The Media in Your Life: An Introduction to Mass Communication

by Jean Folkerts; Lucinda Davenport; Stephen Lacy

• ISBN13: 9780205154142
• ISBN10: 020515414X
• Edition: 1st
• Format: Paperback
• Copyright: 1997-12-01
• Publisher: Allyn & Bacon, Inc.

Summary

Written by two highly regarded scholars and teachers, "The Media in Your Life" helps students develop a system-wide view of the interacting social, historical, economic, and technological forces at work in today's rapidly evolving mass media. The 3rd Edition explores the social, historical, economic, and technological implications of the media in our culture and how to use the media effectively in our lives.

Table of Contents

Preface	xxv
1 We the People and the Mass Media	1	(15)
Technology: New and Convergent	3	(4)
Economic Impact Technological Convergence: Old Issues in New Form	5	(2)
Economics: Who Will Pay the Piper? And Who Will the Piper Be?	7	(1)
A Political Revolution	8	(2)
Cultural Impact Power to the People	10	(1)
Social and Cultural Impact	10	(1)
A New Internationalism	11	(3)
Profile Marshall McLuhan	12	(1)
Global Impact Lingling Zhu and the Internet	13	(1)
Summary	14	(1)
Navigating the Web Media on the Web	14	(1)
Questions for Review	15	(1)
Issues to Think About	15	(1)
Suggested Readings	15	(1)
2 How People Communicate: Uses and Structure	16	(28)
The Communication Process	18	(2)
Mediated Communication and Mass Media	20	(1)
The Mass Communication Process	21	(2)
Uses of Mass Communication	23	(4)
How Individuals Use Information	24	(1)
Converging Technologies Interactivity	25	(1)
How Groups Use Information	26	(1)
The U.S. Mass Communication System	27	(13)
A Global Context	27	(1)
U.S. Mass Media as a Market System	28	(1)
Three Communication Markets	28	(3)
Media Organizations	31	(1)
Demand for Information and Ideas	32	(1)
Profile Charles Dolan	33	(2)
Supply of Content	35	(2)
Interaction of Supply and Demand	37	(1)
Cultural Impact Politically Correct in the Marketplace	38	(2)
Economic Impact Who Pays the Bills?	40	(1)
The U.S. Mass Media System and the World	40	(1)
Summary	41	(2)
Navigating the Web Communication on the Web	42	(1)
Questions for Review	43	(1)
Issues to Think About	43	(1)
Suggested Readings	43	(1)
3 Historical Development of Mass Communication	44	(34)
Printing and Mass Production: A Technological Revolution	46	(2)
Communication Networks in Colonial North America	48	(1)
Challenges to Elite Authority	48	(3)
Independence and the Marketplace of Ideas	49	(1)
Profile Mary Katherine Goddard	50	(1)
Communication and Nation Building	51	(7)
The Fight for Political Dominance	51	(2)
Publishing and a Diversified Society	53	(1)
Growth and Expansion	54	(1)
Telegraph Breaks Transportation Link	55	(1)
Cultural Impact Antislavery Visuals	56	(2)
Converging Technologies Marconi Supplies News to New York Herald	58	(1)
The Modern World of Communications	58	(7)
Magazines as a Social Force	59	(1)
World War I Restrictions and Propaganda	59	(1)
The Radio Revolution	60	(2)
Film and Cultural Values	62	(1)
Communication and Consumer Culture	63	(1)
News in Print	63	(2)
News Media and Society	65	(3)
The Hutchins Commission	66	(1)
Government and Press	66	(2)
Mass Media and Society	68	(4)
Television and Its Impact	69	(2)
The World of Print	71	(1)
The Current Media Picture	72	(2)
Economic Impact Lobbying Congress Is Big Business	73	(1)
Summary	74	(2)
Navigating the Web Media History on the Web	75	(1)
Questions for Review	76	(1)
Issues to Think About	76	(1)
Suggested Readings	76	(2)
4 Books	78	(28)
Growth of Literary Culture	80	(1)
Books in American Life	81	(4)
Books and Social Change	82	(3)
Global Impact Book Piracy	85	(1)
Book Publishing Enters the Modern Era	85	(2)
Today's Market Structure	87	(5)
Economic Impact Unknown Hits the Big Time	88	(2)
Cultural Impact African American Best-Sellers	90	(1)
