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Tables of Contents for Mass Communication Theory
Chapter/Section Title
Page #
Page Count
Preface
xv
Introduction: The Rise of Media of Mass Communication
1
30
The significance of mass media
1
1
Media and society relationships
2
1
Basic differences of approach
3
1
Different kinds of theory
4
2
Communication science and the study of mass communication
6
3
Levels of communication
6
1
Different networks
7
2
Alternative traditions of analysis: structural, behavioural and cultural
9
1
Mass communication defined
10
1
The mass media institution
11
1
The rise of the media: origins of media definitions
12
10
Print media
13
1
The book
13
1
The early newspaper
13
1
The press as adversary
14
1
Rise of a newspaper-reading public
15
1
The political press
15
1
The prestige press
15
1
Commercialization of the newspaper press
16
1
Film
16
2
Broadcasting
18
1
Recorded music
19
1
New electronic media
20
2
Inter-media differences
22
4
Freedom versus control
23
2
Issues of use and reception
25
1
Changes in society
26
2
Internationalization
26
1
Informatization
26
1
Rise of postmodern culture
27
1
Individuation
27
1
Changes in the media
28
1
Conclusion: implications for the public interest in media
29
2
PART I THEORIES
31
88
Concepts and Models
33
28
Early perspectives on media and society
33
2
The power of mass media
33
1
Communication and social change
34
1
The potential benefits of mass communication
35
1
The `mass' concept
35
1
The mass communication process
36
2
The mass audience
38
1
Mass culture and popular culture
39
2
Definitions and contrasts
40
1
Dynamics of cultural forms
41
1
The rise of a dominant paradigm for theory and research
41
4
A view of the good society
42
1
Scientific origins
42
1
Bias of the paradigm
43
1
Concentration on effects
44
1
An alternative paradigm
45
4
A different view of society and media
46
1
Diverse sources of challenge
46
1
The status of the alternative paradigm
47
1
Implications for the study of communication
48
1
Four models of communication
49
6
A transmission model
49
1
A ritual or expressive model
50
1
Communication as display and attention: a publicity model
51
2
Encoding and decoding of media discourse: a reception model
53
1
Comparisons
54
1
New patterns of information traffic
55
3
Allocution
56
1
Conversation
56
1
Consultation
56
1
Registration
57
1
An integrated typology
57
1
New theoretical perspectives on media and society
58
2
The information age
59
1
Postmodernism
59
1
Conclusion: implications for mass media theory
60
1
Theory of Media and Theory of Society
61
33
Media, society and culture: connections and conflicts
61
3
A typology of society-culture relations
61
2
An inconclusive outcome
63
1
Mass communication as a society-wide process: the mediation of social relations
64
2
The mediation concept
65
1
Mediation metaphors
65
1
A frame of reference for connecting media with society
66
3
Types of media-society theory
67
2
Main issues for theory: power and inequality
69
1
Main issues for theory: social integration and identity
70
3
A dual perspective on media
70
1
Ambivalence about social integration
71
2
Different types and levels of integrative media effects
73
1
Mass communication and social change
73
1
Mass society theory
74
1
Marxism and mass media
75
2
The classic position
76
1
Neo-Marxist variants
76
1
Functionalist theory of media and society
77
5
Conceptual basics
78
1
Specifying the social functions of media
78
2
Uses and disuses of functionalism
80
1
Media and social integration
80
2
Critical political-economic theory
82
2
Theory of media and development: rise and decline
84
1
Communication technology determinism
85
2
The Toronto School
85
1
Technology and ideology
86
1
An interactive alternative
86
1
The information society: new theory of media-society linkages
87
4
Conceptual underpinnings
87
1
Logic of change
88
1
`Videotopia' versus `dystopia'
89
1
Progressive or conservative direction?
