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Tables of Contents for The Media of Mass Communication
Chapter/Section Title
Page #
Page Count
Preface
xiii
the mass media
3
32
Learning Goals
3
1
Chapter-Opening Vignette:
3
2
Chris Berman
Importance of Mass Media
5
2
Pervasiveness
5
1
Information Source
5
1
Entertainment Source
6
1
Persuasion Forum
7
1
Binding Influence
7
1
Primary Mass Media
7
3
Print Media
8
1
Electronic Media
8
1
Chemical Media
8
2
Mass Media Models
10
4
Hot-Cool Model
10
1
Entertainment-Information Model
11
1
Elitist-Populist Model
12
1
Push-Pull Model
13
1
Economics of Mass Media
14
4
Economic Foundation
14
3
Economic Imperative
17
1
Upside and Downside
17
1
Media Demassification
18
1
Technology and Demassification
18
1
Effects of Demassification
18
1
Media Conglomeration
19
9
Media Ownership Consolidation
19
1
Media Ownership Collaboration
19
5
Dubious Effects of Conglomeration
24
2
Positive Effects of Conglomeration
26
2
Media Globalization
28
3
Transnational Ownership
28
1
Effects of Globalization
29
2
Media Melding
31
1
Digitalization
31
1
Intracorporate Synergy
31
1
Chapter Wrap-Up
32
1
Questions for Review
32
1
Questions for Critical Thinking
32
1
For Further Learning
33
1
For Keeping Up to Date
33
2
books
35
24
Learning Goals
35
1
Chapter-Opening Vignette:
35
2
Johannes Gutenberg
Importance of Books
37
2
Book in Human History
37
1
Books in National Development
37
2
Defining the Book Business
39
1
Trade Books
40
1
Textbooks
40
1
Innovations in Books
40
2
Paperbacks
41
1
Electronic Books
41
1
Book Marketing
42
4
Bookstores
42
2
Direct Marketing
44
2
Commercial Success
46
4
Best-Sellers
46
1
Best-Seller Lists
47
1
Mass Marketing
48
1
Subsidiary Rights
49
1
Mass-Marketing Debate
50
2
Blockbuster Authors
50
2
Populist versus Elitist Views
52
1
Book Publishers
52
3
Major Houses
52
2
Small Presses
54
1
Vanity Presses
54
1
U. S. Government Printing Office
55
1
Chapter Wrap-Up
55
1
Questions for Review
55
1
Questions for Critical Thinking
56
1
For Further Learning
56
1
For Keeping Up to Date
57
2
magazines
59
24
Learning Goals
59
1
Chapter Opening Vignette:
59
2
Bonnie Fuller
Influence of Magazines
61
2
Contributing to Nationhood
61
1
National Advertising Medium
62
1
Massive Magazine Audience
62
1
Magazines as Media Innovators
63
3
Investigative Reporting
63
2
Personality Profiles
65
1
Photojournalism
65
1
Consumer Magazines
66
6
Circulation Leaders
66
1
Newsmagazines
67
3
Newspaper Supplements
70
1
Women's Magazines
70
2
Men's Magazines
72
1
Non-Newsrack Magazines
72
2
Sponsored Magazines
72
1
Trade Journals
73
1
Criticism of Trade Magazines
73
1
Magazine Demassification
74
5
Heyday of Mass Magazines
74
2
Assault from Television
76
1
A Narrower Focus
76
1
Critics of Demassification
77
2
New Competition
79
1
Web Magazines
79
1
Chapter Wrap-Up
79
1
Questions for Review
80
1
Questions for Critical Thinking
80
1
For Further Learning
80
1
For Keeping Up to Date
81
2
newspapers
83
30
Learning Goals
83
1
Chapter-Opening Vignette:
83
2
Joseph Patterson
Importance of Newspapers
85
1
Newspaper Industry Dimensions
85
1
Content Diversity and Depth
86
1
Newspaper Chain Ownership
86
3
Trend Toward Chains
86
1
Assessing Chain Ownership
87
2
National Dailies
89
8
Wall Street Journal
90
3
USA Today
93
2
Christian Science Monitor
95
2
National Editions
97
1
Hometown Newspapers
