Understanding Mass Communication... | Buy

The hallmark of this introductory text for the mass communication/mass media course is its comprehensive coverage and authoritative use of research. Students gain a historical and contemporary framework from which to draw connections to the rest of their courses. An emphasis on diversity within the industry includes such topics as ethnicity and language usage across the media.

Mass Communication and Mass Media Mass Communication in Contemporary Society The Interpersonal Communication Process The Mass Communication Process Comparing Face-to-Face and Mass Communication
Publishing
Books: The First and Most Respected Mass Medium The Evolution of Written Documents Early Transitions in the Evolution of Books Books as a Contemporary Medium The Publishing Process The Digital Future of Books: The Fourth Transition
Newspapers, News and the News Media Newspapers: A Medium for the Mass Society Newspapers for the Common People Developments That Shaped Today's Newspapers Gathering, Selecting, Processing, and Presenting the News Contrasting Conceptions of the Nature and Function of News The Future of the Newspaper
Magazines: Voices for Many Interests The Development of American Magazines Magazines in the Twentieth Century The Magazine as a Twenty-First-Century Medium The Future of Magazines
Electronic and Visual Media
Motion Pictures: The Great Entertainer Magic Shadows on the Wall Film as a Contemporary Medium The Movie Industry Cleaning Up the Movies Evaluating Films: Criticism and Awards
Radio: The First Broadcast Medium The Need for Rapid, Long-Distance Communication The Development of the Basic Technology Radio Becomes a Mass Medium The Golden Age of Radio The Challenge of Television Radio as a Contemporary Medium
Television: The Most Influential Medium The Birth of Television The Period of Rapid Adoption Alternatives to Broadcast Television Television as a Contemporary Medium The Future of Television
The New Media: Communication for the Digital Age Dimensions of New Media Convergence in Three Dimensions Understanding New Media The Economics of New Media The Future of New Media
Media Audiences, Services, and Support
International Communication and Global Media The Rise of Global Media Dimensions of International Communication Developmental Journalism and Information Imbalances The Elite Press, Influencing the Influential Covering the Global Village
Popular Culture: Entertainment, Sports, and Music The Nature and Importance of Popular Culture Popular Culture as Entertainment Entertainment Media and Popular Culture
Advertising: Using Media in the Marketplace Advertising in America: A Brief History The Structure of the Contemporary Advertising Industry Advertising as Persuasive Communication The Role of Advertising Research Criticism and Control of Advertising
Public Relations: Influencing Beliefs, Attitudes, and Actions The Development of Public Relations Public Relations Settings and Activities Public Relations and the Media Lobbying as Public Relations Public Relations as an Emerging Profession The Future of the Field
The Audience: Characteristics of Users of the Media The Changing American Population Demographic Composition as a Source of Audience Differentiation The Changing American Family Assessing Audience Composition and Attention
Media Issues and Influences
Controls: Politics, Policies, and Economics Searching for the Public Interest Political Protections: The Constitutional Framework Protection from Libel Trial by Media Moral Values: Obscenity and Pornography Teh Government's Secrets During National Crises Political Constraints: The Agents of Control Economics of Media Industries Revisited
Media Effects: Explaining the Process and Influences of Mass Communications Early Views of Media Influences Media Effects Research Begins Beyond the Magic Bullet: Selective and Limited Effects Audiences Use Media Content to Obtain Gratifications The Issue of Television Causing Juvenile Violence Theories of Long-Term Influences on Society and Culture
Ethics: Assessing Content and Behavior of the Media Media-Wide Ethics Watch Distinguishing Ethics and Law Growing Concern over Media Ethics Media Criticism and Media Ethics Dimensions of Ethics for the Media Alternative Approaches to Ethics
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