90
1
Bias to globalization
91
1
Conclusion: conflict versus consensus, and media-centric versus society-centric approaches
91
3
Mass communication and culture
94
25
Setting the scene: the culturalist approach
94
1
Communication and culture
95
2
Towards defining culture
95
1
Research issues
96
1
The beginnings: the Frankfurt School and critical theory
97
2
Hegemony
99
1
Later developments of critical cultural theory: the Birmingham School
100
1
Gender and mass media
101
2
The `redemption' of the popular
103
3
The (semiotic) power of the people
103
1
Links to postmodernism
104
1
Unanswered questions
105
1
Commercialization
106
1
Communication technology and culture
107
2
McLuhan's view of cultural change
107
1
A model of technology and cultural change
108
1
Media logic and the bias of communication
109
1
Cultivation and the mediation of identity
110
1
The shifting boundaries of social space
111
1
Globalization of culture
111
5
Structural trends towards transnationalization
111
1
Transnational media flow as a process
112
1
Globalizing effects: pro and con
113
1
Concepts of cultural identity
114
1
Cultural invasion: resistance and subversion
115
1
Towards a global media culture?
116
1
Conclusion: time, space and the media
117
2
PART II STRUCTURES
119
64
Normative theories of media performance
121
33
Media-society linkages
121
1
The status of normative theory
122
1
Varieties of theory for the press and other media: social responsibility
123
5
Origins
123
1
The 1947 US Commission on the Freedom of the Press
124
1
Media codes of conduct
125
1
The public broadcasting idea
126
1
Four Theories of the Press
127
1
Libertarian theory and press freedom
128
3
The libertarian ideal
128
1
Questions about press freedom
129
1
Freedom of expression and freedom of property
129
2
Beyond `theories of the press'
131
2
Development media theory
131
1
Democratic-participant media theory
131
1
Other models
132
1
Limitations of the press theory approach
132
1
Media change: new normative theory needed for new times?
133
2
The concept of a `public interest' in media
135
1
Issues for social theory of the media
136
3
Concentration and monopoly
136
1
News quality
137
1
Security and social order
137
1
Morals and decency
138
1
Commercialism
138
1
Cultural issues
138
1
Response to the issues
139
1
Principles of structure and performance: an interpretative overview
139
1
Media freedom
140
2
Freedom requirements
140
1
Benefits of media freedom
141
1
Media equality
142
1
Media diversity
143
2
Diversity requirements
144
1
Benefits of media diversity
144
1
Information quality
145
3
The objectivity concept
145
1
The benefits of objectivity
146
1
A framework for objectivity research and theory
146
1
Main information quality requirements
147
1
Limits of objectivity
148
1
Social order and solidarity
148
2
Expectations and norms relating to order
150
1
Cultural order
150
2
Cultural quality norms
151
1
The range of application of normative media theory
152
1
Conclusion: a changing normative environment
152
2
Media Structures And Institutions
154
29
Media `not just any other business'
154
3
Alternative perspectives
155
1
The main issues
155
2
The basics of media structure and levels of analysis
157
1
Some economic principles of media structure
158
4
Different media markets and sources of income
158
1
Advertising versus consumer revenue --- implications
159
1
Media market reach and diversity
160
1
Competition for revenue
161
1
Media cost structures
161
1
Ownership and control
162
2
The effects of ownership
163
1
Competition and concentration
164
4
Horizontal versus vertical concentration
164
1
Other types of concentration effect
165
1
Degrees of concetration
165
1
Transnationalization
166
1
Policy issues arising
167
1
Distinctive features of media economics
168
1
Dynamics of media structure
169
2
The regulation of mass media: alternative models
171
2
The free press model
171
1
The broadcasting model
171
1
The common carrier model
172
1
Inter-country differences: the social and cultural specificity of media systems
173
2
International communications: structural aspects
175
2
Multinational media ownership and control
177
1
International media dependency
178
3
International media regulation
181
1
Conclusion
182
1
PART III ORGANIZATIONS
183
50
The Media Organization In Its Context
185
27
Issues and perspectives
185
3
Organizational influences on content
186
1
Alternative modes of analysis
186
1
The rise of a research tradition
187
1
Levels of analysis
188
2
The media organization in a field of social forces
190
2
Relations with society
192
7
Goals of media organizations
192
2
Internal diversity of purpose
194
1
The journalist's role: engagement or neutrality?
