MyCommunicationLab with Pearson eText -- Standalone Access Card -- Mass Media Revolution

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  • Edition: 1st
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  • Copyright: 2011-01-28
  • Publisher: Pearson
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This access code card gives you access to all of MyCommunicationLab's grade-boosting resources...PLUS a complete e-book of your textbook! MyCommunicationLab is an interactive online solution for communication courses that combines multimedia, tutorials, simulations, tests, and quizzes to make learning fun! This is the product access code card for MyCommunicationLab and does not include the actual bound book.   Debuting in its first edition  Mass Media Revolution is a revolutionary learning and teaching tool designed to reflect the way students experience mass media today . With a storytelling narrative and chapter-specific videos,  Mass Media Revolution helps students experience mass media, enhancing their development as critical consumers. They can study, read, interact and consume their course material in print and online in a way that best suits their individual learning needs

Table of Contents



Introduction to the Mass Media Revolution

This chapter lays out the book’s approach to the study of mass media in the digital millennium, as well as gives a broad overview of the historical and theoretical context necessary for understanding mass media from a critical perspective.

    The Style and Approach of the Mass Media Revolution

             <VIDEO> A Sneak Peek at MMR

                   View this movie trailer of things to come as you experience Mass Media Revolution.

    Studying the Mass Media

            <VIDEO> Marshall McLuhan, Explorations

                   In this 1960 broadcast, mass media theorist Marshall McLuhan predicts where the future of mass media communication and technologies are headed.

    Culture and Mass Media: Sharing What We Know

    From My Village to the Global Village

    Convergence: Understanding Mass Media in the Digital Age

    Audience Trends: What the Consumers Want

    Why Are Audiences Always Being Researched?

            <VIDEO> How Ratings Work

    Conclusion: Understanding New Mass Media from a Critical Perspective


Mass Media: A Brief Historical Narrative

This chapter offers a brief survey of the roots of mass media, moving from the earliest storytellers through the dawning of the Digital Age.

    The Storytellers

    The Scribes

    The Visual Artists

    The Printers and the Publishers

    The Newsmakers

    The Photographers

    The Music-Makers

    The Radio Broadcasters

            <VIDEO> The History of Radio

                Following three decades of Marconi’s attempt to monopolize the international wireless communication business, and a maze of competing innovations, patent battles and competitions between rival governments, radio at last moved beyond point-to-point communications.

    The Filmmakers

    The Television Producers

            <VIDEO> News Stories

                Again and again during times of national and international crisis, television news, as established by Edward R. Murrow, plays an essential role.

    The Dawning of the Digital Age

    Conclusion: Mass Media Converge


Media Technologies and the Dynamics of Change

This chapter covers the evolution of mass media—its vast and wide-ranging content and the constantly evolving technological platforms that deliver it.

    The Stages of Technological Innovation

            <VIDEO> Media Technology Format Wars

            A closer look at the causes and industry effects of the HDDVD and Blu-Ray format wars.

    Hurtling into the Future: The Effects of Technology on Mass Media

            <VIDEO> Paul Levinson on the Future of Mass Media

            A modern communication and media professor's insight into the future of mass media—after McLuhan’s global village.

    The Life or Death of the Printed Word?

            <VIDEO> World Digital Library Project

            The LOC’s World Digital Library Project comes to fruition.

    Conclusion: Adapting to Change

    Chapter Summaries and ACEJMC Learning Objectives




Print Media

This chapter traces the history and evolution of the three primary forms of print media: newspapers, magazines and books, as well as explores how advanced media technologies may have altered these media forever. In addition, the chapter examines two contemporary forms of print media—comic books and graphic novels—and the impact they have had on other media industries.

    Early American Newspaper Publishing

    The Rise of Magazine Publishing

    The Evolution of the Book Industry

    Technologies Extend the Print Media

    The Birth of Publishing Dynasties

               <VIDEO> Otis Chandler,  L.A.  Times

                The late Otis Chandler, former publisher of the L.A. Times, discusses the influence of newspapers and publishing dynasties on American culture and politics.

