	212	(5)
The Major Recording Companies	212	(2)
Using Media to Make a Difference: Rock `n' Roll, Radio, and Race Relations	214	(4)
Cultural Forum: Album Warning Labels: Child Protection or Censorship?	218
Trends and Convergence in Radio and Sound Recording	217	(5)
The Impact of Television	218	(1)
Satellite and Cable	219	(1)
Digital Technology	220	(2)
The Internet and the Future of the Recording Industry	222	(10)
Digital Radio	226	(1)
Web Radio	226	(1)
Developing Media Literacy Skills: Listening to Shock Jocks	227	(1)
Living Media Literacy: College Radio	228	(1)
Chapter Review	229	(1)
Key Terms	230	(1)
Questions for Review	230	(1)
Questions for Critical Thinking and Discussion	230	(1)
Important Resources	231	(1)
Television	232	(36)
Television Timeline	233	(2)
A Short History of Television	235	(8)
Mechanical and Electronic Scanning	235	(2)
The 1950s	237	(6)
Television and Its Audiences	243	(3)
Media Echoes: The Problem with the Nielsen Ratings	244	(2)
Scope and Nature of the Television Industry	246	(4)
The Networks and Program Content	247	(1)
How a Program Gets on the Air	247	(1)
Using Media to Make a Difference: The Creation of Sesame Street	248	(2)
Trends and Convergence in Television	250	(18)
Cable	251	(3)
VCR	254	(1)
DVD	254	(1)
Remote Control	255	(1)
Direct Broadcast Satellite (DBS)	255	(1)
Digital Video Recorders	256	(1)
Digital Television	256	(2)
Cultural Forum: Does DVR Make You a Thief?	258	(2)
The Internet on Television	260	(1)
Television and Video on the Internet	260	(1)
Interactive Television	261	(1)
Developing Media Literacy Skills: Recognizing Staged News	262	(2)
Living Media Literacy: Turn Off Your TV	264	(1)
Chapter Review	265	(1)
Key Terms	265	(1)
Questions for Review	266	(1)
Questions for Critical Thinking and Discussion	266	(1)
Important Resources	266	(2)
Cable and Other Multichannel Services	268	(28)
Cable and Other Multichannel Services Timeline	269	(2)
A Short History of Cable and Other Multichannel Services	271	(4)
Cable Reception and Distribution	272	(1)
Cable's Economic Structure	272	(1)
Early Regulation of Cable	273	(2)
Cable Today	275	(6)
Programming	275	(6)
Other Multichannel Services	281	(1)
Trends and Convergence in Cable and Other Multichannel Services	282	(14)
Interactive Cable	282	(2)
Cultural Forum: Information or Telecommunications Service?	284	(1)
Public Access Cable Television	284	(2)
Using Media to Make a Difference: Paper Tiger Television	286	(1)
Concentration	287	(2)
Phone-Over-Cable and Bundling	289	(1)
Media Echoes: The Promise of Cable	290	(1)
Developing Media Literacy Skills: Understanding Cable Pricing	291	(1)
Living Media Literacy: Access Television	292	(1)
Chapter Review	293	(1)
Key Terms	293	(1)
Questions for Review	294	(1)
Questions for Critical Thinking and Discussion	294	(1)
Important Resources	294	(2)
The Internet and the World Wide Web: Changing the Paradigm	296	(47)
Internet and World Wide Web Timeline	297	(2)
A Short History of the Internet	299	(6)
Development of the Computer	300	(1)
Military Applications	301	(3)
The Personal Computer	304	(1)
The Internet Today	305	(4)
Using the Internet	305	(1)
The World Wide Web	306	(3)
The Internet and Its Users	309	(1)
Commercialization of the Internet	310	(2)
Changes in the Mass Communication Process	312	(4)
The Double Edge of Technology	313	(1)
McLuhan's Renaissance	314	(2)
Reconceptualizing Life in an Interconnected World	316	(27)
The Internet and Freedom of Expression	316	(1)
Freedom of the Press for Whom?	316	(2)
Using Media to Make a Difference: Protest.org	318	(2)
Controlling Internet Expression	320	(1)
Pornography on the World Wide Web	321	(2)
Copyright (Intellectual Property Ownership)	323	(1)
Media Echoes: Rating the Web	323	(2)
Personal Identity	325	(1)
Privacy	326	(3)
Cultural Forum: Whose Life Is It Anyway? Protecting Personal Privacy in the Digital Age	329	(4)
Virtual Democracy	333	(3)
Developing Media Literacy Skills: Making Our Way in an Interconnected World	336	(1)
Living Media Literacy: POP for Privacy	337	(2)
Chapter Review	339	(1)
Key Terms	340	(1)
Questions for Review	340	(1)
Questions for Critical Thinking and Discussion	341	(1)
Important Resources	341	(2)
PART three SUPPORTING INDUSTRIES	343	(70)
Public Relations	344	(32)
Public Relations Timeline	345	(2)
Defining Public Relations	347	(2)
Using Media to Make a Difference: The MADD Campaign	349	(1)
A Short History of Public Relations	349	(8)
Early Public Relations	350	(1)
The Propaganda-Publicity Stage	351	(2)
Early Two-Way Communication	353	(2)
Advanced Two-Way Communication	355	(1)
Shaping the Character of Public Relations	356	(1)
Public Relations and Its Audiences	357	(1)
Scope and Structure of the Public Relations Industry	358	(8)
Public Relations Activities	359	(2)
Cultural Forum: The Office of Strategic Influence: The Pentagon Does PR	361	(4)
Organization of a Public Relations Operation	365	(1)
Trends and Convergence in Public Relations	366	(10)
Globalization and Specialization	366	(1)
Convergence	366	(2)
