Unit One Introduction 1
Passage One The Meaning of“Communication”&By Wilbur Schramm and William E.Porter 1
Passage Two McQnail s Normative Theories&By James Watson 4
Passage Three Hot and Cold&By Marshall McLuhan 8
Passage Four Minerva s Owl&By Harold A.Innis 10
Passage Five Photojournalism as Eyewitness to History&By Howard Chapnick 14
Unit Two Book 23
Passage One Books in History&By John Vivian 23
Passage Two Book Publishing&By Harold L.Vogel 25
Passage Three The Printing Press as An Agent of Change&By Edwin Emery,Michael Emery and Nancy L.Roberts 28
Passage Four Areopagitica:A Speech for the Liberty of Unlicensed Printing&By John Milton 31
Unit Three Magazine 38
Passage One Magazine as Media Innovators&By John Vivian 38
Passage Two Magazines Push Images Over Words&By David Carr 41
Passage Three Luce and Time&By Edwin Emery,Michael Emery and Nancy L.Roberts 44
Passage Four Early Periodical as Publicist Instrument of Criticism&By Jürgen Habermas 46
Unit Four Newspaper 53
Passage One Newspaper Industry&By John Vivian 53
Passage Two Tedium on Deadline&By Tunku Varadarajan 55
Passage Three The New York Times in 1990s&By Edwin Emery,Michael Emery and Nancy L.Roberts 58
Passage Four Natural History of the Newspaper&By Robert E.Park 62
Unit Five Film 68
Passage One Importance of Movies&By John Vivian 68
Passage Two The Structure of the Western Film&By Will Wright 70
Passage Three Hollywood s Big Six&By Douglas Gomery 77
Passage Four Hurrah for Hollywood&By Stefano Hatfield 82
Unit Six Radio 89
Passage One Future of Radio&By John Vivian 89
Passage Two FM s Rise&By Joseph Dominick,Barry L.Sherman,Gary Copeland 92
Passage Three Characteristics of American Radio&By John Vivian 94
Passage Four George Hicks and the Network Coverage of the Pool Broadcast of D-Day&By George Hicks 96
Passage Five The Assets and Liabilities in Radio&By Herbert Hoover 98
Unit Seven TV 105
Passage One Impact of Television&By John Vivian 105
Passage Two Culture&By Raymond Williams 109
Passage Three The Case for Television Journalism&By Eric Sevareid 112
Passage Four CBS News&By Edwin Emery,Michael Emery and Nancy L.Roberts 117
Unit Eight Internet 125
Passage One Internet&By John Vivian 125
Passage Two Worldwide Wedge:Division and Contradiction in the Global Information Infrastructure&By Peter Golding 128
Passage Three Drudge Report&By Marcia Layton Turner 132
Passage Four Internet and International News Flow&By William A.Hachten 134
Unit Nine Education for Journalism and Communication 142
Passage One The Origin of Journalism Education&By J.Herbert Altschull 142
Passage Two Graduate Programs of Medill School of Journalism of Northwestern University 146
Passage Three What They Don t Teach at J-School&By Clyde Haberman 151
Passage Four Green-Eyeshades Versus the Chi-Squares&By Everett M.Rogers 153
Unit Ten Advertising 160
Passage One Media Choices&By John Vivian 160
Passage Two Origins of Advertising&By John Vivian 164
Passage Three Advertising:the Magic System&By Raymond Williams 166
Passage Four Advertising:Agencies and Copywriters&By Edwin Emery,Michael Emery and Nancy L.Roberts 169
Unit Eleven Public Relations 177
Passage One Defining Public Relations&By John Vivian 177
Passage Two Public Relations Services&By John Vivian 180
Passage Three Newsmaking&By Thomas R.Dye and Harmon Zeigler 182
Passage Four The Roots of Public Relations&By Edwin Emery,Michael Emery and Nancy L.Roberts 184
Unit Twelve Media Economy 193
Passage One Economic Foundation of Mass Media&By John Vivian 193
Passage Two The Two Economies&By John Fiske 197
Passage Three Television Programming&By Joseph Dominick,Barry L.Sherman,Gary Copeland 201
Passage Four Rupert Murdoch&By Daniel Webster Hollis 204
Unit Thirteen Culture Industry and Culture Studies 212
Passage One Culture Industry Reconsidered&By Theodor W.Adorno 212
Passage Two What Is British Cultural Studies？&By John Storey 216
Passage Three Properties of the New Media and a Socialist Strategy&By H.M.Enzensberger 220
Passage Four Hegemony:An Overview&By James Watson 224
Unit Fourteen Process of Mass Communication 233
Passage One Encoding/Decoding&By Stuart Hall 233
Passage Two The Acts of Communication&By Wilbur Schramm and William E.Porter 237
Passage Three The Circuit and the Acts&By Wilbur Schramm and William E.Porer 240
Passage Four Selecting the News:Gatekeeping&By James Watson 243
Unit Fifteen Effects of Mass Communication 251
Passage One Effects Studies&By John Vivian 251
Passage Two The Uses and Gratifications Model&By Wilbur Schramm and William E.Porter 254
Passage Three TV and Learning&By Joseph Dominick,Barry L.Sherman,Gary Copeland 257
Passage Four The Program of “The Martians Invasion”&By John Vivian 260
Unit Sixteen Mass Communication and Society 267
Passage One Some Social Functions of the Mass Media&By Paul F.Lazarsfeld and Robert K.Merton 267
Passage Two The Masses:The Implosion of the Social in the Medin&By Jean Baudrillard 271
Passage Three Why We Do It:A Need to Know ,a Need to Tell&By Daniel Henninger 274
Passage Four Investigative Reporting&By Edwin Emery,Michael Emery and Nancy L.Roberts 277
Unit Seventeen Mass Communication and Social Control 284
Passage One Government Manipulation of Media&By John Vivian 284
Passage Two Of the Liberty of Thought and Discussion&By John Stuart Mill 287
Passage Three The Zenger Case&By Edwin Emery,Michael Emery and Nancy L.Roberts 289
Passage Four Jefferson s View of the Press&By Edwin Emery,Michael Emery and Nancy L.Roberts 293
Unit Eighteen Laws and Ethics of Mass Communication 301
Passage One The First Amendment to the Constitution&By John Vivian 301
Passage Two Report of the Acting Chairman of PCC&By Robert Pinker 306
Passage Three Should the Names of Rape Victims Be Published？&By Alison Alexander and Jarice Hanson 308
Passage Four Attributing a Libel Is No Defense&By Melvin Mencher 310
Appendix A 318
Key to Exercises 318
Appendix B 328
Chinese Translations 328
Bibliography 406