    Print Media Go Visual

    The Comic Book Industry

    The Graphic Novel

    The Newspaper Industry in the 20th Century

               <VIDEO> Al Neuharth,  USA  Today

                Al Neuharth, founder of USA Today offers an in-depth analysis of the success and popularity of his paper.

    The Magazine Industry in the 20th Century

            <VIDEO> Rob Covey,  National Geographic

                Rob Covey, Managing Editor and Creative Director of National Geographic Online, offers insight

into how the publication and the magazine industry overall is coping with the migration of content to the Web.

    The Book Industry in the 20th Century

    Conclusion: Will Printed Media Survive the Digital Revolution?


Music and Radio

In this chapter we will explore the history, evolution and interconnection of the music recording and radio broadcasting industries.

            <VIDEO> Matt & Kim

                Popular indie rock group Matt & Kim recount their story of going up against the major record labels.

    The Cultural Influence of Music and Sound Recording

    The Birth of the Radio Broadcasting Industry

            <VIDEO> The Development of Early Radio

                Watch this to learn about the battle between the early pioneers of radio.

            <VIDEO> FM Radio

                Armstrong invents FM radio and changes the future of commercial radio.

    Popular Music: The First Cultural Shift

    New Sounds, Old Sounds

    The Music of Revolution: The Second Cultural Shift

            <VIDEO> Woodstock

                Looking back on the Woodstock Festival on its 40th anniversary.

    Musical Styles Diversify

    MTV and the Birth of Music Videos

    Alternative and Independent Music

    The Grunge Alternative

    The Hip-Hop Movement

    Music and Radio Transition into the Digital Age

    Peer-to-Peer (P2P) File Sharing Revolutionizes Music

    Conclusion: Music and Radio Converge—and Endure


Film and Television

This chapter describes the interconnected development of the film and television industries and the challenges and opportunities created by an empowered audience in the Digital Age.

    Narrative in Film

            <VIDEO> Mise-en-Scène

                An overview on the significance of mise-en-scène in filmic storytelling.

    The Early Innovators of Film

            <VIDEO> A Trip to the Moon

                View the special effects—spectacular for its time—of Méliès’ A Trip to the Moon.

            <VIDEO> The Great Train Robbery

                Porter's cross-cutting editing technique made it possible for films to display action happening in multiple locations.

    The Rise of the Hollywood Studio System

    Hollywood ’s Golden Age

    The Big Five Start to Lose Power

    The Influence of International Cinema Styles

            <VIDEO> The Maltese Falcon

                John Huston's The Maltese Falcon (1941) adopted the French film noir style.

    The Motion Pictures Rating System of 1968

    The Rise of the Independent Film Movement

    The Magic of Special Effects

            <VIDEO> Special Effects

                Audiences love special effects, as depicted in this short video history.

    The Film Industry in the Digital Age

    Narrative in Television

    The Evolution of Television

    Television Genres

            <VIDEO> Anatomy of a TV Show: The Young and the Restless

                Take a look behind the scenes of a popular daytime drama in the making.

    Cable Television Innovates Content

    Conflicting Visions of the Future of Television

    Conclusion: The Audience Drives the Future of Film and Television


New Media

This chapter explains what new media is and explores the highlights in its evolution, its contrast to what we now call old media, and new media’s impact on society and culture in the 21st century.

    What Are the New Media and Where Did They Originate?

    Innovators and Visionaries of the Internet

    Rediscovering Text: E-mail and Text Messaging

            <VIDEO> The Language of Texting

                Investigative report detailing the explosion of text messaging among high school students.

    The Dynamic New Media

    Media Convergence: The Current Wave

    Linking Up: The 21st-Century Phenomenon of Social Networking

    Follow My Twitter

    The New Media Politics: Grassroots to Mainstream

            <VIDEO> Politics in Cyberspace

                New media pioneer Robert Greenwald looks at the impact of new media journalism on politics and democracy.

    The Gaming Generation

            <VIDEO> The History of Video Games

                A tour of some of the highlights of the evolution of video games.