97
4
Metropolitan Dailies
97
3
Hometown Dailies
100
1
Challenges for Daily Newspapers
101
4
Circulation Patterns
101
1
Advertising Patterns
102
1
Prospects for the Daily Press
103
1
Newspaper Web Sites
104
1
Weekly Newspapers
105
1
Community Weeklies
105
1
Shoppers
106
1
Alternative and Minority Newspapers
106
3
Counterculture Newspapers
106
1
Gay Newspapers
107
1
Black Newspapers
107
1
Foreign-Language Newspapers
108
1
Chapter Wrap-Up
109
1
Questions for Review
109
1
Questions for Critical Thinking
110
1
For Further Learning
110
1
For Keeping Up to Date
111
2
records
113
26
Learning Goals
113
1
Chapter-Opening Vignette:
113
2
Bob
Jakob Dylan
Recorded Music as a Social Force
115
2
Rallying Power
115
1
Leading and Reflecting Change
116
1
Sound Recording Technology
117
3
Thomas Edison's Phonograph
117
1
Electrical Recording
118
1
Vinyl and Microgrooves
118
1
Stereo Innovation
118
1
Digital Technology
119
1
Evolution of Music
120
3
American Folk Music
121
1
Early Rock `n' Roll
121
2
Artistic Autonomy
123
4
Predictable Music
124
1
Cultural Homogenization
125
1
Restructured Record Industry
125
2
Music Demassification
127
1
Marketing Records
127
3
Measuring Commercial Success
128
1
Radio Airplay
128
1
Payola
129
1
Music Videos
129
1
Conglomeration in Record-Making
130
2
Big Six
131
1
Indies
131
1
Censorship and Recorded Music
132
2
Objectionable Music
132
1
Record Labeling
132
1
Lyrics and Young People
133
1
Heisting Music
134
1
Home-Dubbing
134
1
Piracy
134
1
Chapter Wrap-Up
135
1
Questions for Review
136
1
Questions for Critical Thinking
136
1
For Further Learning
137
1
For Keeping Up to Date
137
2
movies
139
26
Learning Goals
139
1
Chapter-Opening Vignette:
139
2
Steven Spielberg
Importance of Movies
141
1
Overwhelming Experience
141
1
Hollywood's Cultural Influence
141
1
Technical Heritage of Movies
142
2
Adaptation from Photography
142
2
Adding Sound to Pictures
144
1
Three Crises That Reshaped Hollywood
144
3
The Hollywood 10
144
2
Court Bans on Vertical Integration
146
1
Challenge from Television
147
1
Hollywood's Response to Television
147
3
Technical Innovation
147
1
Content Innovation
148
2
Melding of Movies and Television
150
1
Reconciliation of Competing Industries
150
1
First Runs and After-Markets
151
1
Movie Exhibitors
151
2
Early Exhibition Facilities
151
1
Multiscreen Theaters
151
1
Box-Office Income
152
1
Movie Finances
153
6
The Lesson of Intolerance
153
1
Financing Sources
153
3
Artistic versus Budget Issues
156
3
Movie Censorship
159
2
Morality as an Issue
159
1
Movies and Changing Mores
160
1
Current Movie Code
160
1
Chapter Wrap-Up
161
1
Questions for Review
162
1
Questions for Critical Thinking
162
1
For Further Learning
162
1
For Keeping Up to Date
163
2
radio
165
28
Learning Goals
165
1
Chapter-Opening Vignette:
165
1
Garrison Keillor
Significance of Radio
166
2
Radio as a Motivator
166
1
Ubiquity of Radio
167
1
Scope of the Radio Industry
167
1
Technical Development
168
4
Electromagnetic Spectrum
168
1
Transmitting Voices
168
4
Characteristics of American Radio
172
1
Radio in the Private Sector
172
1
Role of Advertising
172
1
Noncommercial Radio
172
1
Radio As Entertainment
173
2
Early Mass Programming
173
1
Formats for Specific Audiences
174
1
Radio News
175
3
Pioneer Radio News
175
1
McLendon Influences
176
1
Decline of Radio News
176
1
Talk Radio
177
1
Radio Networks
