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PART one LAYING THE GROUNDWORK1

1 Mass Communication,Culture,and Media Literacy1

What Is Mass Communication?2

Communication Defined3

Mass Communication Defined5

What Is Culture?8

Culture as Socially Constructed Shared Meaning8

Functions and Effects of Culture9

Mass Communication and Culture15

Mass Media as Cultural Storytellers16

Mass Communication as Cultural Forum17

Scope and Nature of Mass Media18

The Role of Technology19

The Role of Money20

Cultural Forum:Audience as Consumer or Audience as Product?21

Changes22

Concentration of Ownership and Conglomeration22

Globalization25

Audience Fragmentation25

Hypercommercialism26

Erosion of Distinctions among Media:Convergence27

Mass Communication,Culture,and Media Literacy29

Oral Culture29

The Invention of Writing30

Literate Culture31

The Gutenberg Revolution32

The Industrial Revolution35

Media Literacy35

Elements of Media Literacy36

Media Literacy Skills40

Living Media Literacy:Living a Media Literate Life43

Resources for Review and Discussion45

Chapter Review45

Key Terms46

Questions for Review47

Questions for Critical Thinking and Discussion47

PART two MEDIA,MEDIA INDUSTRIES,AND MEDIA AUDIENCES47

2 Books49

Book Timeline50

A Short History of Books51

Books in Colonial North America51

Books and Their Audiences56

The Cultural Value of the Book56

Media Echoes:The Role of Books in Social Movements58

Using Media to Make a Difference:Our Bodies,Ourselves60

Censorship62

Scope and Structure of the Book Industry64

Categories of Books64

From Idea to Publication66

Trends and Convergence in Book Publishing67

Convergence67

Conglomeration70

Demand for Profits and Hypercommercialism71

Growth of Small Presses75

Restructuring of Book Retailing76

Cultural Forum:Freedom to Read78

Developing Media Literacy Skills:The Lessons of Harry Potter80

Living Media Literacy:Start a Citywide Book Conversation82

Resources for Review and Discussion84

Chapter Review84

Key Terms84

Questions for Review85

Questions for Critical Thinking and Discussion85

3 Newspapers87

Newspaper Timeline88

A Short History of Newspapers90

The Earliest Newspapers90

The Modern Newspaper Emerges93

Media Echoes:Truth as a Defense against Libel:The Zenger Trial94

Newspapers and Their Audiences98

Scope and Structure of the Newspaper Industry99

Types of Newspapers99

The Newspaper as an Advertising Medium104

The Wire and Feature Services105

Trends and Convergence in Newspaper Publishing106

Loss of Competition106

Hypercommercialism and the Erosion of the Firewall107

Cultural Forum:What if There Were No Newspapers?108

Civic Journalism111

Using Media to Make a Difference:Covering the Issue of Race112

Convergence with the Internet112

Changes in Newspaper Readership116

Developing Media Literacy Skills:Interpreting Relative Placement of Stories119

Living Media Literacy:Help a School Start an Online Newspaper120

Resources for Review and Discussion121

Chapter Review121

Key Terms122

Questions for Review122

Questions for Critical Thinking and Discussion123

4 Magazines125

Magazine Timeline126

A Short History of Magazines128

The Early Magazine Industry128

The Mass Circulation Era129

The Era of Specialization131

Media Echoes:Taking On the Giants:Muckraking in the Magazines132

Magazines and Their Audiences135

Scope and Structure of the Magazine Industry135

Categories of Consumer Magazines136

Magazine Advertising137

Types of Circulation137

Measuring Circulation138

Using Media to Make a Difference:Suzuki Samurai versus Consumer Reports139

Trends and Convergence in Magazine Publishing140

Online Magazines140

New Types of Magazines142

Meeting Competition from Television142

Advertorials143

Advertiser Influence over Magazine Content144

Cultural Forum:Advertorials Aimed at Young Girls145

Developing Media Literacy Skills:Recognizing the Power of Graphics146

Living Media Literacy:Teach Teens about Magazines147

Resources for Review and Discussion149

Chapter Review149

Key Terms150

Questions for Review150

Questions for Critical Thinking and Discussion151

5 Film153

Film Timeline154

A Short History of the Movies156

The Early Entrepreneurs157

The Coming of Narrative160

The Big Studios163

Using Media to Make a Difference:African American Response to D.W.Griffith:The Lincoln and Micheaux Film Companies164

