The Media in Your Life: An Introduction to Mass Communication

by Folkerts, Jean; Lacy, Stephen

• ISBN13: 9780205317820
• ISBN10: 0205317820
• Edition: 2nd
• Format: Paperback
• Copyright: 2000-07-01
• Publisher: Pearson College Div

Summary

With a strong emphasis on media convergence throughout, 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.Written by two highly regarded scholars and teachers, this text goes beyond other textbooks to help students understand where, how, and why they fit into the contemporary media environment. Too often, mass communication texts rely only on popular publications or on academic research. Folkerts and Lacy believe that all forms of scholarship provide insight into mass communication. In this interactive text, they have combined the concrete practice of journalism with empirical research, enabling students to comprehend the impact of the dynamic media that are an integral part of our lives today.Folkerts and Lacy guide your students through today's whirlwind of mass communication by providing them with the information and critical thinking skills necessary to consider objectively the media and its roles in their lives. Students are challenged to look at their own use of the media and to observe patterns they see in media industries, personalities, structures, and market trends in order to become more informed media consumers.

Table of Contents

Preface	xv
We the People and the Mass Media	2	(20)
Mass Media in Your Life/Background Noise and Information	5	(1)
New Media, Old Media	5	(1)
Technology Endures, Changes, and Converges	6	(6)
Communication Networks in North America	7	(1)
Technology, Transportation, and Communication	7	(3)
Technology: New and Convergent	10	(1)
Media Convergence/Internet Payoff	10	(2)
Media and Economics: Who Will the Piper Be? And Who Pays the Piper?	12	(1)
Media and Political Participation	13	(3)
Cultural Impact/Power to the People	15	(1)
Media and Society	16	(1)
A New Internationalism	17	(5)
Global Impact/The Ubiquitous Media	17	(2)
Profile/Marshall McLuhan	19	(1)
Summary	20	(1)
Navigating the Web/Media on the Web	20	(1)
Questions for Review	21	(1)
Issues to Think About	21	(1)
Suggested Readings	21	(1)
How We Communicate: Processes and Economics	22	(28)
The Communication Process	24	(3)
Communication in Your Life/Interacting with Others and Using Media	25	(1)
Mediated Communication and Mass Media	26	(1)
The Mass Communication Process	27	(2)
Uses of Mass Communication	29	(3)
How Individuals Use Information	29	(2)
Media Convergence/Interactivity	31	(1)
How Groups Use Information	31	(1)
The U.S. Mass Communication System	32	(14)
A Global Context	33	(1)
U.S. Mass Media as a Market System	33	(2)
Three Communication Markets	35	(2)
Media Organizations	37	(1)
Demand for Information and Ideas	38	(1)
Profile/Charles Dolan	39	(2)
Supply of Content	41	(3)
Interaction of Supply and Demand	44	(1)
Cultural Impact/Who Do You Trust on the Internet?	45	(1)
The U.S. Mass Media System and the World	46	(4)
Summary	47	(1)
Navigating the Web/Communication on the Web	48	(1)
Questions for Review	48	(1)
Issues to Think About	49	(1)
Suggested Readings	49	(1)
Books	50	(24)
Growth of Literary Culture	52	(1)
Books in Your Life/Judging Their Quality	53	(1)
Books in American Life	53	(4)
Books and Social Change	54	(2)
Book Publishing Enters the Modern Era	56	(1)
Today's Market Structure	57	(6)
Dateline/Books in Our Lives	58	(2)
Media Conglomerates in the Book Business	60	(1)
Cultural Impact/How the Critics Review African American Writers	61	(1)
Profile/Stephen King	62	(1)
Conglomeration and Media Convergence	63	(1)
Audience Demand in Book Publishing Markets	63	(4)
Financing and Convergence	63	(1)
Electronic Publishing	64	(1)
Market Dimensions of a Best-Seller	65	(2)
Supplying the Audience's Demand	67	(3)
Textbooks	67	(1)
The Trade Market: Fiction and Nonfiction	68	(2)
Trends and Innovations	70	(4)
Online Sales	70	(1)
Multimedia Products	70	(1)
Superstores	70	(1)
Media Convergence/Multimedia Packages	71	(1)
