CONTENTS
Note: Each chapter ends with the following four sections: Chapter Wrap-Up；Review Questions；For Further Learning；and For Keeping Up to Date.
Preface = xi
CHAPTER 1 ESSENTIALS ABOUT THE MASS MEDIA = 2
INTRODUCTORY VIGNETTE: ELIJAH LOVEJOY = 3
IMPORTANCE OF MASS MEDIA = 4
Pervasiveness of Mass Media = 4
Mass Communication That Informs = 5
Mass Communication That Entertains = 5
Mass Communication That Persuades = 6
Mass Communication That Binds = 6
PRIMARY MASS MEDIA = 7
Print Media = 7
Electronic Media = 8
Photo-graphic Media = 8
PARSING THE MASS MEDIA = 8
Essential Components = 8
Hot and Cool Media = 9
MASS MEDIA TRENDS = 10
Conglomeration and Its Impact = 10
Globalization = 11
Effects of Globalization = 12
Demassification = 13
Elitism and Mass Audiences = 14
Media Melding = 14
CAPITALISM AND MASS MEDIA = 15
Economic Foundation of Mass Media = 15
Advertising Revenue = 15
Media Databank: Buying Space and Time = 16
Circulation Revenue = 17
Government Subsidies = 17
EFFECTS OF ECONOMIC IMPERATIVES = 18
Effect of Quest for Large Audiences = 18
Criticism of Economic Imperatives = 18
MASS COMMUNICATION PROCESS = 19
Types of Communication = 19
Similarities of All Communication = 20
Spelling the Word "Communication" = 20
Mystery of Mass Communication = 20
DIAGRAMMING MASS COMMUNICATION PROCESS = 20
General Communication Model = 21
Concentric Circle Model = 24
Media and You: Failures to Communicate = 26
Helix Model = 27
Lasswell Model = 28
MAKING MASS COMMUNICATION WORK = 28
Mass Media as Organizations = 28
Adapting Messages to the Medium = 29
Media Abroad: Mass Media and National Development = 29
Matching Messages and Audiences = 30
CHAPTER 2 BOOKS: FIRST OF THE MASS MEDIA = 34
INTRODUCTORY VIGNETTE: JOHANNES GUTENBERG = 35
IMPORTANCE OF BOOKS = 37
Books in Human History = 37
Books in National Development = 37
DEFINING THE BOOK BUSINESS = 39
Trade Books = 39
Textbooks = 39
Media and You: Censored Books = 39
Paperbacks = 40
MEASURING COMMERCIAL SUCCESS = 40
Best-Sellers = 40
Media Tomorrow: Multimedia Encyclopedia = 42
Why People Buy Books = 42
SPECIALTY PUBLISHERS = 42
U.S. Government Printing Office = 42
Small Presses = 43
Vanity Press = 43
THE CREATION OF A BOOK = 44
Writing on Speculation = 44
Publisher Initiative = 45
Author-Publisher Collaboration = 46
Why Authors Need Publishers = 46
MARKETING BOOKS = 47
Mass Marketing and Promotion = 47
Subsidiary Rights = 49
BOOK INDUSTRY
CONGLOMERATION = 50
Sustaining Growth = 50
Positive Effects of Conglomeration = 50
Media Tomorrow: On-Line Publishing = 51
Dubious Effects of Conglomeration = 52
Media Databank: Corporate Connections = 53
THE MASS MARKETING DEBATE = 54
Shopping Mall Book Retailing = 54
Populist Versus Elitist Views = 55
BLOCKBUSTERS = 55
Authors in Starring Roles = 55
Marketing Tools Versus Informed Intuition = 57
CHAPTER 3 MAGAZINES: AN INNOVATIVE MASS MEDIUM = 60
INTRODUCTORY VIGNETTE / JANN WENNER = 61
THE INFLUENCE OF MAGAZINES = 63
Contributing to Nationhood = 63
A National Advertising Medium = 63
Massive Magazine Audience = 63
Media and You: Magazine Survival = 64