Media Conglomerates in the Book Business	90	(2)
Conglomeration and Media Convergence	92	(1)
Audience Demand in Book Publishing Markets	92	(4)
Profile Stephen King	93	(1)
Financing and Convergence	94	(1)
Market Dimensions of a Best-Seller	94	(2)
Enduring Themes in Audience Demand	96	(1)
Supplying the Audience's Demand	96	(4)
Textbooks	96	(2)
The Trade Market: Fiction and Nonfiction	98	(2)
Trends and Innovations	100	(3)
Electronic Publishing	100	(1)
Converging Technologies Sumeria Reborn	101	(1)
Audiobooks	102	(1)
Multimedia Products	102	(1)
Superstores	102	(1)
Content Is Key	103	(1)
Summary	103	(2)
Navigating the Web Books on the Web	104	(1)
Questions for Review	105	(1)
Issues to Think About	105	(1)
Suggested Readings	105	(1)
5 Newspapers	106	(34)
Newspapers in American Life	108	(9)
Newspapers as Local Commodities	110	(1)
Newspapers as Political Entities	111	(1)
Competition in a New Century	111	(2)
Rise of the Penny Press	113	(2)
The National Stage	115	(1)
Growth and Maturation	116	(1)
Today's Market Structure	117	(1)
Audience Demand in Newspaper Markets	118	(3)
Economic Impact Indicators Are Mixed	119	(2)
Supplying the Audience's Demand	121	(5)
Ownership	121	(1)
Profile Robert Maxwell	122	(1)
Competition	123	(1)
Minority and Ethnic Press	124	(2)
Newspapers as Organizations	126	(4)
Staffing Patterns	126	(1)
Newspaper Content	127	(3)
Trends and Innovations	130	(6)
Content and Design	130	(3)
Convergence and the Newsroom	133	(1)
Converging Technologies The New York Times and America Online	134	(1)
Reorganizing the Newsroom	134	(1)
The Public Journalism Controversy	135	(1)
Who Are America's Journalists?	136	(1)
Summary	137	(2)
Navigating the Web Newspapers on the Web	138	(1)
Questions for Review	139	(1)
Issues to Think About	139	(1)
Suggested Readings	139	(1)
6 Magazines	140	(32)
Magazines in American Life	142	(10)
Magazines Experience Slow Growth	143	(1)
Magazines in the Nineteenth Century	144	(2)
Mass Production and Assembly-Line Magazines	146	(1)
The Muckrakers	147	(1)
Photojournalism: Small Camera Technology and Social Insights	148	(1)
Maturation and Competition	149	(1)
Media Compete for Advertising	150	(2)
Today's Market Structure	152	(3)
Economic Impact Ziff-Davis and Computer Mags	153	(1)
Consumer Magazines	153	(1)
Business Magazines	153	(1)
Who Owns Magazines?	154	(1)
Audience Demand in Magazine Markets	155	(3)
Consumer Market	156	(1)
Advertising Market	156	(1)
Cultural Impact Teen Magazines	157	(1)
Supplying the Audience's Demand	158	(6)
Creating a New Magazine	158	(1)
Financing a Magazine	158	(1)
Advertising	159	(2)
Publishing a Successful Magazine	161	(1)
Profile Gloria Steinem	162	(2)
Trends and Innovations	164	(5)
Demographics	164	(1)
Economic and Social Change	165	(1)
Combined Technology Offers More Choice	166	(1)
Converging Technologies Magazines and Consumer Choice	167	(1)
International Markets	167	(2)
Summary	169	(1)
Navigating the Web Magazines on the Web	169	(1)
Questions for Review	170	(1)
Issues to Think About	170	(1)
Suggested Readings	171	(1)
7 The Movies	172	(32)
Film in American Life	174	(9)
Technological and Economic Development	174	(3)
Convering Technologies The Lion King and New Technology	177	(1)
The Audience and New Expectations	178	(1)
Sound and Money	179	(1)
The Studio System	180	(1)
Domination by the Big Five	180	(1)
Growth in the Domestic Market	181	(1)
Post-World War II Decline	181	(1)
Response to Television	182	(1)
Cultural and Political Development	183	(10)
Movies as Art and Social Commentary	183	(3)
Cultural Impact Hoop Dreams	186	(2)
Movies and the Marketplace of Ideas	188	(2)
The Role of Women in Movie History	190	(1)
Profile Jodie Foster	191	(1)
African American Films	192	(1)
Today's Market Structure	193	(1)
Audience Demand in Movie Markets	194	(1)
Economic Impact The Business of Profit	195	(1)