Content Is Key	71	(1)
Summary	72	(1)
Navigating the Web/Books on the Web	72	(1)
Questions for Review	73	(1)
Issues to Think About	73	(1)
Suggested Readings	73	(1)
Newspapers	74	(40)
Newspapers in Your Life/What Are Your Newspaper Reading Habits?	77	(1)
Newspapers in American Life	77	(10)
Local Newspapers and Challenges to Elite Authority	77	(1)
Dateline/Newspapers in Our Lives	78	(2)
Independence and the Marketplace of Ideas	80	(1)
The Fight for Political Dominance	81	(1)
Postal Rates and Serving the Community	82	(1)
Serving a Diversified Society	83	(1)
Competition in a New Century	83	(1)
Rise of the Penny Press	84	(1)
The National Stage	85	(2)
Maturation	87	(1)
Today's Market Structure	87	(2)
Media Convergence/Take One Tablet and Read Me in the Morning	88	(1)
Audience Demand in Newspaper Markets	89	(2)
Supplying the Audience's Demand	91	(7)
Ownership	91	(2)
Profile/Nelson Poynter	93	(1)
Competition	94	(1)
Declining Credibility	95	(1)
Minority and Ethnic Press	96	(2)
Newspapers as Organizations	98	(8)
Newspaper Departments	98	(1)
Cultural Impact/Journalists Keep an Eye on Local Governments	99	(1)
Newsroom Staffing	100	(1)
Newspaper Design	101	(2)
Newspaper Content	103	(3)
Trends and Innovations	106	(4)
Pursuing Young Readers	106	(1)
Convergence and Newspapers	107	(1)
Computer Assisted Reporting	108	(1)
The Public Journalism Controversy	109	(1)
Who Are U.S. Journalists?	110	(4)
Summary	111	(1)
Navigating the Web/Newspapers on the Web	112	(1)
Questions for Review	113	(1)
Issues to Think About	113	(1)
Suggested Readings	113	(1)
Magazines	114	(30)
Magazines in Your Life/Do Magazines Bring People Together?	117	(1)
Magazines in American Life	117	(8)
Magazines Experience Slow Growth	117	(1)
Dateline/Magazines in Our Lives	118	(1)
Magazines in the Nineteenth Century	119	(2)
Financing a New Industry	121	(1)
Mass Production and Assembly-Line Magazines	122	(1)
The Muckrakers	122	(1)
News and Pictures Revolutionize Magazines	123	(2)
Maturation and Competition	125	(1)
Today's Market Structure	125	(5)
Zines	126	(1)
Media Convergence/Slate versus Salon	127	(1)
Decentralizing	127	(1)
Consumer Magazines	128	(1)
Business Magazines	128	(1)
Magazine Ownership	129	(1)
Audience Demand in Magazine Markets	130	(2)
Consumer Market	130	(1)
Advertising Market	131	(1)
Cultural Impact/Teen Magazines	132	(1)
Supplying the Audience's Demand	132	(6)
Creating a New Magazine	133	(1)
Financing a Magazine	133	(1)
Advertising	134	(1)
Publishing a Successful Magazine	135	(2)
Profile/Gloria Steinem	137	(1)
Trends and Innovations	138	(6)
Demographics	138	(1)
Economic and Social Change	138	(1)
Converging Technology	139	(1)
International Markets	140	(1)
Summary	141	(1)
Navigating the Web/Magazines on the Web	142	(1)
Questions for Review	142	(1)
Issues to Think About	143	(1)
Suggested Readings	143	(1)
The Movies	144	(32)
Film in American Life	146	(9)
Technological and Economic Development	146	(1)
Movies in Your Life/How Do You Watch Movies?	147	(2)
Media Convergence/Lie Back and Click	149	(1)
The Audience and New Expectations	150	(1)
Sound and Money	151	(1)
The Studio System	152	(1)
Domination by the Big Five	152	(1)
Growth in the Domestic Market	153	(1)
Post-World War II Decline	153	(1)
Response to Television	154	(1)
Cultural and Political Developments	155	(10)
Movies as Art and Social Commentary	155	(2)
Cultural Impact/Quirky Video Debuts at Sundance	157	(1)
Movies and the Marketplace of Ideas	158	(2)
Dateline/Movies in Our Lives	160	(2)
The Role of Women in Movie History	162	(1)
Profile/Jodie Foster	163	(1)
African American Films	164	(1)
Today's Market Structure	165	(1)
Audience Demand in Movie Markets	166	(1)
Supplying the Audience's Demand	167	(3)
Product Placement: Supplying the Advertising Market	168	(1)
The Videocassette Revolution	168	(2)
Supplying the International Market	170	(2)
International Film	170	(1)
Strong Domestic Film Industries	170	(1)
Global Impact/International Movie Market Grows, Changes	171	(1)
Growing Exportation of Films	171	(1)
