The Media of Mass Communication 2003 Update

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  • Edition: 6th
  • Format: Paperback
  • Copyright: 2003-01-01
  • Publisher: Allyn & Bacon
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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. The 2003 Update features up-to-date coverage and analysis of events that have taken place since the last edition was published, including the dramatic events of September 11, 2001. Widely praised for its ability to make learning interesting, Media of Mass Communication excites students as they explore the ever-changing subject of mass communication. The 2003 Update reflects the new reality of mass communication today while retaining the text's extensive coverage of media history, effects, and culture. Every chapter reflects the most current statistics, issues, and challenges facing the media.

Table of Contents

All chapters begin with “Learning Goals” and conclude with “Chapter Wrap-Up,” “Questions for Review,” “Questions for Critical Thinking,” and “Keeping Up to Date.”


1. The Mass Media.
Opening Vignette: Sumner Redstone.
Importance of Mass Media.
Primary Mass Media.
Mass Media Models.
Economics of Mass Media.
Media Demassification.
Media Conglomeration.
Media Melding.
Media Future: Recordings.

2. Books.
Opening Vignette: J.K. Rowling.
Books in the Culture.
Book Categories.
Book Authors.
Book Issues.
Evaluating Books.
Book Trends.
Media Future Trends: Books.

3. Magazines.
Opening Vignette: Bob Petersen.
Influence of Magazines.
Magazines as Media Innovators.
Consumer Magazines.
Non-Newsrack Magazines.
Magazine Demassification.
Evaluating Magazines.
Media Future: Magazines.

4. Newspapers.
Opening Vignette: George Gilder.
Importance of Newspapers.
Newspaper Chain Ownership.
Evaluating Newspapers.
National Dailies.
Hometown Newspapers.
Challenges for Daily Newspapers.
Weekly Newspapers.
Alternate and Minority Newspapers.
Media Future: Newspapers.

5. Recordings.
Opening Vignette: Shawn Fanning.
Recorded Music as a Social Force.
Recording Industry.
Recording Technology.
Digital Technology.
Evolution of the Music.
Changes in Music Business.
Marketing Records.
Evaluating Record Companies.
Evaluating Recording Companies.
Heisting Music.
Censorship and Recorded Music.
Media Future: Recordings.

6. Movies.
Opening Vignette: Amorette Jones.
Importance of Movies.
Technical Heritage of Movies.
Three Crises that Reshaped Hollywood.
Hollywood's Response to Television.
Melding of Movies and Television.
Movie Exhibitors.
Movie Finances.
Movie Censorship.
Evaluating Movies.
Media Future: Movies.

7. Radio.
Opening Vignette: Don Imus.
Significance of Radio.
Technical Development.
Characteristics of U.S. Radio.
Radio as Entertainment.
Radio News.
Radio Networks.
Broadcasting Regulation.
Quality on the Air.
Media Future: Radio.

8. Television.
Opening Vignette: John de Mol.
Impact of Television.
Technology of Television.
Structure of U.S. Television.
Delivery Systems.
Over-Air Networks.
Cable Television.
Television Entertainment.
Television News.
Public Television.
Evaluating Television.
Media Future: Television.

9. The Web.
Opening Vignette: Tim Berners-Lee.
World Wide Web.
Commerce and the Web.
Measuring the Web Audience.
Web Technology.
Nonlinear Communication.
Evaluating the Web.
Media Melding.
Public Policy and the Web.
Media Future: Web.


10. Journalism.
Opening Vignette: Christiane Amanpour.
Journalism Traditions.
Personal Values in News.
Variables Affecting News.
Influences on News.
Gatekeeping in News.
Journalism Trends.
Identifying Good Journalism.
Media Future: Journalism.

11. Public Relations.
Chapter Opener: Dean Kamen and Seguay.
Importance of Public Relations.
Origins of Public Relations.
Structure of Public Relations.
Public Relations Services.
Media Relations.

12. Advertising.
Opening Vignette: Daisy Expsito-Ulla.
Importance of Advertising.
Origins of Advertising.
Advertising Agencies.
Placing Advertisements.
Pitching Messages.
Research and Psychology.
Advertising Regulation.
Problems and Issues.
Media Future: Advertising.

13. Media Research.
Opening Vignette: Andy Kohut.
Public-Opinion Sampling.
Measuring Audience Size.
Measuring Audience Reaction.
Audience Analysis.
Applied and Theoretical Research.


14. Mass Communication.
Opening Vignette: Wilbur Schramm.
Types of Communication.
Components of Mass Communication.
Communication Models.
Fundamentals in the Process.
Players in the Process.
Impediments to Communication.
Mass Communication Results.

15. Mass Communication Effects.
Opening Vignette: Orson Welles.
Effects Studies.
Uses and Gratifications Studies.
Individual Selectivity.
Media-Depicted Violence.
Media Agenda-Setting for Individuals.
Media-Induced Anxiety.

16. Mass Media and Society.
Opening Vignette: Marshall McLuhan.
Mass Media Role in Culture.
Social Stability.
Cultural Transmission.
Mass Media and Fundamental Change.

17.Global Mass Media
Opening Vignette: Herbert Schiller.
Global Conglomeration.
Effects of Globalization.
Cultural Intrusion.
Global Media Models.
Global Media Players.
Global Media Companies.
Media Pressure Points.
Media Future: Global Mass Media.

18. Mass Media and Governance
Opening Vignette: Helen Thomas.
Media Role in Governance.
Media as an Information Service.
Media Effects on Governance.
Government Manipulation of Media.
Status of the Watchdog.
Media-Government Issues.

19. Mass Media Law.
Opening Vignette: James Perry Barlow.
The U.S. Constitution.
Prior Restraint.
Slander and Mass Media.
Privacy Law.
Journalism Law.
Obscenity and Pornography.
Censorship Today.

20. Ethics.
Opening Vignette: Jesse and Terry Ventura.
The Difficulty of Ethics.
Moral Principles.
Process versus Outcome.
Potter's Box.
Ethics and Other Issues.
Unsettled, Unsettling Questions.

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