Supplying the Audience's Demand	195	(3)
Product Placement: Supplying the Advertising Market	196	(1)
The Videocassette Revolution	197	(1)
Supplying the International Market	198	(1)
International Film	198	(2)
Strong Domestic Film Industries	198	(1)
Global Impact Icon with an Attitude	199	(1)
Growing Exportation of Films	199	(1)
International Coproduction	200	(1)
Trends and Innovations	200	(1)
Demographics	201	(1)
Influences of International Market	201	(1)
Summary	201	(2)
Navigating the Web Movies on the Web	202	(1)
Questions for Review	203	(1)
Issues to Think About	203	(1)
Suggested Readings	203	(1)
8 Radio	204	(30)
Radio in American Life	207	(8)
The Magic Starting Point	207	(1)
Radio as a Mass Medium	208	(2)
Advertising Arrives	210	(1)
Early Regulation	210	(1)
Radio's Golden Age	211	(3)
Beginnings of Radio Journalism	214	(1)
Radio and World War II	214	(1)
Radio Competes with TV	215	(1)
New Technology Recreates the "Music Box"	215	(1)
Today's Market Structure	215	(4)
Radio Station Organization	217	(1)
Who Owns Radio?	217	(1)
Economic Impact Return of National Radio	218	(1)
Audience Demand in Radio Markets	219	(2)
Consumer Market	219	(1)
Advertising Market	220	(1)
Supplying the Audience's Demand	221	(6)
The Public Radio System	221	(2)
Commercial Radio News	223	(1)
Talk Radio	224	(1)
Cultural Impact Shortwave Radio	225	(1)
Profile Howard Stern	226	(1)
International Radio	227	(3)
Broadcasting Across Borders	227	(1)
Converging Technologies Voice of America and the Internet	228	(1)
Europe	229	(1)
Africa	229	(1)
Latin America	229	(1)
Asia	230	(1)
Australia	230	(1)
Trends and Innovations	230	(1)
Summary	231	(2)
Navigating the Web Radio on the Web	232	(1)
Questions for Review	233	(1)
Issues to Think About	233	(1)
Suggested Readings	233	(1)
9 Television	234	(44)
Television in American Life	236	(12)
Development of Television	237	(1)
Early Regulation	238	(1)
World War II and Postwar Challenges	238	(1)
Postwar Boom	238	(1)
Policy and Politics	239	(1)
Entertainment Programming	240	(1)
The Influence of Advertising on Programming	241	(1)
Television Journalism	242	(4)
TV and American Politics	246	(2)
Today's Market Structure	248	(7)
Shifting Status of the Networks	248	(1)
Murdoch's New Network	248	(1)
Economic Impact Networks and Profits	249	(1)
Television Operations	250	(1)
Converging Technologies New Television Behaviors	251	(2)
Television Ownership Patterns	253	(2)
Audience Demand in Television Markets	255	(5)
Consumer Market	256	(1)
Advertising Market	257	(1)
Profile Bill Cosby	258	(2)
Supplying the Audience's Demand	260	(10)
Station Organization	260	(1)
Television Technologies	261	(1)
Broadcast Transmission	261	(2)
Converging Technologies The Brave Continuing World of Interactive TV	263	(1)
Supplying News: The World in Our Living Rooms	264	(2)
Supplying Entertainment	266	(1)
Cultural Impact TV Land Versus Real Life	267	(2)
Supplying the Advertising Market	269	(1)
Television and the International Market	270	(1)
Availability of Distribution Systems	270	(1)
Availability of Programming	270	(1)
Cultural Resistance	271	(1)
International Cooperation	271	(1)
Trends and Innovations	271	(4)
Technology	272	(1)
Ownership and Delivery of Services	273	(1)
Content	274	(1)
Summary	275	(2)
Navigating the Web Television on the Web	276	(1)
Questions for Review	277	(1)
Issues to Think About	277	(1)
Suggested Readings	277	(1)
10 Music and the Recording Industry	278	(32)
Printed and Recorded Music in American Life	280	(7)
African American Music	281	(1)
European American Music	282	(1)
From the 1930s to Rock `n' Roll	283	(3)
Blending Music to Make Rock `n' Roll	286	(1)
Social and Cultural Impact	287	(7)
Music and Rebellion	287	(1)
Converging Technologies The Beatles Return	288	(1)
Cultural Impact Live Fast, Die Young	289	(1)