International Coproduction	172	(1)
Trends and Innovations	172	(4)
Distribution of Movies to the Home	172	(1)
Demographics	173	(1)
Influences of the International Market	173	(1)
Summary	173	(1)
Navigating the Web/Movies on the Web	174	(1)
Questions for Review	175	(1)
Issues to Think About	175	(1)
Suggested Readings	175	(1)
Radio	176	(28)
Radio in American Life	178	(10)
Radio in Your Life/How Many Roles Does Radio Play?	179	(1)
The Magic Starting Point	179	(1)
Radio as a Mass Medium	180	(1)
The Advent of Advertising	181	(1)
Early Regulation	182	(1)
Radio's Golden Age	182	(1)
Beginnings of Radio Journalism	183	(1)
Dateline/Radio in Our Lives	184	(2)
Radio and World War II	186	(1)
Competition from TV	186	(1)
New Technology and the ``Music Box''	186	(1)
Media Convergence/Voice of America and the Internet	187	(1)
Today's Market Structure	188	(2)
Radio Station Organization	189	(1)
Radio Ownership	189	(1)
Audience Demand in Radio Markets	190	(2)
Consumer Market	190	(1)
Advertising Market	191	(1)
Supplying the Audience's Demand	192	(3)
The Public Radio System	192	(1)
Commercial Radio News	193	(1)
Talk Radio	194	(1)
Cultural Impact/Shortwave Radio	195	(1)
International Radio	195	(5)
Profile/Edward R. Murrow	196	(1)
Broadcasting across Borders	197	(1)
Global Impact/Knoxville Radio Goes Worldwide	197	(1)
Europe	198	(1)
Africa	198	(1)
Latin America	199	(1)
Asia	199	(1)
Australia	199	(1)
Trends and Innovations	200	(4)
Consolidation of Radio Ownership	200	(1)
Internet Radio	200	(1)
Satellite Radio	201	(1)
Summary	202	(1)
Navigating the Web/Radio on the Web	202	(1)
Questions for Review	203	(1)
Issues to Think About	203	(1)
Suggested Readings	203	(1)
Television	204	(42)
Television in American Life	206	(12)
Television in Your Life/How Do You Watch Television?	207	(1)
Development of Television	207	(1)
Early Regulation	208	(1)
World War II and Postwar Challenges	208	(1)
Postwar Boom	209	(1)
Policy and Politics	210	(1)
Entertainment Programming	211	(1)
The Influence of Advertising on Programming	212	(1)
Television Journalism	213	(1)
Dateline/Television in Our Lives	214	(2)
TV and Politics	216	(2)
Today's Market Structure	218	(7)
Four New Networks	218	(1)
Television Operations	219	(2)
Television Station Ownership Patterns	221	(1)
Media Convergence/Virtual Reality: Is It Really Real?	222	(3)
Audience Demand in Television Markets	225	(4)
Consumer Market	225	(1)
Advertising Market	226	(3)
Profile/Bill Cosby	229	(1)
Supplying the Audience's Demand	229	(9)
Station Organization	230	(1)
Television Technologies	230	(1)
Television Signal Transmission	230	(2)
Supplying News: The World in Our Living Rooms	232	(3)
Supplying Entertainment	235	(1)
Cultural Impact/TV Land versus Real Life	235	(2)
Supplying the Advertising Market	237	(1)
Television and the International Market	238	(2)
Availability of Distribution Systems	238	(1)
Availability of Programming	239	(1)
Cultural Resistance	239	(1)
International Cooperation	240	(1)
Trends and Innovations	240	(6)
Technology: Digital Television	240	(1)
Ownership and Delivery of Services	241	(1)
Content	242	(1)
Summary	243	(1)
Navigating the Web/Television on the Web	244	(1)
Questions for Review	245	(1)
Issues to Think About	245	(1)
Suggested Readings	245	(1)
Music and the Recording Industry	246	(30)
Printed and Recorded Music in American Life	248	(7)
Music in Your Life/Music as Rhythms and Ideas	249	(1)
African American Music	249	(1)
European American Music	250	(1)
From the 1930s to Rock 'n' Roll	251	(1)
Dateline/Music in Our Lives	252	(1)
Blending Music to Make Rock 'n' Roll	253	(2)
Social and Cultural Impact	255	(5)
Music and Rebellion	255	(1)
Media Convergence/NetAid: Using Convergence to Attack World Poverty	256	(1)
Blending Musical Forms	257	(2)
Commercialization	259	(1)
Other Forms of Popular Music	259	(1)
Elite Music	260	(1)
The Recording Industry	260	(3)
Phonographs and Records	261	(1)
Audio Tape and Digital Technology	261	(2)
Today's Market Structure	263	(1)
Audience Demand in Recording Markets	264	(1)