178
3
Four Traditional Networks
178
2
Radio Networks Today
180
1
Affiliate-Network Relations
180
1
Broadcasting Regulation
181
7
Trusteeship Rationale
181
5
Regulating Networks
186
1
Broadcast Deregulation
187
1
Future of Radio
188
2
Risk-Free Bland Programming
188
1
Converting to Digital
188
1
Web Radio
189
1
Chapter Wrap-Up
190
1
Questions for Review
190
1
Questions for Critical Thinking
190
1
For Further Learning
191
1
Keeping Up to Date
191
2
television
193
32
Learning Goals
193
1
Opening Vignette:
193
1
Jerry Seinfeld
Impact of Television
194
3
Cultural Impact
194
2
Mass Media Shake-Up
196
1
Technology of Television
197
4
Electronic Scanning
197
1
Integrated Standardization
197
2
High-Definition Television
199
1
Web-Television Convergence
199
1
Interactive Television
200
1
Structure of U. S. Television
201
2
Dual National System
201
1
Affiliate-Network Relations
201
2
Delivery Systems
203
2
Over-Air Stations
203
1
Cable Systems
204
1
Satellite Direct
204
1
Over-Air Networks
205
3
Traditional Networks
205
1
NBC Television
205
1
CBS Television
205
1
ABC Television
206
1
Dumont Television
206
1
Fox Television
207
1
Late-Comers
207
1
Cable Television
208
4
Roots of Cable
208
1
Gerald Levin and HBO
208
2
Turner Broadcasting System
210
1
Growth of Cable
210
2
Advertising
212
1
Television Entertainment
212
3
Early Programming
212
1
Producing Entertainment Programs
213
1
Changing Program Standards
214
1
V-Chip
214
1
Television News
215
3
Talking Heads and Newsreels
215
1
Shift in Network News
216
1
24-Hour Television News
216
2
Local News
218
1
Public Television
218
2
Corporation for Public Broadcasting
218
2
Debate Over Public Funding
220
1
Chapter Wrap-Up
220
1
Questions for Review
221
1
Questions for Critical Thinking
221
1
For Further Learning
222
1
For Keeping Up to Date
223
2
the web
225
30
Learning Goals
225
1
Chapter-Opening Vignette:
225
2
Tim Berners-Lee
World Wide Web
227
4
New Mass Medium
227
1
Web Terms
228
1
Web Limitations
229
1
New Video Infrastructure
230
1
Internet
231
3
The Information Highway
231
2
Online Services
233
1
Web Model
234
2
Users
234
1
Access Providers
234
1
Content Providers
234
1
Advertisers
235
1
Online Advertising
236
1
Growing Web Audience
236
1
Web's Advertising Reach
237
1
Web Technology
237
3
Transistors
237
2
Fiber Optics
239
1
Nonlinear Communication
240
4
Hypertext and the Web
240
3
Hypermedia
243
1
Hypertext in Practice
244
2
Pre-Hypertext Innovations
244
1
Hypertext News
245
1
Hyperfiction
246
1
Media Melding
246
4
Technological Convergence
247
2
Transition Ahead
249
1
Government Deregulation
249
1
Public Policy and the Web
250
2
Universal Access
250
1
Cyberpornography
251
1
Chapter Wrap-Up
252
1
Questions for Review
252
1
Questions for Critical Thinking
253
1
For Further Learning
253
1
For Keeping Up to Date
253
2
journalism
255
34
Learning Goals
255
1
Chapter-Opening Vignette:
255
2
Christiane Amanpour
Journalism Traditions
257
8
Colonial Period
257
2
Partisan Period
259
2
Penny Period
261
2
Yellow Period
263
2
Personal Values in News
265
5
Role of the Journalist
265
1
Journalists' Personal Values
266
2
Journalistic Bias
268
2
Variables Affecting News
270
3
News Hole
270
1
News Flow and Staffing
270
1
Perceptions About Audience
271
1
Availability of Material
271
1
Competition
272
1
Nonnewsroom Influences on News
273
2
Executive Orders
273