MAGAZINES AS MEDIA INNOVATORS = 64
Investigative Reporting = 64
Personality Profiles = 65
Photojournalism = 65
Audience Breakdowns = 68
CONSUMER MAGAZINES = 68
Circulation Leaders = 68
Media Databank: Largest Magazines = 69
Newsmagazines = 70
Media People: DeWitt and Lila Wallace = 71
Sunday Newspaper Supplements = 71
Media People: Helen Gurley Brown = 72
Women's Magazines = 73
Men's Magazines = 73
Media People: John Johnson = 74
Magazines for the Intelligentsia = 75
NON-NEWSSTAND MAGAZINES = 75
Sponsored Magazines = 75
Trade Journals = 76
Criticism of Trades Magazines = 77
MAGAZINE STAFFS = 77
Editorial = 77
Advertising and Circulation = 78
MAGAZINE GLOBALIZATION = 79
Imported and Exported Magazines = 79
Media Abroad: Reader's Digest in Russia = 80
Transnational Magazine Ownership = 81
Cooperative International Agreements = 81
MAGAZINE DEMASSIFICATION = 82
Heyday of Mass Magazines = 82
Assault From Television = 82
A Narrower Focus = 82
Critics of Demassification = 83
MAGAZINE CHALLENGES = 84
Hazards of Demassification = 84
Impact of Economic Recession = 85
New Competition = 85
Cutting Costs = 86
Newsstand or Subscriptions = 86
CHAPTER 4 NEWSPAPERS: A MEDIUM FOR NEWS = 90
INTRODUCTORY VIGNETTE: AL NEUHARTH = 91
TWO NEWSPAPERS TRENDS = 92
Newspaper Chain Ownership = 92
Assessing Chain Ownership = 93
Media Databank: Newspaper Chains = 94
Media Databank: Newsroom Salaries = 96
Social Responsibility Theme = 97
Exceptions to Social Responsibility = 99
Newspaper Trends at Odds = 99
NATIONAL DAILIES = 101
Wall Street Journal = 101
USA Today = 104
Christian Science Monitor = 106
Media Abroad: Australia's Transcontinental Newspaper = 107
HOMETOWN PROVINCIAL PRESS = 108
Metro Dailies = 108
Hometown Dailies = 109
CHALLENGES FOR DAILY PRESS = 109
Circulation Patterns = 109
Media Databank: Daily Newspaper Circulation = 110
Advertising Patterns = 110
Media Tomorrow: Newspaper Automation = 111
Prospects for the Daily Press = 112
WEEKLY NEWSPAPERS = 113
Community Weeklies = 113
Shoppers and TMCs = 114
ALTERNATIVE AND MINORITY NEWSPAPERS = 115
Counter-Culture Newspapers = 115
Gay News-papers = 116
Black Newspapers = 116
Foreign-Language Newspapers = 117
CNN VIDEO CASE STUDY: THE NEW YORK DAILY NEWS = 120
CHAPTER 5 RECORDS: SPINNING THE MUSIC = 122
INTRODUCTORY VIGNETTE / ALAN FREED = 123
RECORDED MUSIC AS A SOCIAL FORCE = 124
Rallying Power = 124
Bringing About Change = 125
Reflection of Changing Values = 125
SOUND RECORDING
TECHNOLOGY = 126
Vibration-Sensitive Recording = 126
Electrical Recording = 127
Vinyl Records and Micro-grooves = 127
The Stereo and Digital Revolutions = 128
BUMPY ECONOMIC PROGRESS = 129
Finding a Market = 129
Boom and Bust = 129
Rock 'n' Roll Jolt = 130
Horrific 1979 = 131
Re in the 1980s = 131
UNCERTAINTIES AHEAD = 132
New Disc and Tape Formats = 132
Performer Megadeals = 133
MAKING AND SELLING RECORDS = 134
Artists and Repertoires = 134
Recording Studios = 134
Airplay and Marketing = 136
Measures of Commercial Success = 136
INTERDEPENDENCE WITH RADIO = 137
Record-Radio Partnership = 137
Payola Question = 138
Home-Dubbing Revenue Drain = 138