Trust in Public Relations	368	(1)
Media Echoes: Boosting Smoking among Women	369	(1)
Developing Media Literacy Skills: Judging Crisis PR	370	(2)
Living Media Literacy: Practice Public Relations	372	(1)
Chapter Review	373	(1)
Key Terms	374	(1)
Questions for Review	374	(1)
Questions for Critical Thinking and Discussion	374	(1)
Important Resources	375	(1)
Advertising	376	(37)
Advertising Timeline	377	(1)
A Short History of Advertising	378	(11)
Early Advertising	379	(1)
Industrialization and the Civil War	380	(2)
Magazine Advertising	382	(1)
The Advertising Agency and Professionalism	382	(1)
Advertising and Radio	383	(1)
World War II	384	(1)
Using Media to Make a Difference: Saving the Grand Canyon	385	(1)
Advertising and Television	386	(1)
The Evolution of Television Commercials	387	(2)
Advertising and Its Audiences	389	(6)
Criticisms and Defenses of Advertising	389	(1)
Specific Complaints	390	(2)
Media Echoes: Boosting Smoking among Children	392	(2)
Cultural Forum: Challenging Advertising: Adbusters and Uncommercials	394	(1)
Scope and Nature of the Advertising Industry	395	(7)
The Advertising Agency	396	(1)
Types of Advertising	397	(2)
The Regulation of Advertising	399	(2)
Measuring the Effectiveness of Advertising	401	(1)
Trends and Convergence in Advertising	402	(11)
New and Converging Technologies	402	(2)
Increased Audience Segmentation	404	(1)
Psychographics	405	(1)
Globalization	406	(1)
Developing Media Literacy Skills: Interpreting Intentional Imprecision	406	(2)
Living Media Literacy: BadAds.org	408	(1)
Chapter Review	409	(1)
Key Terms	410	(1)
Questions for Review	410	(1)
Questions for Critical Thinking and Discussion	410	(1)
Important Resources	411	(2)
PART four MASS-MEDIATED CULTURE IN THE INFORMATION AGE	413	(1)
Theories and Effects of Mass Communication	414	(44)
Mass Communication Theory and Effects Timeline	415	(1)
The Effects Debate	416	(2)
Defining Mass Communication Theory	418	(2)
A Short History of Mass Communication Theory	420	(12)
The Era of Mass Society Theory	421	(1)
The Era of the Scientific Perspective	422	(1)
The Era of Limited Effects Theory	423	(9)
The Era of Cultural Theory	432	(7)
Symbolic Interaction	433	(1)
Social Construction of Reality	434	(1)
Cultivation Analysis	435	(1)
Critical Cultural Theory	436	(3)
The Effects of Mass Communication	439	(19)
Violence	439	(3)
Using Media to Make a Difference: Television and the Designated Driver	442	(2)
Drugs and Alcohol	444	(2)
Gender and Racial/Ethnic Stereotyping	446	(2)
Cultural Forum: Embedding Antidrug Messages in Prime-Time Television	448	(1)
Political Campaigns and Voting	449	(2)
Prosocial Effects	451	(1)
Developing Media Literacy Skills: Applying Mass Communication Theory	452	(1)
Cultural Forum: Gerbner's Three Bs of Television	452	(1)
Living Media Literacy: Be a Media Effects Researcher	453	(1)
Chapter Review	454	(1)
Key Terms	455	(1)
Questions for Review	455	(1)
Questions for Critical Thinking and Discussion	456	(1)
Important Resources	456	(2)
Media Freedom, Regulation, and Ethics	458	(40)
Media Freedom, Regulation, and Ethics Timeline	459	(2)
A Short History of the First Amendment	461	(15)
Early Sentiment for a Free Press	461	(1)
Defining and Refining the First Amendment	461	(8)
Other Issues of Freedom and Responsibility	469	(1)
Media Echoes: Larry Flynt and Protection for Expression We Don't Like	470	(2)
Using Media to Make a Difference: The Red Lion Decision and the Rights of the Audience	472	(4)
Social Responsibility Theory	476	(2)
Media Industry Ethics	478	(20)
Defining Ethics	478	(1)
Three Levels of Ethics	478	(1)
Balancing Conflicting Interests	479	(7)
Codes of Ethics and Self-Regulation	486	(3)
Cultural Forum: Journalist or American? Media Ethics and 9/11	489	(3)
Developing Media Literacy Skills: Accepting Reports Based on Anonymous Sources	492	(1)
Living Media Literacy: Confront and Complain	492	(3)
Chapter Review	495	(1)
Key Terms	495	(1)
Questions for Review	496	(1)
Questions for Critical Thinking and Discussion	496	(1)
Important Resources	496	(2)
Global Media	498	(1)
Global Media Timeline	499	(2)
A Short History of Global Media	501	(7)
International Mass Media Before Satellites	501	(4)
Satellites and Global Mass Media	505	(1)
Cultural Forum: The United States as International Propagandist	506	(2)
Global Media Today	508	(13)
Using Media to Make a Difference: Maintaining Gross National Happiness	510	(2)
Comparative Analyses	512	(6)
Media Echoes: Freedom of the Press in Iran	518	(1)
Programming	518	(3)
The Debate over Cultural Imperialism	521	(1)
The MacBride Report and the NWIO	521	(3)
The Case for the Global Village	524	(1)
The Case Against the Global Village	524	(2)
Developing Media Literacy Skills: Making Our Way in the Global Village	526	(1)
Living Media Literacy: Support the Media Literacy Movement	527	(1)
Chapter Review	527	(1)
Key Terms	528	(1)
Questions for Review	528	(1)
Questions for Critical Thinking and Discussion	529	(1)
Important Resources	529
Glossary	1	(1)
References	1	(1)
Acknowledgments	1	(1)
Index	1