1
Advertiser Pressure
274
1
Pressure From Sources
275
1
Gatekeeping in News
275
2
Gatekeepers' Responsibilities
275
1
Gatekeepers at Work
276
1
Global Gatekeeping
277
4
Competition for Faraway News
277
1
News Agencies
277
2
Supplemental Services
279
1
Video News Services
279
1
Effects of Video Coverage
280
1
Syndicates and News Products
281
1
Syndicates' Tradition
281
1
Syndicate Services
281
1
Journalism Trends
282
3
Exploratory Reporting
282
3
Soft News
285
1
Chapter Wrap-Up
285
1
Questions for Review
286
1
Questions for Critical Thinking
286
1
For Further Learning
287
1
For Keeping Up to Date
287
2
public relations
289
26
Learning Goals
289
1
Chapter-Opening Vignette:ValuJet
289
2
Importance of Public Relations
291
1
Defining Public Relations
291
1
Public Relations in a Democracy
292
1
Origins of Public Relations
292
6
Moguls in Trouble
292
1
The Ideas of Ivy Lee
293
2
Public Relations on a New Scale
295
3
Structure of Public Relations
298
2
Policy Role of Public Relations
298
1
How Public Relations Is Organized
298
1
Public Relations Agencies
299
1
Public Relations Services
300
4
Activities Beyond Publicity
300
2
Public Relations and Advertising
302
1
Integrated Marketing
302
1
Joint Projects
303
1
Media Relations
304
5
Open Media Relations
304
1
Proactive Media Relations
305
1
Ambivalence in Media Relations
306
1
Adversarial Public Relations
307
2
Professionalization
309
2
A Tarnished Image
309
1
Standards and Certification
309
2
Chapter Wrap-Up
311
1
Questions for Review
312
1
Questions for Critical Thinking
312
1
For Further Learning
312
1
For Keeping Up to Date
313
2
advertising
315
28
Learning Goals
315
1
Chapter-Opening Vignette: Volkswagen
315
2
Importance of Advertising
317
2
Consumer Economies
317
1
Advertising and Prosperity
317
1
Advertising and Democracy
318
1
Origins of Advertising
319
2
Stepchild of Technology
319
1
Industrial Revolution
319
1
Pioneer Agencies
320
1
Advertising Agencies
321
2
Agency Structure
321
1
Agency Compensation
322
1
Advertiser Role in Advertising
323
1
Placing Advertisements
323
3
Media Plans
323
1
Media Choices
324
1
Alternative Media
325
1
Pitching Messages
326
4
Importance of Brands
326
1
Lowest Common Denominator
327
1
Market Segments
328
1
Redundancy Techniques
328
1
New Advertising Techniques
329
1
Research and Psychology
330
2
Motivational Research
330
1
Subliminal Advertising
331
1
Conglomeration and Globalization
332
2
Acquisition Binge
333
1
Agency Consolidation Problems
333
1
Advertising Regulation
334
3
Media Gatekeeping
334
1
Industry Self-Regulation
335
1
Government Regulation
336
1
Problems and Issues
337
3
Advertising Clutter
337
1
Creative Excesses
338
1
Advertising Effectiveness
338
2
Chapter Wrap-Up
340
1
Questions for Review
340
1
Questions for Critical Thinking
340
1
For Further Learning
341
1
For Keeping Up to Date
341
2
media research
343
22
Learning Goals
343
1
Chapter-Opening Vignette:
343
2
George Gallup
Public-Opinion Sampling
345
3
The Surveying Industry
345
1
Probability Sampling
345
2
Quota Sampling
347
1
Evaluating Surveys
347
1
Latter-Day Straw Polls
348
1
Measuring Audience Size
348
6
Newspaper and Magazine Audits
349
1
Broadcast Ratings
349
2
Audience Measurement Techniques
351
1
Criticism of Ratings
352
2
Measuring Audience Reaction
354
2
Focus Groups
355
1
Galvanic Skin Checks
355
1
Prototype Research
355
1