Audio and Video Piracy = 139
A CONSOLIDATED INDUSTRY = 140
Majors and Indies = 140
Antitrust Specter = 141
Media Databank: Conglomeration and Globalization = 141
Cultural Issues = 142
RECORD CENSORSHIP = 143
Objectional Music = 143
CHAPTER 6 MOVIES: A GLAMOUR MEDIUM = 148
INTRODUCTORY VIGNETTE / SPIKE LEE = 149
Impact of Motion Pictures = 151
Overwhelming Experience = 151
Hollywood's Cultural Influence = 151
TECHNICAL HERITAGE OF MOVIES = 152
An Adaptation from Photography = 152
Adding Sound to Pictures = 153
THREE CRISES THAT RESHAPED HOLLYWOOD = 153
The Hollywood 10 = 153
Court Ban on Vertical Integration = 154
The Challenge From Television = 156
HOLLYWOOD RESPONSE TO TELEVISION = 156
Technical Innovation = 156
"Media People: Steven Spielberg = 157
Content Innovation = 157
MELDING OF MOVIES AND TELEVISION = 159
Reconciliation of Competing Industries = 159
Media People: Robert Flaherty = 160
First Runs and After-Markets = 159
MOVIE EXHIBITORS = 162
Early Exhibition Facilities = 162
Multi-Screen Theaters = 162
Box-Office Income = 163
FINANCING FOR MOVIES = 164
The Lesson of "Intolerance" = 164
Artistic Versus Budget Issues Today = 164
Financing Sources = 165
Media Abroad: High-Brow Movies = 167
MOVIE CENSORSHIP = 167
Morality as an Issue = 167
Media Abroad: Movies of India = 168
Movies and Changing Mores = 169
Current Movie Code = 169
OTHER ONGOING ISSUES AND TRENDS = 170
New Vertical Integration = 170
Commercial Versus Artistic Priorities = 171
CHAPTER 7 RADIO: A MEDIUM OF INSTANT COMMUNICATION = 174
INTRODUCTORY VIGNETTE / JOHN BRINKLEY = 175
TECHNICAL DEVELOPMENT = 177
Electromagnetic Spectrum = 177
Transmitting Voices = 178
GOVERNMENT REGULATION = 178
Common-Sense Legislation = 178
Tighter Regulation = 180
Engineering Regulations = 180
Ownership Regulations = 181
Content Regulation = 181
Regulating the Networks = 183
CHARACTERISTICS OF AMERICAN RADIO = 183
Radio in the Private Sector = 183
Role of Advertising = 183
Noncommercial Radio = 184
RADIO AS ENTERTAINMENT = 184
Early Mass Programming = 185
Formats for Specific Audiences = 185
RADIO NEWS = 186
Pioneer Radio News = 186
McLendon Influence = 187
Decline of Radio News = 188
Media Abroad: BBC: "This Is London" = 189
Talk Formats = 191
RADIO NETWORKS = 192
Four Traditional Networks = 192
Affiliate-Net-work Relations = 193
Effects of Television = 193
DEREGULATION = 194
Scope of Deregulation = 194
Criticism of Deregulation = 195
CHAPTER 8 TELEVISION: ELECTRONIC MOVING PICTURES = 198
INTRODUCTORY VIGNETTE: TED TURNER = 199
IMPACT OF TELEVISION = 201
Mass Media Shake-Up = 201
Pervasive Medium, Persuasive Messages = 202
Cultural Impact = 203
TECHNOLOGICAL DEVELOPMENT = 204
Electronic Scanning = 204
Integrated Standardization = 204
STRUCTURE OF AMERICAN TELEVISION = 205
Dual National System = 205
Media Abroad: Japanese Television = 205
Network-Affiliate Relations = 206
ENTERTAINMENT PROGRAMMING = 208
Radio Heritage = 208
Changing Program Standards = 209
TELEVISION NEWS = 210
Talking Heads and Newsreels = 210
Local News = 211
Media People: Christine Craft = 212
TELEVISION NETWORKS TODAY = 212
