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Preface xxi
LAYING THE GROUNDWORK
1
Mass Communication, Culture, and Mass Media What Is Mass Communication?
4
Communication Defined 4 Mass Communication Defined 6 What Is Culture?
9
Culture as Socially Constructed Shared Meaning Functions and Effects of Culture 10 Mass Communication and Culture
10
16
Examining Mass Communication and Culture 16 Mass Communication Opportunities and Responsibilities Scope and Nature of Mass Media
19
21
The Role of Technology 22 The Role of Money 23 Current Trends in Mass Communication •
23
Cultural Forum: Audience as Consumer or Audience as Product?
Concentration of Ownership and Conglomeration Globalization 27 Audience Fragmentation 28 •
24
24
Cultural Forum: The Globalization of Ownership of U.S. Mass Media
29
Hypercommercialism 31 Erosion of Distinctions Among Media: Convergence 32 Chapter Review 33 Questions for Review 34 Questions for Critical Thinking and Discussion Important Resources
34
35
Culture and Media Web Sites
35
IX
Media Literacy and Culture
36
A Cultural History of Mass Communication
38
Oral Culture 39 The Invention of Writing 39 Literate Culture 40 The Gutenberg Revolution 42 The Industrial Revolution 44 "Modern" Communication Technologies
44
Newspapers, Magazines, Motion Pictures, and Radio Television 46 Computer Networks 48 • Cultural Forujn: The Dangers of Papyrus Media Literacy
45
49
49
Elements of Media Literacy 50 • Cultural Forum: Defining Media Literacy
51
• Cultural Forum: Media Literacy as the Struggle for Power
54
Media Literacy Skills 56 The Media Literate Person 59 Chapter Review
61
Questions for Review
61
Questions for Critical Thinking and Discussion Important Resources 62 Media Literacy Web Sites
62
63
The Internet and the World Wide Web: Changing the Paradigm 64 A Short History of the Internet Development of the Computer Military Applications 69 The Personal Computer 70 The Internet Today
67
68
73
Using the Internet 73 The World Wide Web 74 The Internet and Its Users
77
Commercialization of the Internet
78
Trends and Convergence in the Internet MP3 80 Embedded Systems
82
80
Changes in the Mass Communication Process
82
The Double Edge of Technology 83 McLuhan's Renaissance 83 Reconceptualizing Life in an Interconnected World The Internet and Freedom of Expression Freedom of the Press for Whom? 86 •
85
Using Media to Make a Difference: Protest.org
Controlling Internet Expression 88 Pornography on the World Wide Web 89 Copyright (Intellectual Property Ownership) m Media Echoes: Rating the Web
Personal Identity Privacy 94
85
87
90
91
92
и Cultural Forum: Whose Life Is It Anyway? Protecting Personal Privacy in the Digital Age 97
Virtual Democracy
99
Developing Media Literacy Skills: Making Our Way in an Interconnected World 103
Chapter Review 105 Questions for Review 106 Questions for Critical Thinking and Discussion Important Resources 107 Internet Information Web Sites
106
107
MEDIA, MEDIA INDUSTRIES, AND MEDIA AUDIENCES Ю9
Books
no
A Short History of Books
113
Books in Colonial North America Books and Their Audiences The Cultural Value of the Book
113
116 117
Ш Media Echoes: The Role of Books in Social Movements
118
Censorship 120 •
Using Media to Make a Difference: Our Bodies, Ourselves
Scope and Structure of the Book Industry
120
123
Categories of Books 123 From Idea to Publication 124
Contents
Trends a n d Convergence in Book Publishing Convergence 125 Conglomeration 128 Demand for Profits and Hypercommercialism Growth of Small Presses 131 Restructuring of Book Retailing 132 •
125
129
Cultural Forum: The Passing of the Independent Bookseller
134
a Developing Media Literacy Skills: The Lessons of Harry Potter Chapter Review
138
Questions for Review
138
Questions for Critical Thinking and Discussion Important
Resources
Book Information
139
139
Web Sites
Newspapers
139
140
A S h o r t H i s t o r y of N e w s p a p e r s The Earliest Newspapers •
136
143
143
Media Echoes: Truth as a Defense Against Libel: The Zenger Trial
146
The Modern Newspaper Emerges 146 Newspapers a n d Their Audiences
150
S c o p e a n d S t r u c t u r e of t h e N e w s p a p e r I n d u s t r y Types of Newspapers •
151
Cultural Forum: Shunning Low-Income Readers: Smart Business or Self-Defeating Strategy? 153 The Newspaper as an Advertising Medium The Wire and Feature Services 157
157
T r e n d s a n d C o n v e r g e n c e in N e w s p a p e r P u b l i s h i n g Loss of Competition 159 Hypercommercialism and the Erosion of the Firewall Civic Journalism 161 •
151
159 160
Using Media to Make a Difference: Covering the Issue of Race
162
Convergence with the Internet 163 Changes in Newspaper Readership 165 И Developing Media Literacy Skills: Interpreting Relative Placement of Stories Chapter Review
169
Questions for Review
169
Questions for Critical Thinking and Discussion Important
Resources
