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Tables of Contents for Media and Society
Chapter/Section Title
Page #
Page Count
Acknowledgments
ix
 
Introduction: The Media and You-a Consideration
1
6
Focal Points in the Study of Mass Media
2
1
Friends and the Focal Points
2
2
Two Anecdotes on Choice
4
3
1 Media in Our Thoughts and Lives: A Psychosocial Perspective on Individuals, Society, and the Media
7
14
Johnny Q. Public's Media Usage
7
1
A Group Portrait of My Readers
8
4
Media Effects and Your Life
12
1
Television Viewing and "Vicious" Cycles
13
1
The Media in Society
14
1
A Case Study: Where Did I Get That Idea?
14
7
2 Media Usage in the United States
21
12
The Media We Use
22
1
A Primer on Communication
23
2
Traditional Ways of Classifying the Media
25
1
McLuhan's Hot and Cool Media
26
3
The Media Help Shape the Texts They Carry
29
4
3 The Social Dimension of Media Aesthetics
33
20
Saussure on Signs
34
1
Peirce on Icons, Indexes, and Symbols
35
1
Lying with Signs
36
2
Editing Techniques and Semiotics
38
4
The Nature of Narratives: Vladimir Propp
42
3
A Proppian Analysis of James Bond Films
45
1
The Nature of Narratives: Claude Lévi-Strauss
46
3
Postmodernism and Media Aesthetics
49
4
4 Audiences I: Categories
53
22
Audiences Are Specialized
53
1
Problems Advertisers Face
54
1
Shares and Ratings
55
2
Demographics and Audiences
57
4
Psychographics and Audiences
61
4
Political Cultures as Audiences
65
3
Active Audiences: Decoding Mass Mediated Texts
68
2
Active Audiences: Uses and Gratifications
70
5
5 Audiences II: Effects
75
24
Is Mass Culture Making Us All Morons?
76
1
Johnny and Tiffany Make Dinner
77
2
The Concept of Media Effects Needs Qualification
79
1
Criticisms of the Mass Media and the Texts They Carry
80
10
Anti-Media Rage
90
1
Defenders of the Mass Media and Popular Culture
91
1
Other Defenses of the Mass Media and the Texts They Carry
92
3
The Postmodern Solution
95
4
6 The Social Impact of New Media Technologies
99
18
The Digital world
101
2
The Computer and Culture
103
4
Virtual Communities
107
3
Video Games: A Bio-Psycho-Social Perspective
110
1
Positive Aspects of Video-Game Playing
111
2
The Technological Imperative
113
4
7 The Social Significance of Mass Mediated Texts
117
18
The Texts the Media Carry Have Power
118
1
Convention and Invention in Texts
119
1
The Power of Commercials
120
2
Narratives in the Media
122
2
Aristotle on Narratives
124
1
Texts and Other Texts: Intertextuality
125
4
The Question of the "Ur-Text"
129
1
News on Television
130
1
The 9/11 Tragedy
131
4
8 Media and Violence
135
16
How Is Media Violence Defined?
136
1
A New Longitudinal Study of Television Viewing and Violence
137
3
Kinds of Violence
140
1
Violence in Texts: Quantity versus Quality
141
1
Violence in News Broadcasts
142
3
Children and Media Violence
145
2
"Kill 'Em"
147
4
9 Media Artists
151
20
Publishing a Scholarly Book: A Case Study
152
3
The Book Business
155
2
Script Writing and Aberrant Decoding
157
2
Media Ethics and Journalists
159
1
Ethics and Advertising 1: Selling Cancer
160
1
Ethics and Advertising 2: Portrayal of Women
161
3
Ethics and Advertising 3: Political Commercials
164
7
10 The Mass Culture/Mass Society Hypothesis
171
14
The Mass Culture Hypothesis: Myth or Reality?
171
1
Round Up the Indictments, or, The Language of Criticism in the Fifties
172
1
Where Are the Mass Men and Mass Women the Critics of the Fifties Warned Us About?
173
2
Does Popular Culture Destroy Our Ability to Enjoy Elite Culture?
175
1
Are We Becoming Homogenized? Are the Mass Media Uniform?
176
2
Mass Culture and the Melting Pot
178
2
Change and Continuity in American Culture
180
1
Mass Culture and American Society: The Myth of the Monolith
180
5
11 Media in Society
185
18
Media Consolidation
185
3
On Cultural Imperialism: The Coca-Colonization Hypothesis
188
2
A Note on Ideology and the Media
190
1
The Problem of Pornography
191
3
A Supreme Court Decision on "Virtual" Child Pornography
194
1
Spiral of Silence: Public Opinion and Political Ideology
195
2
Government Regulation and Deregulation of Broadcasting
197
2
Ethnic Media: A Complicating Factor
199
4
Glossary
203
14
Select Bibliography
217
14
Index
231
6
About the Author
237