Audience Analysis
356
4
Demographics
356
2
Geodemographics
358
1
Psychographics
358
2
Applied and Theoretical Research
360
2
Media-Sponsored Research
360
1
Mass Communication Scholarship
361
1
Chapter Wrap-Up
362
1
Questions for Review
362
1
Questions for Critical Thinking
362
1
For Further Learning
363
1
For Keeping Up-to-Date
363
2
mass communication
365
18
Learning Goals
365
1
Chapter-Opening Vignette:
365
2
Peter Arnett
Types of Communication
367
2
Intrapersonal Communication
367
1
Interpersonal Communication
367
1
Group Communication
367
1
Mass Communication
368
1
Components of Mass Communication
369
1
Mass Communicators
369
1
Mass Messages
369
1
Mass Media
370
1
Mass Communication
370
1
Mass Audiences
370
1
Communication Models
370
4
Role of Communication Models
370
2
Basic Model
372
1
Narrative Model
373
1
Concentric Circle Model
373
1
Mystery of Mass Communication
373
1
Fundamentals in the Process
374
1
Stimulation
374
1
Encoding
374
1
Transmission
374
1
Decoding
374
1
Internalization
375
1
Players in the Process
375
1
Gatekeepers
375
1
Regulators
376
1
Gatekeeper-Regulator Hybrids
376
1
Impediments to Communications
376
2
Noise
377
1
Filters
378
1
Results of Mass Communication
378
2
Amplification
378
1
Feedback
379
1
Effects
380
1
Chapter Wrap-Up
380
1
Questions for Review
380
1
Questions for Critical Thinking
380
1
For Further Learning
381
1
For Keeping Up to Date
381
2
media effects
383
28
Learning Goals
383
1
Chapter-Opening Vignette: Orson Welles
383
2
Effects Studies
385
3
Powerful Effects Theory
385
1
Minimal Effects Theory
386
2
Cumulative Effects Theory
388
1
Uses and Gratifications Studies
388
3
Challenges to Audience Passivity
388
1
Surveillance Function
389
1
Socialization Function
390
1
Diversion Function
390
1
Consistency Theory
391
1
Individual Selectivity
391
2
Selective Exposure
391
1
Selective Perception
392
1
Selection Retention and Recall
392
1
Socialization
393
4
Media's Initiating Role
393
2
Role Models
395
1
Stereotyping
395
1
Socialization Via Eavesdropping
396
1
Media-Depicted Violence
397
6
Learning About Violence
397
1
Media Violence as Positive
397
1
Prodding Socially Positive Action
398
1
Media Violence as Negative
398
2
Catalytic Theory
400
1
Societally Debilitating Effects
401
1
Tolerance of Violence
401
2
Media Agenda-Setting for Individuals
403
2
Media Selection of Issues
403
1
Intramedia Agenda-Setting
404
1
Media-Induced Anxiety
405
2
Information Anxiety
405
1
Media-Induced Passivity
406
1
Well-Informed Futility
406
1
Chapter Wrap-Up
407
1
Questions for Review
407
1
Questions for Critical Thinking
408
1
For Further Learning
408
1
For Keeping Up to Date
409
2
mass media and society
411
22
Learning Goals
411
1
Chapter-Opening Vignette:
411
2
Timothy Harris
Mass Media Role in Culture
413
5
Elitism versus Populist Values
413
3
The Case Against Pop Art
416
1
Pop Art Revisionism
417
1
Social Stability
418
4
Media-Induced Ritual
418
1
The Media and the Status Quo
419
1
The Media and Cognitive Dissonance
419
2
Agenda-Setting and Status Conferral
421
1
Media and Morality
421
1
Cultural Transmission
422
2
Historical Transmission
422
1
Contemporary Transmission
422
2
Mass Media and Fundamental Change
424
1
Human Alienation
424
1
Television and the Global Village
424
1
Cultural Intrusion
425
4
Latter-Day Imperialism
425
1
Defending Western Hegemony
426
2