The Traditional Networks = 212
The Cable Challenge = 214
PROGRAM SOURCES = 215
Producing News Programs = 215
Producing Entertainment Programs = 215
Producing Advertisements = 216
Government Programs = 216
FRAGMENTING AUDIENCE = 216
Cable Innovations = 216
Media Tomorrow: Satellite Relays = 217
Network Belt-Tightening = 218
Even More Channels = 219
Pay Services = 219
CNN VIDEO CASE STUDY: HIGH-DEFINITION TELEVISION = 222
CHAPTER 9 JOURNALISM: GATHERING AND TELLING NEWS = 224
INTRODUCTORY VIGNETTE / SUSAN ZIRINSKY = 225
NEWS MEDIA TRADITIONS = 226
Colonial Roots: Quest for Independence = 226
Party Period: Partisanship Reigns = 226
Penny Press: Reaching the Masses = 229
Yellow Press Period: Gee-Whiz Journalism = 232
PERSONAL VALUES IN NEWS = 234
Role of the Journalist = 234
Journalists' Personal Values = 235
Journalistic Bias = 238
VARIABLES AFFECTING NEWS = 240
News Hole = 240
News Flow and Staffing = 240
Perceptions About Audience = 241
Availability of Material = 241
"Competition = 241
Media People: The Composite Journalist = 242
NON-NEWSROOM INFLUENCES ON NEWS = 242
Executive Orders = 242
Advertiser Pressure = 243
Pressure From Sources = 244
GATEKEEPING IN NEWS = 245
Gatekeepers' Responsibilities = 245
Gatekeepers at Work = 245
GLOBAL GATEKEEPING: THE NEWS SERVICES = 246
Competition for Faraway News = 246
Associated Press = 247
United Press International = 247
Supplemental Services = 248
Video News Services = 248
SYNDICATE INFLUENCE ON NEWS = 248
Newspaper Syndicates = 248
Media Abroad: Reuter's Pigeon Service = 249
Media Tomorrow: Newspaper Automation = 250
Media and You: The Price of Diversity = 251
JOURNALISM TRENDS = 252
Exploratory Reporting = 252
Soft News = 253
CHAPTER 10 PUBLIC RELATIONS: WINNING HEARTS AND MINDS = 256
INTRODUCTORY VIGNETTE: THE KUWAIT TESTIMONY = 257
IMPORTANCE OF PUBLIC RELATIONS = 259
Defining Public Relations = 259
Public Relations in a Democracy = 260
ORIGINS OF PUBLIC RELATIONS = 261
Moguls in Trouble = 261
The Ideas of Ivy Lee = 262
Public Relations on a New Scale = 264
STRUCTURE OF PUBLIC RELATIONS = 265
Policy Role of Public Relations = 265
How Public Relations Is Organized = 266
Public Relations Agencies = 266
PUBLIC RELATIONS SERVICES = 267
Activities Beyond Publicity = 267
Media Databank: Major Public Relations Companies = 268
Public Relations and Advertising = 269
MEDIA RELATIONS = 270
Open Media Relations = 270
Proactive Media Relations = 272
Ambivalence in Media Relations = 274
Adversarial Public Relations = 274
PROFESSIONALIZATION = 276
Tarnished Heritage = 276
Standards and Certification = 277
CHAPTER 11 ADVERTISING: SELLING GOODS AND SERVICES = 280
INTRODUCTORY VIGNETTE / CHRIS WHITTLE = 281
IMPORTANCE OF ADVERTISING = 283
Advertising and Consumer Economies = 283
Advertising and Prosperity = 283
Advertising and Democracy = 284
ORIGINS OF ADVERTISING = 285
Stepchild of Technology = 285
Industrial Revolution Spinoffs = 285
Pioneer Agencies = 286
ADVERTISING AGENCIES = 287
Agency Structure = 287
Agency-Media Relations = 287
Media Databank: Largest Advertising Agencies = 288
Media Role in Creating Advertising = 288
