PART one LAYING THE GROUNDWORK 1
1 Mass Communication,Culture,and Media Literacy 1
What Is Mass Communication? 2
Communication Defined 3
Mass Communication Defined 5
What Is Culture? 8
Culture as Socially Constructed Shared Meaning 8
Functions and Effects of Culture 9
Mass Communication and Culture 15
Mass Media as Cultural Storytellers 16
Mass Communication as Cultural Forum 17
Scope and Nature of Mass Media 18
The Role of Technology 19
The Role of Money 20
Cultural Forum:Audience as Consumer or Audience as Product? 21
Changes 22
Concentration of Ownership and Conglomeration 22
Globalization 25
Audience Fragmentation 25
Hypercommercialism 26
Erosion of Distinctions among Media:Convergence 27
Mass Communication,Culture,and Media Literacy 29
Oral Culture 29
The Invention of Writing 30
Literate Culture 31
The Gutenberg Revolution 32
The Industrial Revolution 35
Media Literacy 35
Elements of Media Literacy 36
Media Literacy Skills 40
Living Media Literacy:Living a Media Literate Life 43
Resources for Review and Discussion 45
Chapter Review 45
Key Terms 46
Questions for Review 47
Questions for Critical Thinking and Discussion 47
PART two MEDIA,MEDIA INDUSTRIES,AND MEDIA AUDIENCES 47
2 Books 49
Book Timeline 50
A Short History of Books 51
Books in Colonial North America 51
Books and Their Audiences 56
The Cultural Value of the Book 56
Media Echoes:The Role of Books in Social Movements 58
Using Media to Make a Difference:Our Bodies,Ourselves 60
Censorship 62
Scope and Structure of the Book Industry 64
Categories of Books 64
From Idea to Publication 66
Trends and Convergence in Book Publishing 67
Convergence 67
Conglomeration 70
Demand for Profits and Hypercommercialism 71
Growth of Small Presses 75
Restructuring of Book Retailing 76
Cultural Forum:Freedom to Read 78
Developing Media Literacy Skills:The Lessons of Harry Potter 80
Living Media Literacy:Start a Citywide Book Conversation 82
Resources for Review and Discussion 84
Chapter Review 84
Key Terms 84
Questions for Review 85
Questions for Critical Thinking and Discussion 85
3 Newspapers 87
Newspaper Timeline 88
A Short History of Newspapers 90
The Earliest Newspapers 90
The Modern Newspaper Emerges 93
Media Echoes:Truth as a Defense against Libel:The Zenger Trial 94
Newspapers and Their Audiences 98
Scope and Structure of the Newspaper Industry 99
Types of Newspapers 99
The Newspaper as an Advertising Medium 104
The Wire and Feature Services 105
Trends and Convergence in Newspaper Publishing 106
Loss of Competition 106
Hypercommercialism and the Erosion of the Firewall 107
Cultural Forum:What if There Were No Newspapers? 108
Civic Journalism 111
Using Media to Make a Difference:Covering the Issue of Race 112
Convergence with the Internet 112
Changes in Newspaper Readership 116
Developing Media Literacy Skills:Interpreting Relative Placement of Stories 119
Living Media Literacy:Help a School Start an Online Newspaper 120
Resources for Review and Discussion 121
Chapter Review 121
Key Terms 122
Questions for Review 122
Questions for Critical Thinking and Discussion 123
4 Magazines 125
Magazine Timeline 126
A Short History of Magazines 128
The Early Magazine Industry 128
The Mass Circulation Era 129
The Era of Specialization 131
Media Echoes:Taking On the Giants:Muckraking in the Magazines 132
Magazines and Their Audiences 135
Scope and Structure of the Magazine Industry 135
Categories of Consumer Magazines 136
Magazine Advertising 137
Types of Circulation 137
Measuring Circulation 138
Using Media to Make a Difference:Suzuki Samurai versus Consumer Reports 139
Trends and Convergence in Magazine Publishing 140
Online Magazines 140
New Types of Magazines 142
Meeting Competition from Television 142
Advertorials 143
Advertiser Influence over Magazine Content 144
Cultural Forum:Advertorials Aimed at Young Girls 145
Developing Media Literacy Skills:Recognizing the Power of Graphics 146
Living Media Literacy:Teach Teens about Magazines 147
Resources for Review and Discussion 149
Chapter Review 149
Key Terms 150
Questions for Review 150
Questions for Critical Thinking and Discussion 151
5 Film 153
Film Timeline 154
A Short History of the Movies 156
The Early Entrepreneurs 157
The Coming of Narrative 160
The Big Studios 163
Using Media to Make a Difference:African American Response to D.W.Griffith:The Lincoln and Micheaux Film Companies 164
Change Comes to Hollywood 165
Media Echoes:Self-Censorship in Hollywood:The Movie Ratings 168
Movies and Their Audiences 172
Scope and Nature of the Film Industry 174
Three Component Systems 174
The Studios 177
Trends and Convergence in Moviemaking 179
Conglomeration and the Blockbuster Mentality 179
Cultural Forum:Constructing the Perfect Movie? 182
Convergence Reshapes the Movie Business 184
Developing Media Literacy Skills:Recognizing Product Placements 187
Living Media Literacy:Smoke-Free Movies 189
Resources for Review and Discussion 190
Chapter Review 190
Key Terms 191
Questions for Review 192
Questions for Critical Thinking and Discussion 192
6 Radio and Sound Recording 193
Radio/Recording Timeline 194
A Short History of Radio and Sound Recording 196
Early Radio 196
Early Sound Recording 198
The Coming of Broadcasting 199
The Coming of Regulation 200
Advertising and the Networks 202
The Golden Age 203
Radio and Its Audiences 205
Scope and Nature of the Radio Industry 206