Emerging Global Media
428
1
Insidious Western Influence
429
1
Transnational Cultural Enrichment
429
1
Chapter Wrap-Up
429
1
Questions for Review
430
1
Questions for Critical Thinking
430
1
For Further Learning
430
1
For Keeping Up-to-Date
431
2
mass media and governance
433
32
Learning Goals
433
2
Opening Vignette:
433
2
Mary Matalin
James Carville
Authoritarian Systems
435
5
England Under Henry VIII
435
2
Methods of Authoritarian Control
437
2
Nature of Truth
439
1
Libertarian Systems
440
3
Optimism About the Human Mind
440
1
Marketplace of Ideas
440
2
First Amendment
442
1
Freedom and Responsibility
443
2
Challenges to Libertarianism
444
1
Hutchins Commission
444
1
Media Role in Governance
445
2
Fourth Estate
445
1
Government-Media Relations
446
1
Media as an Information Source
447
3
Direct versus Indirect
447
1
Citizen Preferences
448
1
Specialized Media
448
2
Media Effects on Governance
450
5
Agenda-Setting
451
1
CNN Effect
451
1
Priming
451
1
Media Obsessions
452
3
Government Manipulation of Media
455
3
Influencing Coverage
455
1
Trial Balloons and Leaks
456
1
Stonewalling
457
1
Overwhelming information
457
1
Media-Government Issues
458
3
Political Favors
458
1
Campaign Spending
458
2
Free Air Time
460
1
Techno-Governance
460
1
Chapter Wrap-Up
461
1
Questions for Review
462
1
Questions for Critical Thinking
462
1
For Further Learning
462
1
For Keeping Up to Date
463
2
mass media law
465
24
Learning Goals
465
1
Chapter-Opening Vignette:
465
2
Oprah Winfrey
The U. S. Constitution
467
1
First Amendment
467
1
Scope of First Amendment
467
1
Prior Restraint
468
5
Public Nuisances
468
2
National Security
470
1
Military Operations
471
1
``Fire!'' in a Crowded Theater
472
1
Slander and Mass Media
473
3
Concept of Libel Law
474
1
Sullivan Case
474
1
Fair Comment and Criticism
475
1
Privacy Law
476
2
Intruding on Solitude
476
1
Harassment
477
1
Journalism Law
478
3
Court Coverage
478
1
Sunshine Laws
479
1
Confidential Sources
480
1
Obscenity and Pornography
481
1
Import Restrictions
481
1
Postal Restrictions
481
1
Pornography versus Obscenity
482
1
Censorship Today
482
2
Local Censorship
483
1
Library and School Boards
483
1
Meese Pornography Commission
484
1
Copyright
484
2
How Copyright Works
484
1
Music Licensing
485
1
Chapter Wrap-Up
486
1
Questions for Review
486
1
Questions for Critical Thinking
486
1
For Further Learning
486
1
For Keeping Up to Date
487
2
ethics and the mass media
489
20
Learning Goals
489
1
Chapter-Opening Vignette: Nike and CBS
489
2
The Difficulty of Ethics
491
3
Prescriptive Ethics Codes
491
2
Conflict in Duties
493
1
Moral Principles
494
3
Golden Mean
494
1
``Do Unto Others,''
495
1
Categorical Imperatives
495
1
Utilitarian Ethics
496
1
Pragmatic Ethics
496
1
Egalitarian Ethics
496
1
Social Responsibility Ethics
496
1
Process versus Outcome
497
1
Deontological Ethics
497
1
Teleological Ethics
497
1
Situational Ethics
498
1
Potter's Box
498
2
Four Quadrants
499
1
Limitations of Potter's Box
500
1
Ethics and Other Issues
500
1
Differentiating Ethics and Law
500
1
Accepted Practices
501
1
Prudence and Ethics
501
1
Unsettled, Unsettling Questions
501
5
Plagiarism
502
2
Misrepresentation
504
1
Gifts, Junkets and Meals
505
1
Chapter Wrap-Up
506
1
Questions for Review
507
1
Questions for Critical Thinking
507
1
For Further Learning
507
2
About the Author
509
2
Index
511