Advertiser Role in Advertising = 289
PLACING ADVERTISEMENTS = 289
Media Advertising Plans = 289
Media Databank: Advertising Spending = 290
Advertising Media = 290
Saturation Advertising = 292
PITCHING MESSAGES = 292
Importance of Brands = 292
Lowest Common Denominator = 293
Market Segments = 294
Redundancy Techniques = 294
RESEARCH AND PSYCHOLOGY = 296
Motivational Research = 296
Subliminal Advertising = 296
CONGLOMERATION AND GLOBALIZATION = 298
Acquisition Binge = 298
Agency Consolidation Problems = 299
ADVERTISING REGULATION = 300
Gatekeeping Regulation by Media = 300
Industry Self-Regulation = 300
Government Regulation = 303
Easing of Regulation = 303
UNRESOLVED PROBLEMS AND ISSUES = 304
Advertising Clutter = 304
Excesses in Creativity = 305
An Overrated Marketing Tool? = 305
CNN VIDEO CASE STUDY: THE LOBBYISTS = 308
CHAPTER 12 MEDIA RESEARCH: THE QUEST FOR USEFUL DATA = 310
INTRODUCTORY VIGNETTE / GEORGE GALLUP = 311
PUBLIC OPINION SURVEYING = 313
The Surveying Industry = 313
Probability Sampling = 313
Quota Sampling = 315
Evaluating Surveys = 315
Latter-Day Straw Polls = 316
MEASURING AUDIENCE SIZE = 317
Newspaper and Magazine Audits = 317
Media and You: Judging Surveys = 317
Broadcast Ratings = 318
Audience Measurement Techniques = 319
Criticism of Ratings = 320
MEASURING AUDIENCE REACTION = 323
Checking Whether Ads Work = 323
Focus Groups = 324
Galvanic Skin Checks = 324
Proto-type Research = 325
AUDIENCE ANALYSIS = 325
Demographics = 326
Geodemographics = 326
Psychographics = 326
APPLIED AND THEORETICAL RESEARCH = 330
Media-Sponsored Research = 330
Mass Communication Scholarship = 331
CHAPTER 13 MASS MEDIA EFFECTS ON INDIVIDUALS = 334
INTRODUCTORY VIGNETTE: ORSON WELLES = 335
EFFECTS STUDIES = 337
Powerful Effects Theory = 337
Minimalist Effects Theory = 338
Media and You: Opinion Leaders = 339
Cumulative Effects Theory = 339
USES AND GRATIFICATIONS STUDIES = 340
Challenges to Audience Passivity = 340
Surveillance Function = 340
Socialization Function = 341
Diversion Function = 342
Consistency Theory = 342
INDIVIDUAL SELECTIVITY = 342
Selective Exposure = 343
Selective Perception = 343
Selective Retention = 343
SOCIALIZATION = 345
Media's Initiating Role = 345
Role Models = 345
Stereotyping = 346
Socialization Via Eavesdropping = 347
EFFECTS OF MEDIA-DEPICTED VIOLENCE = 348
Learning About Violence = 348
Media Violence as Positive = 348
Prodding Socially Positive Action = 349
Media Violence as Negative = 349
Media and You: Aggressive Reaction = 351
Catalytic Theory = 352
Societally Debilitating Effects = 353
Tolerance of Violence = 353
MEDIA AGENDA SETTING FOR INDIVIDUALS = 355
Media Selection of Issues = 355
Intra-Media Agenda Setting = 356
MEDIA-INDUCED ANXIETY AND APATHY = 356
Information Anxiety = 356
Media-Induced Passivity = 357
Well-Informed Futility = 358
CHAPTER 14 MASS MEDIA AND SOCIETY = 360
INTRODUCTORY VIGNETTE: THE LICHTER-ROTHMAN STUDIES = 361
MEDIA ROLE IN CULTURE = 362
Elitist Versus Populist Values = 363
The Case Against Pop Art = 364
Pop Art Revisionism = 364
Media and You: Identifying Kitsch = 366