194
3
Professionalism
197
1
Media occupational dilemmas
198
1
Internal diversity of communicator goals
199
6
Latent conflicts
199
2
Characteristics of mass communicators
201
2
Women in news organizations
203
2
Pressure and interest groups
205
1
Relations with owners, clients and suppliers
206
3
Proprietor influence
206
1
The influence of advertisers
207
2
Relations with the audience
209
2
Hostility to the audience
209
1
An alternative view
209
1
Insulation and uncertainty
210
1
Images of the audience
210
1
Conclusion
211
1
The Production of Media Culture
212
21
Media-organizational activities: gatekeeping and selecting
212
2
The gatekeeping concept
213
1
Ideological versus organizational factors in news selection
213
1
Alternative approaches to the study of news selection
214
6
People and selection
215
1
Location and selection
216
1
The news net
216
1
Pre-definitions of news and planned events
217
1
Time and selection
218
1
Typification of news by time
218
1
The question of selection `bias'
219
1
Access to the media for society
220
2
A continuum of media autonomy
220
1
Actuality content as a contested zone
221
1
Relations with sources
222
3
The planning of supply
223
1
Asymmetrical relationships and assimilation
223
1
Public relations and news
224
1
Media-organizational activity: processing and presentation
225
6
Internal processing of information
226
1
An alternative model of organizational selection
227
1
The question of bias again
228
1
Standardization and organizational logics
229
1
The logic of media culture
230
1
Alternative models of decision-making
231
1
Conclusion: the attention-gaining imperative
232
1
PART IV CONTENT
233
48
Issues, Concepts And Varieties of Discourse
235
28
Why study media content?
235
1
Critical questions and alternative discourses
236
1
The cultural text and its meanings
237
7
The concept of text
237
1
Differential encoding
238
1
Open versus closed texts
239
1
Narrative
240
1
Seriality
240
1
Realism
241
1
Differential `reading' of texts
242
1
Gendered media texts
243
1
Studying the popular
243
1
Structuralism and semiology
244
4
Towards a science of signs
245
1
Connotation and denotation
246
1
Uses of semiology
247
1
Media content as information
248
3
Information theory
248
1
Applications in the study of content
249
1
The evaluative dimension of information
250
1
Media performance discourse
251
7
Freedom and independence
252
1
Content diversity
253
1
Objectivity in news
253
2
Reality reflection or distortion?
255
1
A critique of the reality-reflection norm
256
1
In summary
257
1
Critical perspectives on content
258
4
Marxist perspectives
258
1
Commercialism
259
1
On the question of cultural quality
260
1
Gender-based critique
261
1
Conclusion
262
1
Genres And Methods of Analysis
263
18
Media genres and formats
263
4
Defining genre
263
1
Two genre examples: western movies and television soap operas
264
1
Media format and logic
265
1
Media content frames
266
1
Visual language
266
1
The news genre
267
3
What is news?
267
2
News and human interest
269
1
News values and the structure of news
270
4
News bias
271
1
The form of the news report
272
1
Storytelling versus factual reporting
273
1
Two versions of the news sequence
274
1
Questions of research method
274
2
Where is meaning?
275
1
Dominant versus alternative paradigms again
275
1
Traditional content analysis
276
2
Basics
276
1
Limits to content analysis
277
1
Quantitive and qualitative analysis compared
278
2
Mixed methods are possible
278
2
Conclusion
280
1
PART V AUDIENCES
281
44
Theory And Research Traditions
283
24
The origin and diversity of audiences
283
1
Past, present and future of the media audience
284
2
The rise of a reading public
285
1
Early conceptualization of the audience as a mass
286
1
From mass to market
287
1
The duality of the audience
288
4
A typology
289
1
The social group
290
1
The gratification set
290
1
Fan group or taste culture
290
1
Channel or medium audience
291
1
Comparisons and contrasts
291
1
Implications of new media for the audience concept
292
2
End of the audience?