Supplying the Audience's Demand	265	(5)
The Recording Process	265	(1)
Financing	266	(1)
Distribution	267	(1)
Promotion	267	(3)
Trends and Innovations	270	(6)
Cultural Impact/MTV: Making Money and Influencing Culture around the World	270	(1)
Multimedia Packaging	271	(1)
Women in Popular Music	271	(1)
Profile/Janis Joplin	272	(1)
Summary	273	(1)
Navigating the Web/Music on the Web	274	(1)
Questions for Review	274	(1)
Issues to Think About	275	(1)
Suggested Readings	275	(1)
Computers and the Information Highway	276	(34)
Computers in Your Life/Tools and Toys	279	(1)
Computers in American Life	280	(5)
The Move to Micro	282	(1)
Software Revolution	283	(1)
Profile/Bill Gates	283	(2)
The Information Highway	285	(5)
The Internet	286	(1)
Commercial Online Services	287	(1)
Cultural Impact/Native Americans and Technology	288	(1)
Social and Cultural Effects	288	(2)
Today's Market Structure	290	(4)
The Technology of Access	291	(1)
Hardware	292	(1)
Software	292	(1)
Online Service Providers	292	(1)
Global Impact/Companies Fight to Control International Web Access	293	(1)
Audience Demand in Computer Markets	294	(2)
Demand for Hardware	294	(1)
Demand for Software	295	(1)
Demand for Networked Services	295	(1)
Dateline/Computers in Our Lives	296	(1)
Supplying the Audience's Demand	296	(6)
Role of Mass Communication Specialists	298	(1)
Software Products	298	(2)
Online Professional and Consumer Services	300	(2)
Trends and Innovations	302	(8)
A National-or International-Information Highway	303	(1)
Hardware Development	303	(1)
E-Commerce	304	(1)
New Communication Technologies and Regulation	304	(2)
Summary	306	(1)
Navigating the Web/Computers and the Information Highway	307	(1)
Questions for Review	308	(1)
Issues to Think About	308	(1)
Suggested Readings	309	(1)
Regulation	310	(36)
Regulation in American Life	312	(5)
Reasons for Regulation	312	(1)
Regulation in Your Life/Freedom and Restraint	313	(2)
Regulation of Media and the First Amendment	315	(1)
Cultural Impact/The Pentagon Papers	316	(1)
Types of Media Regulation	317	(22)
Media Convergence/New Technology and Regulation	318	(1)
Economic Regulation	319	(5)
Dateline/Regulation in Our Lives	324	(1)
Business Regulation	325	(1)
Content and Information Regulation	326	(9)
Profile/William Kennard	335	(4)
Global Impact/China Faces Long Odds in Efforts to Regulate the Internet	339	(1)
The Threat of Regulation	339	(1)
Gaining Access to Journalists' Information	340	(1)
Trends and Innovations	341	(5)
Deregulation	341	(1)
New Forms of Lawsuits	341	(1)
Increasing Antitrust Cases	342	(1)
Summary	343	(1)
Navigating the Web/Regulation on the Web	344	(1)
Questions for Review	345	(1)
Issues to Think About	345	(1)
Suggested Readings	345	(1)
Ethics	346	(32)
Ethics in Your Life/Who Do You Trust?	349	(1)
Ethics in American Life	350	(3)
History of Journalistic Standards	350	(1)
Development of Standards for Public Relations	351	(1)
History of Press Responsibility	352	(1)
Classical Ethics in a Modern Society	353	(1)
Political and Economic Demand for Ethical Behavior	354	(8)
Credibility and Profit	354	(1)
Ethics and Media Concentration	355	(1)
Cultural Impact/Legal but Dangerous? The Ethics of PR and Media	356	(1)
Impact on Other Industries	356	(3)
Basic Ethical Standards in U.S. Media	359	(3)
Supplying Ethical Standards	362	(5)
Industry's Response	362	(1)
Critics' Response	363	(2)
Moral Reasoning Processes for Ethical Decisions	365	(1)
Profile/Heywood C. Broun	366	(1)
Ethical Situations and Dilemmas	367	(8)
Business and Media Content	367	(2)
Freebies and Junkets	369	(1)
Anonymous Attribution	369	(1)
Checkbook Journalism	369	(1)
Media Convergence/Video News Releases	370	(1)
Privacy versus People's Need to Know	370	(1)
Sensationalism, Decency, and Good Taste	371	(2)
Direct Quotations	373	(1)
Correction of Errors	373	(1)
Fiction and Fact	373	(1)
Visual Depictions	374	(1)
Trends	375	(3)
Summary	375	(1)
Navigating the Web/Ethics on the Web	376	(1)
Questions for Review	377	(1)
Issues to Think About	377	(1)
Suggested Readings	377	(1)