SOCIAL STABILITY = 367
Media-Induced Ritual = 367
The Media and the Status Quo = 367
The Media and Cognitive Dissonance = 368
Agenda Setting and Status Conferral = 370
Media and Mortality = 371
CULTURAL TRANSMISSION = 372
Historical Transmission = 372
Contemporary Transmission = 372
MASS MEDIA AND FUNDAMENTAL CHANGE = 374
Human Alienation = 374
Television and the Global Village = 374
CULTURAL INTRUSION = 375
Latter-Day Imperialism = 375
Defending Western Hegemony = 376
Media Abroad: Americanizing the World = 377
Transnational Cultural Enrichment = 378
CNN VIDEO CASE STUDY: VIOLENCE IN THE MEDIA = 380
CHAPTER 15 MASS MEDIA IN A POLITICAL ENVIRONMENT = 382
INTRODUCTORY VIGNETTE / JOHN TWYN = 383
POLITICAL-MEDIA SYSTEMS = 385
Authoritarian = 385
Libertarian = 385
Communist = 385
AUTHORITARIAN SYSTEMS = 385
England Under Henry VIII = 386
Methods of Authoritarian Control = 387
Effectiveness of Authoritarian Controls = 388
Media Abroad Box: Journalism Colombia-Style = 389
Nature of Truth = 390
Media Abroad Box: Authoritarianism in the Video Age = 391
COMMUNIST SYSTEMS = 392
Marxist Underpinnings = 392
Marxist Notion of Truth = 393
Distinguishing Media Systems = 393
Media Unified With Government = 394
LIBERTARIAN SYSTEMS = 396
Optimism About the Human Mind = 396
Market-place of Ideas = 396
First Amendment = 397
Libertarians and Religion = 398
FREEDOM AND RESPONSIBILITY = 398
Flawed Libertarian Assumptions = 398
Hutchins Commission = 399
CHAPTER 16 MEDIA LAW AND REGULATION = 402
INTRODUCTORY VIGNETTE / JAY NEAR = 403
THE U.S. CONSTITUTION = 405
First Amendment = 405
Scope of First Amendment = 405
PRIOR RESTRAINT = 406
Public Nuisances = 406
National Security = 407
Military Operations = 408
"Fire!" in a Crowded Theater = 409
APPROPRIATION AND PUBLICITY = 410
Commercial Exploitation = 410
Right of Publicity = 411
PRIVACY LAW = 411
Intruding on Solitude = 412
Harrassment = 412
LIBEL = 413
Libel and Its Effect = 413
The Sullivan Decin = 414
Fair Comment and Criticism = 415
NEWS GATHERING = 416
Sunshine Laws = 416
Media Abroad: Press Law in Britain = 417
Confidential Sources = 418
OBSCENITY AND PORNOGRAPHY = 419
Import Restrictions = 419
Postal Restrictions = 419
CENSORSHIP TODAY = 420
Local Censorship = 420
Library and School Boards = 421
Meese Pornography Commission = 421
CHAPTER 17 ETHICS AND THE MASS MEDIA = 424
INTRODUCTORY VIGNETTE: ARTHUR ASHE = 425
THE DIFFICULTY OF ETHICS = 427
Prescriptive Ethics Codes = 427
Conflict in Duties = 428
Media and You: Naming Rape Victims = 429
MORAL PRINCIPLES = 431
The Golden Mean = 431
"Do Unto Others" = 432
Categorical Imperatives = 432
Utilitarian Ethics = 433
Pragmatic Ethics = 433
Egalitarian Ethics = 434
Social Responsibility Ethics = 434
PROCESS VERSUS CONSEQUENCE = 434
Deontological Ethics = 434
Teleological Ethics = 435
Situational Ethics = 435
ETHICS AND OTHER ISSUES = 436
Differentiating Ethics and Law = 436
Accepted Practices = 436
Prudence and Ethics = 437
UNSETTLED, UNSETTLING ISSUES = 437
Plagiarism = 437
Misrepresentation = 439
Gifts, Junkets and Meals = 441
Media and You: Appearances and Ethics = 442