Newspaper Information
170 Web Sites
171
170
167
Magazines
172
A Short History of Magazines
175
The Early Magazine Industry 175 The Mass Circulation Era 176 •
Media Echoes: Taking On the Giants: Muckraking in the Magazines The Era of Specialization
178
179
Magazines and Their Audiences
181
Scope and Structure of the Magazine Industry
181
Categories of Consumer Magazines 182 Magazine Advertising
183
Types of Circulation 184 •
Using Media to Make a Difference: Suzuki Samurai versus Consumer Reports 185 Measuring Circulation
185
Trends and Convergence in Magazine Publishing Online Magazines 186 New Types of Magazines 187 Meeting Competition from Television 187 Advertorials 191 Advertiser Influence over Magazine Content •
186
191
Cultural Forum: Advertorials Aimed at Young Girls
192
Developing Media Literacy Skills: Recognizing the Power of Graphics
Chapter Review 195 Questions for Review 196 Questions for Critical Thinking and Discussion Important Resources
196
196
Magazine Information Web Sites
Film
193
197
198
A Short History of the Movies
200
The Early Entrepreneurs 201 The Coming of Narrative 203 •
Using Media to Make a Difference: African American Response to D. W. Griffith: The Lincoln and Micheaux Film Companies 206
The Big Studios 208 Change Comes to Hollywood •
209
Media Echoes: Self-Censorship in Hollywood: The Movie Ratings
Movies and Their Audiences
212
215
Contents
xiii
Scope and Nature of the Film Industry Three Component Systems The Studios 220
217
218
Trends and Convergence in Moviemaking
221
Conglomeration and the Blockbuster Mentality
221
В Cultural Forum: Will We Accept the Dogme Dogma? Convergence Reshapes the Movie Business
222
225
Developing Media Literacy Skills: Recognizing Product Placements
Chapter Review
227
229
Questions for Review 230 Questions for Critical Thinking and Discussion Important Resources 230 Film Information Web Sites
230
231
Radio and Sound Recording
232
A Short History of Radio and Sound Recording
234
Prehistory of Radio 234 Early Sound Recording 236 The Coming of Broadcasting 238 The Coming of Regulation 239 Advertising and the Networks 241 The Golden Age 242 Radio and Its Audiences
244
Scope and Nature of the Radio Industry FM, AM, and Noncommercial Radio Radio Is Local 246 Radio Is Fragmented 246 Radio Is Specialized 246 Radio Is Personal 247 Radio Is Mobile 248 The Business of Radio
245
245
248
Radio as an Advertising Medium 248 Deregulation, Ownership, and Microbroadcasting m Media Echoes: Problems with Radio Ratings
249
Scope and Nature of the Recording Industry The Major Recording Companies
xiv
Contents
248
251
251
•
Using Media to Make a Difference: Rock 'n' Roll, Radio, and Race Relations
•
Cultural Forum: Album Warning Labels: Child Protection or Censorship?
256
252
Trends and Convergence in Radio and Sound Recording
258
The Impact of Television 258 Satellite and Cable 258 Digital Technology 259 Napster, Gnutella, and the Future of the Recording Industry
261
Digital Radio 263 Web Radio 263 Developing Media Literacy Skills: Listening to Shock Jocks Chapter Review
265
Questions for Review 266 Questions for Critical Thinking and Discussion Important Resources 266 Radio and Recording Information Web Sites
Television
264
266
267
268
A Short History of Television
271
Mechanical and Electronic Scanning The Freeze of 1948 to 1952 273 The 1950s 274
271
Ш Media Echoes: The Problems with the Nielsen Ratings Television and Its Audiences
281
282
Scope and Nature of the Television Industry The Networks and Program Content
283
284
• Using Media to Make a Difference: The Creation of Sesame Street How a Program Gets on the Air
284
285
Trends and Convergence in Television
288
Cable 288 VCR 291 DVD 291 Remote Control 292 Direct Broadcast Satellite (DBS) 292 Digital Video Recorders 292 Digital Television 293 The Internet on Television 295 Receiving Television via the Internet 296 и Cultural Forum: Spanish-Language Television
296
Video on the Internet 297 Interactive Television 298 Developing Media Literacy Skills: Recognizing Staged News
299
Contents
Chapter Review
300
Questions for Review
301
Questions for Critical Thinking and Discussion Important
Resources
302
Television Information
Part
3
B3
Web Sites
302
SUPPORTING INDUSTRIES
Public Relations
зоз
304
Defining Public Relations •
301
306
Using Media to Make a Difference: The MADD Campaign
A Short History of Public Relations
310
Early Public Relations 310 The Propaganda-Publicity Stage 311 Early Two-Way Communication 313 Advanced Two-Way Communication 315 Shaping the Character of Public Relations Public Relations and Its Audiences
316
317
S c o p e and Structure of the Public Relations Industry •
Cultural Forum: The Ford and Firestone PR Debacle Public Relations Activities 322 Organization of a Public Relations Operation
•
318
320
326
Trends and Convergence in Public Relations Globalization and Specialization Convergence 327 Trust in Public Relations 328