Public Relations	378	(32)
Public Relations in Your Life/Do You Know It When You See It?	381	(1)
Public Relations in American Life	381	(5)
Public Relations in Social Context	381	(3)
Profile/Edward L. Bernays	384	(1)
Information and Persuasion	385	(1)
Internal Public Relations	386	(1)
Social and Cultural Impact	386	(3)
Cultural Impact/The Greening of PR	387	(1)
Dateline/Public Relations in Our Lives	388	(1)
Demand for Public Relations	389	(1)
Demand for PR Services	390	(1)
Demand for PR Information	390	(1)
Supplying the Demand for Public Relations	390	(13)
The Public Relations Process	392	(1)
Conducting External PR	393	(3)
Media Convergence/Web, Satellite, and Downlinks	396	(3)
Conducting Internal PR	399	(4)
Trends and Innovations	403	(3)
Innovation in Technology	403	(2)
Blending of Communication Forms	405	(1)
Specialization	405	(1)
Global Public Relations	406	(4)
Global Impact/Public Relations ``Worldwide''	406	(1)
Summary	407	(1)
Navigating the Web/Public Relations on the Web	408	(1)
Questions for Review	408	(1)
Issues to Think About	408	(1)
Suggested Readings	409	(1)
Advertising	410	(30)
Advertising in Your Life/Advertising as a Political and Social Message	413	(1)
Advertising in American Life	413	(7)
The Mercantile Press and Advertising	413	(1)
Dateline/Advertising in Our Lives	414	(2)
The Development of Mass Advertising	416	(1)
The Arrival of Broadcast Advertising	417	(2)
Advertising and the Price of Products	419	(1)
Cultural and Political Impact of Advertising	420	(2)
Manipulation by Advertising	421	(1)
Advertising's Influence on Journalism	421	(1)
Structure of Advertising and Demand	422	(4)
The Influence of Advertising on Consumer Behavior	423	(1)
Identifying Consumers as Types	424	(1)
Cultural Impact/Rap and Advertising: Where Culture Goes, Advertising Follows	424	(1)
Effectiveness of Advertising	425	(1)
Advertising's Effects on Consumers	425	(1)
Supplying the Demand for Advertising	426	(4)
Advertising Support for Media	426	(3)
Who Produces Advertisements?	429	(1)
Trends and Innovations	430	(10)
Blends and Informercials	432	(1)
Political Advertising	432	(1)
Profile/Leo Burnett	433	(1)
Online Advertising	434	(1)
Media Convergence/Who Is Doubleclick?	435	(1)
Worldwide Advertising	436	(1)
Summary	437	(1)
Navigating the Web/Advertising on the Web	438	(1)
Questions for Review	438	(1)
Issues to Think About	438	(1)
Suggested Readings	439	(1)
Mass Communication Research: From Content to Effects	440	(35)
Defining Mass Communication Research	442	(10)
Research in Your Life/What Do You Think? What Do You Know?	443	(1)
Approaches to Mass Communication Research	443	(1)
Types of Research Methods	444	(2)
Profile/Wilbur Schramm	446	(1)
The Role of Theory in Research	447	(2)
Cultural Impact/Using Research	449	(1)
Research and Public Policy	450	(1)
Research and Media Organizations	450	(2)
Mass Communication Research in American Life	452	(7)
Early Critical Studies Research in the United States	452	(1)
Powerful Effects Research	453	(1)
Limited Effects Research	454	(1)
Early Content Studies	454	(2)
Evolution of Cultural Studies in the United States	456	(1)
Current Research Topics: Moderate Effects Research	457	(1)
Media Convergence/Research	458	(1)
Mass Media Effects: Continuing Issues in Media Effects	459	(6)
Political Effects of Mass Media	459	(1)
Dateline/Mass Communication Research in Our Lives	460	(3)
Individual Effects Research	463	(1)
Characterizing Effects Research	464	(1)
Cultural Studies Today	465	(1)
Uses of Media	466	(1)
Influences on Content	467	(2)
Individual Factors	467	(1)
Organizational Factors	468	(1)
Market Factors	468	(1)
Ideology	469	(1)
Trends	470	(5)
Basic Research: Developing Integrated Social Science Theory	470	(1)
Growing Poll Power	471	(1)
Impact of Technology on Research	471	(1)
Measuring Web Use	472	(1)
Summary	472	(1)
Navigating the Web/Mass Communication Research on the Web	473	(1)
Questions for Review	474	(1)
Issues to Think About	474	(1)
Suggested Readings	474	(1)
References	475	(16)
Index	491