Blending Musical Forms	290	(2)
Profile Janis Joplin	292	(1)
Commercialization	292	(1)
Other Forms of Popular Music	293	(1)
Serious Music	293	(1)
The Recording Industry	294	(2)
Phonographs and Records	294	(1)
Audio Tape and Digital Technology	295	(1)
Today's Market Structure	296	(2)
Economic Impact Who Gets the Money?	297	(1)
Audience Demand in Recording Markets	298	(1)
Supplying the Audience's Demand	299	(6)
The Recording Process	299	(1)
Financing	300	(1)
Distribution	301	(1)
Promotion	302	(2)
Global Impact MTV: Music Television for the World	304	(1)
Trends and Innovations	305	(1)
Multimedia Packaging	305	(1)
Mainstreaming Alternative Music	306	(1)
Summary	306	(2)
Navigating the Web Music on the Web	307	(1)
Questions for Review	308	(1)
Issues to Think About	308	(1)
Suggested Readings	309	(1)
11 Computers and the Information Highway	310	(34)
Computers in American Life	313	(9)
Cultural Impact Personal Computer as Hobby	314	(1)
The Move to Micro	315	(1)
Software Revolution	316	(1)
Profile Bill Gates	317	(2)
Networking	319	(1)
Social and Cultural Effects	320	(2)
Today's Market Structure	322	(5)
Hardware	323	(1)
Software	324	(2)
Economic Impact Advertising Cyberwars	326	(1)
Audience Demand in Computer Markets	327	(2)
Demand for Software	327	(1)
Demand for Networked Services	328	(1)
Global Impact Online Services in Europe	329	(1)
Supplying the Audience's Demand	329	(7)
Role of Mass Communication Specialists	330	(1)
Software Products	330	(2)
Commercial Online Services	332	(3)
Internet	335	(1)
Bulletin Board Systems	336	(1)
Audiotext	336	(1)
Trends and Innovations	336	(5)
Cultural Impact In Cyberspace	337	(1)
The Information Highway	337	(2)
New Communication Technologies and Regulation	339	(2)
Summary	341	(1)
Navigating the Web Computers and the Information Highway	342	(1)
Questions for Review	342	(1)
Issues to Think About	343	(1)
Suggested Readings	343	(1)
12 Regulation	344	(38)
Regulation in American Life	346	(6)
Reasons for Regulation	347	(3)
Cultural Impact The Pentagon Papers	350	(1)
Regulation of Media and the First Amendment	351	(1)
Converging Technologies New Technology and Regulation	352	(1)
Types of Media Regulation	352	(23)
Economic Regulation	354	(5)
Business Regulation	359	(2)
Content and Information Regulation	361	(8)
Profile Reed Hundt	369	(2)
Economic Impact Nellie Mitchell Beats the Supermarket Tabloids	371	(4)
The Threat of Regulation	375	(1)
Gaining Access to Journalists' Information	376	(1)
Trends and Innovations	377	(1)
Deregulation	377	(1)
New Forms of Lawsuits	377	(1)
Summary	378	(2)
Navigating the Web Regulation on the Web	379	(1)
Questions for Review	380	(1)
Issues to Think About	380	(1)
Suggested Readings	381	(1)
13 Ethics	382	(34)
Ethics in American Life	386	(3)
History of Journalistic Standards	386	(1)
Global Impact Global Media and Ethics	387	(1)
History of Press Responsibility	388	(1)
Classical Ethics in a Modern Society	389	(2)
Political and Economic Demand for Ethical Behavior	391	(8)
Credibility and Profit	391	(1)
Ethics and Media Concentration	391	(1)
Impact on Other Industries	392	(1)
Economic Impact Media, Ethics, and the Cigarette Industry	393	(1)
Basic Ethical Standards in American Media	394	(1)
Profile Heywood C. Broun	395	(4)
Supplying Ethical Standards	399	(4)
Industry's Response: Codes of Ethics	399	(2)
Critics' Response	401	(1)
Moral Reasoning Processes for Ethical Decisions	402	(1)
Ethical Situations and Dilemmas	403	(9)
Business and Media Content	404	(1)
Freebies and Junkets	405	(1)
Converging Technologies Video News Releases	406	(1)
Anonymous Attribution	406	(1)
Checkbook Journalism	407	(1)
Privacy Versus People's Need to Know	407	(2)
Sensationalism, Decency, and Good Taste	409	(1)
Direct Quotations	410	(1)
Awards	410	(1)
Correction of Errors	410	(1)
Fiction and Fact	410	(1)