    Virtual Worlds: Playing in Alternate Realities

    Conclusion: New New Media and the Impact on Society and Culture

    Chapter Summaries and ACEJMC Learning Objectives





Advertising and Public Relations

Learn about the allied fields of advertising and public relations in this chapter, and discover how they influence the public’s attitudes and beliefs about everything from products and brands, to political leaders, to government policies and the media.

    Tracing the History of American Advertising

    Advertising Is All Around Us

            <VIDEO> Mini-Stories

                This video montage of Mobius Award–winning commercials illustrates how successful advertising draws us into the story, despite how impractical or unreasonable it may be.

    Product Affinity: Making Us Want It

            <VIDEO> Ejector Pew

                Provocative religious commercials, such as this one, can cast religious messages using trendy and even humorous imagery.

            <VIDEO> Suspend Reality

                Commercial advertising asks us to suspend reality and accept that we can be part of the story it is presenting.

    Narrowcasting: Connecting Consumers and Products

    Product Placement: Advertising Without Advertising

    Breaking the Rules: Advertising in the 21st Century

            <VIDEO> Humor

                Humor is an effective way of engaging audience attention or “capturing eyeballs.”

    The Influences of Commercial Advertising

            <VIDEO> Dove Evolution

                Dove brand produced a series of commercials that, rather than promote artificial beauty, encouraged young women to embrace and nurture their natural beauty, body and self esteem.

    Political Advertising: Making Us Vote for It

            <VIDEO> Johnson Daisy Girl

                Sometimes negative messages are far from subtle, as depicted in this 1964 Lyndon Johnson ad, which played on the Cold War fears of most Americans at the time.

            <VIDEO> Kerry Swift Boat Vets

                The Republican political action group called the Swift Boat Veterans for Truth, created a series of television ads questioning the actions of 2004 Democratic presidential candidate John Kerry.

            <VIDEO> Clinton  3 A.M.

                When then Senator Barack Obama tenaciously held on to the lead in the closely contested Democratic primary race, then Senator Hillary Clinton came out with this ad spot.

    Public Relations: Building and Managing Image

    Tracing the History of American Public Relations

    Public Relations Today

    Developing Public Interest: Paparazzi and Promoters

    Developing Public Trust: PR Ethics

    Raising Social Awareness: The PSA

            <VIDEO> Sample PSAs

                Anti-drinking and anti-smoking ads, such as the ones shown in this video, reinforce the health and safety risks of alcohol and tobacco use, especially to younger audiences.

    Facilitating Communication: Diversity in New PR

    Conclusion: Selling Ideas, Framing Perceptions


Media Industry

In this chapter we take a look inside the fascinating and often complex world of the business and economics of the media industry and the forces and challenges driving the industry in the 21st century.

    Tracing American Media Ownership

    Content Control from the Boardroom

            <VIDEO> Corporate Influence on the News

                An excerpt from Outfoxed: Rupert Murdoch’s War on Journalism, highlighting public concerns over corporate control over news.

    The Economics of Media: Three Models

            <VIDEO> Arianna Huffington

                The Huffington Post’s successful business model is helping to drive the migration of newspapers and news organizations onto the Web.

    The Federal Communication Commission

    The Business of Music and Sound Recording

    The Business of Radio

    The Business of Television and Film

    The Audience Is “King”

    Empowering the Passive Media Consumer

    The Effects of Media Globalization

    Conclusion: Surviving the Business of Mass Media in the Digital Age


10 Media Bias

This chapter explores why some media outlets show specific bias and identifies the different forms of bias that exist; it also takes a critical look at the audience’s role in driving bias in the media.

    The Building Blocks of Bias

            <VIDEO> Catherine Crier on Media Bias

                Catherine Crier, former State Supreme Court judge, author, and TV host discusses media bias.

    Are the Media Always Biased?

    Packaging Media Bias

    Types of Media Bias

            <VIDEO> Perspectives on Media Bias

                Multiple perspectives on bias in the media from top personalities in the field.