FM,AM,and Noncommercial Radio 206
Radio Is Local 207
Radio Is Fragmented 208
Radio Is Specialized 208
Radio Is Personal 209
Radio Is Mobile 209
The Business of Radio 209
Radio as an Advertising Medium 210
Deregulation and Ownership 210
Media Echoes:Problems with Radio Ratings 211
Scope and Nature of the Recording Industry 212
The Major Recording Companies 213
Using Media to Make a Difference:Rock 'n' Roll,Radio,and Race Relations 214
Cultural Forum:Rock and Rap:Selling or Selling Out? 218
Trends and Convergence in Radio and Sound Recording 220
The Impact of Television 220
Satellite and Cable 221
Digital Technology 222
The Internet and the Future of the Recording Industry 223
Industry-Approved Downloading 224
P2P Downloading 225
Digital Radio 226
Web Radio 226
Developing Media Literacy Skills:Listening to Shock Jocks 227
Living Media Literacy:College Radio 229
Resources for Review and Discussion 230
Chapter Review 230
Key Terms 231
Questions for Review 232
Questions for Critical Thinking and Discussion 232
7 Television 233
Television Timeline 234
A Short History of Television 236
Mechanical and Electronic Scanning 236
The 1950s 238
Television and Its Audiences 245
Media Echoes:Can't Find Them or They Aren't There?Where Have All the Boys and Minorities Gone? 246
Scope and Nature of the Television Industry 248
Using Media to Make a Difference:The Creation of Sesame Street 250
The Networks and Program Content 250
How a Program Gets on the Air 252
Trends and Convergence in Television 253
Cable 254
VCR 257
DVD 258
Remote Control 259
Direct Broadcast Satellite(DBS) 259
Digital Video Recorders 259
Digital Television 260
Cultural Forum:Does DVR Make You a Thief? 262
The Internet on Television 264
Television and Video on the Internet 265
Interactive Television 265
Developing Media Literacy Skills:Recognizing Staged News 266
Living Media Literacy:Turn Off Your TV 269
Resources for Review and Discussion 270
Chapter Review 270
Key Terms 270
Questions for Review 271
Questions for Critical Thinking and Discussion 272
8 The Internet and the World Wide Web:Changing the Paradigm 273
Internet and World Wide Web Timeline 274
A Short History of the Internet 277
Development of the Computer 278
Military Applications 279
The Personal Computer 281
The Internet Today 282
Using the Internet 283
The World Wide Web 284
The Internet and Its Users 286
Commercialization of the Internet 288
Changes in the Mass Communication Process 290
Cultural Forum:Battling Spam 291
The Double Edge of Technology 292
McLuhan's Renaissance 293
Reconceptualizing Life in an Interconnected World 295
The Internet and Freedom of Expression 295
Freedom of the Press for Whom? 295
Using Media to Make a Difference:MoveOn.org 298
Controlling Internet Expression 301
Pornography on the World Wide Web 302
Copyright(Intellectual Property Ownership) 303
Media Echoes:Rating the Web 304
Personal Identity 306
Privacy 307
Virtual Democracy 311
Developing Media Literacy Skills:Making Our Way in an Interconnected World 315
Living Media Literacy:POP for Privacy 316
Resources for Review and Discussion 319
Chapter Review 319
Key Terms 320
Questions for Review 321
Questions for Critical Thinking and Discussion 321
PART three MASS-MEDIATED CULTURE IN THE INFORMATION AGE 321
9 Theories and Effects of Mass Communication 323
Mass Communication Theories and Effects Timeline 324
The Effects Debate 325
Micro-versus Macro-Level Effects 328
Administrative versus Critical Research 329
Transmissional versus Ritual Perspective 330
Defining Mass Communication Theory 331
A Short History of Mass Communication Theory 332
The Era of Mass Society Theory 333
The Era of the Scientific Perspective 335
The Era of Limited Effects Theory 337
The Era of Cultural Theory 346
Symbolic Interaction 347
Social Construction of Reality 347
Cultivation Analysis 348
Critical Cultural Theory 350
The Effects of Mass Communication 353
Violence 354
Using Media to Make a Difference:Television and the Designated Driver 356
Drugs and Alcohol 359
Gender and Racial/Ethnic Stereotyping 361
Political Campaigns and Voting 363
Cultural Forum:The Effects of Television Commercials on Childhood Obesity 364
Living Media Literacy:Be a Media Effects Researcher 368
Prosocial Effects 368
Developing Media Literacy Skills:Applying Mass Communication Theory 369
Resources for Review and Discussion 370
Chapter Review 370
Key Terms 371
Questions for Review 373
Questions for Critical Thinking and Discussion 373
10 Media Freedom,Regulation,and Ethics 375
Media Freedom,Regulation,and Ethics Timeline 376
A Short History of the First Amendment 378
Early Sentiment for a Free Press 379
Defining and Refining the First Amendment 379
Other Issues of Freedom and Responsibility 387
Media Echoes:Larry Flynt and Protection for Expression We Don't Like 389
Using Media to Make a Difference:The Red Lion Decision and the Rights of the Audience 391
Social Responsibility Theory 396
Media Industry Ethics 397
Defining Ethics 397
Three Levels of Ethics 398
Balancing Conflicting Interests 398
Codes of Ethics and Self-Regulation 406
Developing Media Literacy Skills:Media Reform 408
Cultural Forum:Run-up to War:Misuse of Anonymous Sources? 409
Living Media Literacy:Confront and Complain 414
Resources for Review and Discussion 416
Chapter Review 416
Key Terms 416
Questions for Review 417
Questions for Critical Thinking and Discussion 418