Cultural Impact Scaling Back on Crime Coverge	411	(1)
Visual Depictions	412	(1)
Trends	412	(1)
Summary	413	(1)
Navigating the Web Ethics on the Web	414	(1)
Questions for Review	414	(1)
Issues to Think About	415	(1)
Suggested Readings	415	(1)
14 Public Relations	416	(36)
Public Relations in American Life	419	(6)
Public Relations in Social Context	420	(3)
Profile Edward L. Bernays	423	(1)
Information and Persuasion	423	(1)
Internal Public Relations	424	(1)
Social and Cultural Impact	425	(3)
Cultural Impact The Greening of PR	425	(3)
Demand for Public Relations	428	(2)
Demand for PR Services	428	(1)
Demand for PR Information	429	(1)
Supplying the Demand for Public Relations	430	(13)
The Public Relations Process	432	(1)
Conducting External PR	433	(3)
Converging Technologies PR and New Media	436	(4)
Economic Impact PR as an Information Subsidy	440	(1)
Conducting Internal PR	441	(2)
The Public Relations Business as a Profession	443	(2)
Trends and Innovations	445	(3)
Diversity	445	(1)
Electronic PR	446	(1)
Specialization	447	(1)
Global Public Relations	448	(1)
Summary	449	(1)
Navigating the Web Public Relations on the Web	450	(1)
Questions for Review	450	(1)
Issues to Think About	451	(1)
Suggested Readings	451	(1)
15 Advertising	452	(32)
Advertising in American Life	455	(8)
The Mercantile Press and Advertising	456	(1)
The Development of Mass Advertising	456	(4)
Broadcasting Arrives	460	(2)
Broadcasting and the Price of Products	462	(1)
Cultural and Political Impact of Advertising	463	(1)
Manipulation by Advertising	463	(1)
Advertising's Influence on Journalism	464	(1)
Structure of Advertising and Demand	464	(5)
The Influence of Advertising on Consumer Behavior	465	(1)
Cultural Impact Calvin Klein, Taste & Appeal	466	(1)
Identifying Consumers as Types	466	(1)
Effectiveness of Advertising	467	(1)
Economic Impact Whittle and Advertising-Based Media	467	(1)
Advertising's Effects on Consumers	468	(1)
Supplying the Demand for Advertising	469	(5)
Advertising Support for Media	469	(4)
Who Produces Advertisements?	473	(1)
Trends and Innovations	474	(7)
Global Impact Racing for Kid Consumers	475	(1)
Blends and Infomercials	475	(1)
Profile Leo Burnett	476	(1)
Political Advertising	477	(1)
Online Advertising	477	(1)
Converging Technologies The World Wide Web May Change Ad Agencies	478	(2)
Worldwide Advertising	480	(1)
Summary	481	(1)
Navigating the Web Advertising on the Web	481	(1)
Questions for Review	482	(1)
Issues to Think About	482	(1)
Suggested Readings	483	(1)
16 Mass Communication Research: From Content to Effects	484	(32)
Defining Mass Communication Research	486	(4)
The Importance of Theory	487	(1)
Research and Public Policy	488	(1)
Modifying Theory	488	(2)
Mass Communication Research in American Life	490	(8)
Early Critical Studies Research in the United States	490	(1)
Powerful Effects Research	491	(1)
Limited Effects Research	492	(1)
Early Content Studies	493	(2)
Evolution of Cultural Studies in the United States	495	(1)
Current Research Topics	495	(1)
Economic Impact Who Pays the Bills?	496	(2)
Mass Media Effects	498	(7)
Political Effects of Mass Media	498	(2)
Profile Wilbur Schramm	500	(2)
Individual Effects	502	(2)
Converging Technologies Research and Computers	504	(1)
Characterizing Effects Research	504	(1)
Cultural Studies Today	505	(1)
Uses of Media	506	(1)
Influences on Content	507	(5)
Individual Factors	508	(1)
Organizational Factors	509	(1)
Market Factors	510	(1)
Cultural Impact Using Research	511	(1)
Characterizing Content Influence Research	511	(1)
Trends	512	(1)
Contingency Research	512	(1)
More Theory	512	(1)
Integrated Theory	513	(1)
Summary	513	(2)
Navigating the Web Mass Communication Research on the Web	514	(1)
Questions for Review	515	(1)
Issues to Think About	515	(1)
Suggested Readings	515	(1)
Glossary	516	(11)
References	527	(14)
Index	541