Media in Your Life, The: An Introduction to Mass Communication

by Folkerts, Jean; Lacy, Stephen

• ISBN13: 9780205387014
• ISBN10: 0205387012
• Edition: 3rd
• Format: Paperback
• Copyright: 2004-01-01
• Publisher: Allyn & Bacon

Summary

Written by two highly regarded scholars and teachers,The Media in Your Lifehelps 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

I. MEDIA PROCESSES AND FUNCTIONS.

1. We the People: Media and Communication.
How Do People Communicate?
Evolution of Mass Media in the United States.
Media System in the United States.
Use and Functions of Media In The Marketplace.
Converging Technologies: Whom Do You Trust on the Internet?
Cultural Impact: Power to the People.
Profile: Marshall McLuhan.

2. Journalism: Information and Society.
Journalism in American Life.
Broadcast Journalism and Changing Styles.
Objectivity and Storytelling.
Today's Market Structure.
Audience Demand in Newspaper Markets.
Supplying the Audience's Demand.
International Journalism.
Trends.
Profile: Edward R. Murrow.
Media Convergence: Covering Politics, Campaign, and Elections.
Global impact: Journalists at Risk.

3. Public Relations.
Public Relations in American Life.
Information and Persuasion.
Internal Public Relations.
Social and Cultural Impact.
Demand for Public Relations.
Supplying the Demand for Public Relations.
Trends.
Profile: Edward Bernays.
Cultural Impact: The Greening of PR.
Media Convergence: Web, Satellite, and Downlinks.
Global Impact: The Disney Song “It's a Small World After All.”

4. Advertising.
Advertising in American Life.
Cultural and Political Impact of Advertising.
Structure of Advertising and Demand.
Supplying the Demand for Advertising.
Trends.
Cultural Impact: Rap and Advertising: Where Culture Goes, Advertising Follows.
Profile: Leo Burnett.
Media Convergence: Tracing You to Sell Ads.

II. MEDIA INDUSTRIES.@CHAPTER = 5. Books.
Growth of Literary Culture.
Books in American Life.
Today's Market Structure.
Audience Demand in Book Publishing Markets.
Supplying the Audience's Demand.
Trends.
Cultural Impact : How the Critics Review African-American Writers.
Converging Technologies: Multimedia Packages.
Profile: Stephen King.

6. Newspapers.
Newspapers in American Life.
Today's Market Structure.
Audience Demand in Newspaper Markets.
Supplying the Audience's Demand.
Trends.
Media Convergence: Health News on the Internet.
Profile: Nelson Poynter.
Cultural Impact: Commitment Ceremonies in the News.

7. Magazines.
Magazines in American Life.
Today's Market Structure.
Audience Demand in Magazine Markets.
Supplying the Audience's Demand.
Trends.
Cultural Impact: Teen Magazines.
Global Impact: International Distribution of Magazine Content.

8. The Movies.
Film in American Life.
Cultural and Political Development.
Today's Market Structure.
Audience Demand in Movie Markets.
Supplying the Audience's Demand.
Supplying the International Market.
Trends.
Media Convergence: DVD Delivers.
Cultural Impact: Sequels Dominate the Summers.
Global Impact: Where Is Hollywood?
Profile: Jodie Foster.

9. Radio.
Radio in American Life.
Today's Market Structure.
Audience Demand in Radio Markets.
Supplying the Audience's Demand.
International Radio.
Trends.
Global Impact: NPR Heard Around the World.
Cultural Impact: Who Decides What We Hear.
Profile: Garrison Keillor.

10. Television.
Television in American Life.
Today's Market Structure.
Audience Demand in Television Markets.
Supplying the Audience Demand.
Supplying the Advertising Market.
Television and the International Market
Trends.
Media Convergence: We're Digital. Now What?
Cultural Impact: We Are Family: Ozzie and Harriet to Homer and Marge.
Profile: Bill Cosby.

11. Music and the Recording Industry.
Printed and Recorded Music in American Life.
Social and Cultural Impact.
The Recording Industry.
Today's Market Structure.
Audience Demand in Recording Markets.
Supplying the Audience's Demand.
Trends.
Media Convergence: Who Will Control the Music and Make a Profit?
Cultural Impact: MTV: Making Money and Influencing Culture Around the World.
Profile: Janis Joplin.

12. Computers and the Internet Highway.
Computers in American Life.
Computers and Communication.
Today's Market Structure.
Audience Demand in Computer Markets.
Supplying the Audience's Demand.
Trends.
Cultural Impact: Gaming.
Global Impact: Taboo Surfing.

III. MEDIA ISSUES.

13. Ethics.
Ethics in American Life.
Classical Ethics in a Modern Society.
Political and Economic Demand for Ethical Behavior.
Supplying Ethical Standards.
Ethical Situations and Dilemmas.
Trends.
Media Convergence: Tailwind Leaves a Foul Smell.
Cultural Impact: Pass the Couvoisier.
The Ethics of PR and Media.

14. Regulation.
Regulation in American Life.
Types of Media Regulation.
The Threat of Regulation.
Gaining Access to Journalists' Information.
Trends.
Global Impact: Driving Toward Democracy on the Information Highway: Ther Internet and China.
Media Convergence: Regulation in a World Without Boundaries.
Cultural Impact: Teach Your Children Well: Schools and the First Amendment.
Profile: Michael K. Powell.

15. Mass Communication Research: From Content to Effects.
Defining Mass Communication Research.
Mass Communication Research in American Life.
Mass Media Effects: Continuing Issues in Media Effects.
Cultural Studies Today.
Uses of Media.
Influences on Content.
Ideology.
Trends.
Media Convergence: Measuring Media Use.
Cultural Impact: The War on Terrorism and Research.
Profile: Wilbur Schramm.