309
327
327
Media Echoes: Boosting Smoking Among Women
329
Developing Media Literacy Skills: Recognizing Video News Releases Chapter Review
333
Questions for Review
334
Questions for Critical Thinking and Discussion Important
Resources
335
Public Relations Information
Advertising
Web Sites
336
A Short History of Advertising Early Advertising
xvi
Contents
339
338
335
334
331
Industrialization and the Civil War 340 Magazine Advertising 341 The Advertising Agency and Professionalism Advertising and Radio 343 World War II 343 •
342
Using Media to Make a Difference: Saving the Grand Canyon Advertising and Television 346 The Evolution of Television Commercials
Advertising a n d Its A u d i e n c e s
347
348
Criticisms and Defenses of Advertising Specific Complaints 349
348
В Media Echoes: Boosting Smoking Among Children •
345
351
Cultural Forum: Challenging Advertising: Adbusters and Uncommercials
S c o p e a n d N a t u r e of t h e A d v e r t i s i n g I n d u s t r y The Advertising Agency 355 Types of Advertising 356 The Regulation of Advertising 358 Measuring the Effectiveness of Advertising
360
Trends a n d Convergence in Advertising
361
New and Converging Technologies Increased Audience Segmentation Psychographics 364 Globalization 366
354
361 363
Developing Media Literacy Skills: Interpreting Intentional Imprecision Chapter Review
369
Questions for Critical Thinking and Discussion Resources
Advertising Information
Part
367
368
Questions for Review Important
353
369
369 Web Sites
370
Щ. MASS-MEDIATED CULTURE IN THE INFORMATION AGE 371 Theories of Mass Communication Defining M a s s C o m m u n i c a t i o n T h e o r y
372
374
A S h o r t H i s t o r y of M a s s C o m m u n i c a t i o n T h e o r y The Era of Mass Society Theory
375
376
Contents
xvii
The Era of the Scientific Perspective 377 The Era of Limited Effects Theory 379 Ш Cultural Forum: Klapper's Reinforcement Theory T h e E r a of C u l t u r a l T h e o r y Symbolic Interaction 389 Social Construction of Reality Cultivation Analysis 391 Critical Cultural Theory 392
383
387 389
Developing Media Literacy Skills: Applying Mass Communication Theory •
Cultural Forum: Gerbner's Three Bs of Television
Chapter Review
396
397
Questions for Review
397
Questions for Critical Thinking and Discussion Important
Resources
Mass Communication
398
398 Theory Web Sites
399
Mass Communication Research a n d Effects M a s s C o m m u n i c a t i o n R e s e a r c h a n d t h e Effects D e b a t e The Effects Debate 403 Quantitative Research Methods Qualitative Research Methods
•
403
414
414
Using Media to Make a Difference: Television and the Designated Driver Drugs and Alcohol 419 Gender and Racial/Ethnic Stereotyping
•
400
406 411
T h e Effects of M a s s C o m m u n i c a t i o n Violence
Political Campaigns and Voting Prosocial Effects 426
424
Developing Media Literacy Skills: Interpreting Sample Size and Margin of Error 426 Chapter Review
427
Questions for Review
428
Questions for Critical Thinking and Discussion Resources
428
429
Media Research and Effects Information
418
420
Cultural Forum: Embedding Antidrug Messages in Prime-Time Television
Important
395
Web Sites
429
422
риргои
Media Freedom, Regulation, and Ethics A Short History of the First Amendment
433
Early Sentiment for a Free Press 433 Defining and Refining the First Amendment Other Issues of Freedom and Responsibility
434 441
430
•
Media Echoes: Larry Flynt and Protection for Expression We Don't Like
•
Using Media to Make a Difference: The Red Lion Decision and the Rights of the Audience 445
Social Responsibility Theory Media Industry Ethics
442
448
449
Defining Ethics 450 Three Levels of Ethics 450 Balancing Conflicting Interests 451 Codes of Ethics and Self-Regulation 457 •
Cultural Forum: Caught Red-Handed: Using Self-Regulation to Deceive?
460
Developing Media Literacy Skills: Accepting Reports Based on Anonymous Sources 461
Chapter Review
463
Questions for Review
464
Questions for Critical Thinking and Discussion Important Resources 464 Media Regulation Information Web Sites
Щ
Global Media
465
466
A Short History of Global Media
468
International Mass Media Before Satellites Satellites and Global Mass Media 473 •
464
469
Cultural Forum: The United States as International Propagandist
Global Media Today Comparative Analyses
474
477 478
Ш Using Media to Make a Difference: Maintaining Gross National Happiness 8 Media Echoes: Freedom of the Press in Iran
478
486
Programming 486 The Debate over Cultural Imperialism The McBride Report and the NWIO
489
490
Contents
xix
The Case for the Global Village 492 The Case Against the Global Village 492 Developing Media Literacy Skills: Making Our Way in the Global Village Chapter Review
494
Questions for Review
495
Questions for Critical Thinking and Discussion Important