    The Economics of Media Bias

    Bias in Films and Television

    Bias in Blogs

    Are Mainstream Media Liberally Biased?

    Drawing the Line Between Fact and Opinion

            <VIDEO> REM, “Bad Day”

                Michael Stipe’s satirical musical commentary on the 24/7 news cycle.

    Conclusion: What Is the Impact of Bias in American Media?


11 Mass Media Law and Ethics

This chapter explores the inextricable links between mass media, law, and the advance of technological innovation, as well as how we should define media ethics in our rapidly evolving global culture.

    Brief History of Mass Media Law

            <VIDEO> Robert Wuhl,  Assume the Position

                Excerpts from the HBO series Assume the Position with Robert Wuhl.

    Defamation: Libel and Slander

    Media and Privacy

            <VIDEO> Privacy in Public Places

                The widespread use of security monitoring technology in public places is challenging previous legal limitations on the protection of individual privacy.

    Mass Media Law and National Security

    Historical Roots of Copyright Law

            <VIDEO> Lawrence  Lessig on Copyright History

                Stanford  University Law Professor Lawrence Lessig explores the historic roots and present 21st-century challenges of U.S. Copyright Law.

    Fair Use Doctrine

    Copyright and Ownership of Digital Properties

            <VIDEO> Copyright Basics

                An animated quick tutorial on how copyright works.

            <VIDEO> Creative Commons

               Introduction to the Creative Commons alternative to traditional copyright law.

    Enforcing Copyright Law on a Global Playing Field

    Confidentiality in Newsgathering

    Pornography: Free Expression or Obscenity?

    Ethics and Mass Media

            <VIDEO> Journalistic Ethics

                Former White House correspondent Lee Thornton on journalistic ethics and the Jayson Blair case.

    The Ethical Challenges of a Converged World

    Conclusion: We Are Legally and Ethically Responsible

    Chapter Summaries and ACEJMC Learning Objectives



12 The Power of Photography in Mass Media

This chapter concentrates on photography as a visual mass medium and how technological advances in photography have contributed to a more active media-consumer culture.

    Visual Communication in Mass Media

    Finding Meaning in Visual Media

    Photography and Modern Culture

            <VIDEO> History of Photography—Part I

                Learn how photography throughout its over 150-year history has played an important role in helping to define our sense of culture.

            <VIDEO> History of Photography—Part II

                Watch this segment on the impact of photography on major events in American history from the late 19th century forward.

    Photojournalism: The Image as a Mass Medium

            <VIDEO> History of Photography—Part III

                A look at the work and influence of some of America’s photography masters.

    Photography in the Digital Age

    Conclusion: The Mass Media Effects of the Photographic Image


13 Journalism in the Digital Millennium

In this chapter we will explore New Journalism and the special trends and challenges facing journalists in the

21st century and the new skill sets required to meet these new challenges.

    Reinventing Journalism for the Digital Millennium

    Journalism in the Online World: Alternative Forms and Methods

    The New World of Reporting, Writing and Editing the News

            <VIDEO> Penniman on News for the Web

                American News Project’s Nick Penniman on the unique nature of video news stories produced directly for the Web.

    Backpack Journalism: Delivering More with Fewer Resources

            <VIDEO> Penniman on Backpack Journalism

                View how the American News Project applies backpack-style journalism to muckrake (investigative) reporting.

            <VIDEO> Gentile on Backpack Journalism

                Backpack journalism pioneer Bill Gentile shares his experiences working as an embedded journalist on the frontlines.

    Unique Ethical Challenges of New Journalism

    Conclusion: The Mission of Journalism Remains the Same


14 Media Impact on the Global Stage

This chapter looks at how mass media have led to the growth of democracies, and the role mass media systems have played on societies and cultures throughout the world in the 21st century.

    The Role of Mass Media

    Global Mass Media Systems

    Mass Media Systems in Development

            <VIDEO> Women on the Frontlines

                Jeanine Nahigombeye, director of Radio Isanganiro, explains her sometimes risky efforts, and the efforts of other women like her, to present fair and balanced journalism promoting peace in civil-war torn Burundi.