292
1
Or escape of the audience?
293
1
Change but not revolution
294
1
Three traditions of research into audiences
294
4
The structural tradition of audience measurement
295
1
The behaviourist tradition
296
1
The social cultural tradition and reception analysis
297
1
Questions of audience structure
298
2
Types of audience
299
1
Explanations of audience structure and composition
300
1
Audience formation and flow
301
4
Audience side factors
302
1
Medium-side variables
302
1
A model of the audience-formation process
303
1
Expectancy-value theory
303
2
Conclusion: multi-channel futures
305
2
The Social Character of Audience Experience
307
18
The audience as an active social group
307
1
Sociability in media use
308
1
Social uses of media
308
1
Normative framing of media use
309
3
Early critique of media `addiction'
309
1
Content-based norms
310
1
Guilty audiences
311
1
Attachment and dependence
312
1
Gendered media use
313
1
Audience-sender relationships
314
1
The concept of audience activity
315
3
Five modes of activity
316
1
A flawed concept
317
1
Audience uses and gratifications
318
3
Basic assumptions
318
1
Social and psychological origins
318
1
Revisionism
319
2
Audience involvement and entertainment
321
1
Different models for different kinds of content?
322
1
Audience response and feedback
322
2
Media-originated feedback
323
1
Response on behalf of the audience
323
1
Spontaneous feedback
324
1
Conclusion
324
1
PART VI EFFECTS
325
60
Processes of Short-Term Change
327
25
The premise of media effect
327
1
The natural history of media effect research and theory: four phases
328
5
all-powerful media
328
1
theory of powerful media put to the test
329
1
powerful media rediscovered
330
1
negotiated media influence
331
1
Media power can vary with the times
332
1
Levels and kinds of effect
333
2
Processes of media effect: a typology
335
3
Individual response and individual reaction
338
4
The stimulus-response model
338
1
Mediating conditions
339
2
Source-receiver relations and effect
341
1
A model of behavioural effect
342
2
Collective reaction effects
344
2
Panic and rumour
344
1
Civil disorder
345
1
Media and terrorism
345
1
Contagion and imitation
346
1
The campaign
346
5
Basic features
346
1
Filter conditions in campaigns
347
1
Diversity of campaign effects
348
1
Reflections on the campaign
349
1
Personal influence in campaign situations
350
1
Conclusion
351
1
Longer-Term And Indirect Change
352
21
Diffusion in a development context
352
1
The distribution of knowledge
353
1
News diffusion and learning from news
353
3
Patterns of diffusion
354
1
Learning and comprehension
354
2
Agenda-setting
356
1
Knowledge gaps
357
2
Long-term unplanned change: a model
359
1
Socialization
360
1
Reality defining and constructing
361
1
The spiral of silence: the formation of climates of opinion
361
2
Structuring reality and unwitting bias
363
1
Cultivation
364
2
The theory
364
1
Testing the theory
365
1
Doubts and questions
365
1
Social control and consciousness formation
366
4
Consensus maintenance: selective attention and omission
367
1
The construction of conformity
368
1
Media power: who benefits?
369
1
Effects on other social institutions
370
1
Event outcomes
371
1
Media and cultural change
372
1
Conclusion
372
1
Endpiece: Lines of Development
373
12
Mass communication endures
373
1
The future of theory
373
4
The multiple logics of mass communication
377
2
Media as a (defective) meaning machine
379
2
Domains of meaning
379
1
Significance
379
1
Reality and real-life contexts
379
1
Public versus private space
380
1
Identity
380
1
Space and location
380
1
Time
380
1
Power, influence and effect
381
2
Do the media have any?
381
1
Whose side are the media on?
381
1
Fame and celebrity
382
1
Questions of culture
383
1
Last words
384
1
Refereces
385
23
Index
408