Change Comes to Hollywood165

Media Echoes:Self-Censorship in Hollywood:The Movie Ratings168

Movies and Their Audiences172

Scope and Nature of the Film Industry174

Three Component Systems174

The Studios177

Trends and Convergence in Moviemaking179

Conglomeration and the Blockbuster Mentality179

Cultural Forum:Constructing the Perfect Movie?182

Convergence Reshapes the Movie Business184

Developing Media Literacy Skills:Recognizing Product Placements187

Living Media Literacy:Smoke-Free Movies189

Resources for Review and Discussion190

Chapter Review190

Key Terms191

Questions for Review192

Questions for Critical Thinking and Discussion192

6 Radio and Sound Recording193

Radio/Recording Timeline194

A Short History of Radio and Sound Recording196

Early Radio196

Early Sound Recording198

The Coming of Broadcasting199

The Coming of Regulation200

Advertising and the Networks202

The Golden Age203

Radio and Its Audiences205

Scope and Nature of the Radio Industry206

FM,AM,and Noncommercial Radio206

Radio Is Local207

Radio Is Fragmented208

Radio Is Specialized208

Radio Is Personal209

Radio Is Mobile209

The Business of Radio209

Radio as an Advertising Medium210

Deregulation and Ownership210

Media Echoes:Problems with Radio Ratings211

Scope and Nature of the Recording Industry212

The Major Recording Companies213

Using Media to Make a Difference:Rock 'n' Roll,Radio,and Race Relations214

Cultural Forum:Rock and Rap:Selling or Selling Out?218

Trends and Convergence in Radio and Sound Recording220

The Impact of Television220

Satellite and Cable221

Digital Technology222

The Internet and the Future of the Recording Industry223

Industry-Approved Downloading224

P2P Downloading225

Digital Radio226

Web Radio226

Developing Media Literacy Skills:Listening to Shock Jocks227

Living Media Literacy:College Radio229

Resources for Review and Discussion230

Chapter Review230

Key Terms231

Questions for Review232

Questions for Critical Thinking and Discussion232

7 Television233

Television Timeline234

A Short History of Television236

Mechanical and Electronic Scanning236

The 1950s238

Television and Its Audiences245

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 Industry248

Using Media to Make a Difference:The Creation of Sesame Street250

The Networks and Program Content250

How a Program Gets on the Air252

Trends and Convergence in Television253

Cable254

VCR257

DVD258

Remote Control259

Direct Broadcast Satellite(DBS)259

Digital Video Recorders259

Digital Television260

Cultural Forum:Does DVR Make You a Thief?262

The Internet on Television264

Television and Video on the Internet265

Interactive Television265

Developing Media Literacy Skills:Recognizing Staged News266

Living Media Literacy:Turn Off Your TV269

Resources for Review and Discussion270

Chapter Review270

Key Terms270

Questions for Review271

Questions for Critical Thinking and Discussion272

8 The Internet and the World Wide Web:Changing the Paradigm273

Internet and World Wide Web Timeline274

A Short History of the Internet277

Development of the Computer278

Military Applications279

The Personal Computer281

The Internet Today282

Using the Internet283

The World Wide Web284

The Internet and Its Users286

Commercialization of the Internet288

Changes in the Mass Communication Process290

Cultural Forum:Battling Spam291

The Double Edge of Technology292

McLuhan's Renaissance293

Reconceptualizing Life in an Interconnected World295

The Internet and Freedom of Expression295

Freedom of the Press for Whom?295

Using Media to Make a Difference:MoveOn.org298

Controlling Internet Expression301

Pornography on the World Wide Web302

Copyright © 2025  最新更新

Media Echoes:Rating the Web304

Personal Identity306

Privacy307

Virtual Democracy311

Developing Media Literacy Skills:Making Our Way in an Interconnected World315

Living Media Literacy:POP for Privacy316

Resources for Review and Discussion319

Chapter Review319

Key Terms320

Questions for Review321

Questions for Critical Thinking and Discussion321

PART three MASS-MEDIATED CULTURE IN THE INFORMATION AGE321

9 Theories and Effects of Mass Communication323

Mass Communication Theories and Effects Timeline324

The Effects Debate325

Micro-versus Macro-Level Effects328

Administrative versus Critical Research329

Transmissional versus Ritual Perspective330

Defining Mass Communication Theory331

A Short History of Mass Communication Theory332

The Era of Mass Society Theory333

The Era of the Scientific Perspective335

The Era of Limited Effects Theory337

The Era of Cultural Theory346

Symbolic Interaction347

Social Construction of Reality347

Cultivation Analysis348

Critical Cultural Theory350

The Effects of Mass Communication353

Violence354

Using Media to Make a Difference:Television and the Designated Driver356

Drugs and Alcohol359

Gender and Racial/Ethnic Stereotyping361

Political Campaigns and Voting363

Cultural Forum:The Effects of Television Commercials on Childhood Obesity364

Living Media Literacy:Be a Media Effects Researcher368

Prosocial Effects368

Developing Media Literacy Skills:Applying Mass Communication Theory369

Resources for Review and Discussion370

Chapter Review370

Key Terms371

Questions for Review373

Questions for Critical Thinking and Discussion373

10 Media Freedom,Regulation,and Ethics375

Media Freedom,Regulation,and Ethics Timeline376

A Short History of the First Amendment378

Early Sentiment for a Free Press379

Defining and Refining the First Amendment379

Other Issues of Freedom and Responsibility387

Media Echoes:Larry Flynt and Protection for Expression We Don't Like389

Using Media to Make a Difference:The Red Lion Decision and the Rights of the Audience391

Social Responsibility Theory396

Media Industry Ethics397

Defining Ethics397

Three Levels of Ethics398

Balancing Conflicting Interests398

Codes of Ethics and Self-Regulation406

Developing Media Literacy Skills:Media Reform408

Cultural Forum:Run-up to War:Misuse of Anonymous Sources?409

Living Media Literacy:Confront and Complain414

Resources for Review and Discussion416

Chapter Review416

Key Terms416

Questions for Review417

Questions for Critical Thinking and Discussion418