            <VIDEO> Arthur C. Clarke

                Clarke’s groundbreaking work continues to serve as a model for the important role mass media technology plays in social and cultural development.

    Mass Media and Cultural Context

    Media Cultures Compete for Survival

            <VIDEO> Culture Conflict

                Excerpt from Hollywood and the Muslim World, a film by Charles C. Stuart, which features a Muslim perspective of how American media are affecting the Muslim cultural identity.

            <VIDEO> Blaming American Media

                Another excerpt from Hollywood and the Muslim World that features students from American University in Cairo expressing their views on how American culture has deeply influenced Arabs’ self identity.

    Media Dominance and the Global Marketplace

            <VIDEO> Al Jazeera

                Charles C. Stuart explores the heart of the controversial Al Jazeera Network from Doha, Qatar.

    Mass Media and Global Diplomacy

    Equalizing the Global Community Through Media Technology

    Conclusion: The Transformative Power of Mass Media


15 Stories of Diversity in American Media

In this chapter we will explore the sometimes conflicting roles that the media play to advance the cause of ethnic, racial, cultural and sexual diversity, and follow the stories of pioneering figures who have used the media to push against cultural barriers and move into the mainstream.

    Pioneers of Latino Media in America

            <VIDEO> The Emergence of Latino TV

                Univision’s Maria Elena Salinas explores the impact of Univision and Latino Television on today’s Latin American communities.

    Pioneers of Black Media in America

            <VIDEO> John Sengstacke and the  Chicago  Defender

                Groundbreaking black newspaper publisher John Sengstacke, tells the story of the role of the ChicagoDefender in the Great Migration of Blacks to the North.

    Pioneering Women in Early American Media

            <VIDEO> Women Stereotypes

                A critical look at historical and contemporary portrayals of women in the media, particularly through film.

            <VIDEO> The Impact of Women in Media

                Filmmaker and author Patricia Melton explores the global impact of women on television.

    Pioneers of Asian American Media

    Pioneers of Gay and Lesbian American Media

    Conclusion: On the Path Toward Greater Future Diversity


16 Working in the Mass Media in the Digital Age

This chapter talks about the multiple career opportunities one can pursue in the mass media field; videos feature days in the lives of various media professionals.

    Employment Trends in Mass Media

    Survey of Selected Media Industries

               <VIDEO> Newspaper Editor

                    Loretta Harring, the managing editor of one of the oldest continually-published regional newspapers in America, discusses what she looks for when hiring recent journalism school graduates and the important roles still played by regional and local newspapers.

            <VIDEO> TV Sports Anchor

                Joe Fonzi, sports reporter and anchor at San Francisco television station KTVU, shares the challenges and excitement of working as a broadcast sports reporter.

            <VIDEO>NPR Radio News Host

                Michel Martin, talk radio host of the NPR news program “Tell Me More,” explains how she decides the day’s agenda, which includes carefully selecting the most important news stories of the day.

            <VIDEO> Documentary Film Producer, MTV

                Cheryl Horner Sirulnick, founder and executive producer ofGigantic! Productions for MTV, describes the creative andtechnical process of developing documentary projects.

            <VIDEO> Entertainment Public Relations Agent

                Marcus Bass, of Spelling Communications, describes his career and his experiences working as an entertainment public relations professional in Hollywood.

            <VIDEO> Radio DJ

                Sam Diggedy, popular radio DJ at KDON Top-40 radio in Northern California describes what it is like to be a popular radio DJ.

            <VIDEO> Magazine Photo Editor,  National Geographic

                Elizabeth Krist, senior photo editor at National Geographic, describes the fairly involved and complex process of developing a photographic narrative to accompany an approved story.

            <VIDEO> Video Game Developer

                The founder of a leading video game company gives a tour of the process of video gave development and a glimpse inside what it is really like to work on a video game development team.

    Achieving Success in the Media Industry

    Conclusion: Make the Industry Want You

    Chapter Summaries and ACEJMC Learning Objectives

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