CONTENTS
PREFACE = xviii
CHAPTER 1 CHANGING MEDIA ENVIRONMENT = 2
What Is Media Convergence? = 5
The Rise of the Internet = 5
Converging Technologies = 6
Converging Industries = 7
Changing Lifestyles = 7
Changing Careers = 7
Changing Regulations : The Telecommunications Act of 1996 = 8
Shifting Social Issues = 9
The World Wide Web and Mass Media Studies = 10
New Term : Communications Media = 10
PROFILE : Mr. AOL = 11
The Development of Communications Media = 12
Preagricultural Society = 12
Agricultural Society = 12
Industrial Society = 13
Information Society = 14
Conventional View of Mass Media = 15
The SMCR Model = 15
Contemporary View of Mass Communication = 17
The Audience Is Powerful = 17
Emphasis on Interactivity = 19
Production to the Desktop, Power to the People? = 20
The Digital Revolution = 20
Advantages of Digital Media = 20
TECHNOLOGY DEMYSTIFIED : A Digital Media Primer = 21
TECHNOLOGY DEMYSTIFIED : Sharing with Packet Switching = 22
Communications Media Make the Switch to Digital = 23
MEDIA WATCH : Watch the Industries Merge and Converge = 26
Summary and Review = 27
MEDIA IMPACT : The Scandal of the Year = 28
CHAPTER 2 MEDIA THEORY = 30
Media Economics = 33
Mass Production, Mass Distribution : The Keys to Economic Success = 33
Ownership Patterns = 35
MEDIA WATCH : Follow the Money = 37
The Profit Motive = 37
Sources of Media Revenue = 38
From Mass Markets to Market Segments = 41
Critical Studies = 42
Political Economy = 42
Setting the Agenda = 43
Gatekeeping and Framing = 44
Opinion Leaders = 45
Literary Criticism = 45
The Active Audience = 46
Societal Functions of the Media = 47
Functions of the Mass Media = 47
MEDIA IMPACT : Where Have All the Theories Gone? = 48
Functions of New Communications Media = 49
Social Learning Theory = 49
Social Learning of Media Behavior = 49
Social Learning vs. Uses and Gratifications = 50
Diffusion of Innovations = 51
PROFILE : The Most Widely Cited Living Social Scientist = 51
Summary and Review = 53
CHAPTER 3 BOOKS AND MAGAZINES = 56
A Brief History of Print Communication = 58
Early Print Media = 58
The Gutenberg Revolution = 60
Early Print Media in America = 61
MEDIA IMPACT : Early Magazines and Books = 63
PROFILE : Savior or Destroyer of The New Yorker? = 68
Modern Publishing = 69
MEDIA WATCH : 'Zines = 70
Technology Trends in Books and Magazines = 71
Publishing Changes with the Internet = 73
TECHNOLOGY TRENDS : Internet Magazines Get Serious = 73
TECHNOLOGY TRENDS : Cuddling Up with a Nice Electronic Book = 75
Print Genres and Forms = 77
Book Publishing = 77
Magazines Genres : Where Does Segmentation Stop? = 78
Industry Organization = 80
Magazine Industry Consolidation = 80
Magazine Distribution = 81
Publishing Houses and Groups = 81
Bookstores = 82
Selling Books and Magazines On-Line = 83
Audiences for Books and Magazines = 83
Policy Issues for Print Media = 85
Consolidation and Concentration of Ownership = 85
Intellectual Property and Copyright = 86
Censorship, Freedom of Speech, and the First Amendment = 87
MEDIA ETHICS : "Sexing Up" Cosmo = 88
Summary and Review = 89
CHAPTER 4 NEWSPAPERS = 92
A Brief History of Newspaper Publishing = 94
The Colonial and Revolutionary Periods = 94
Newspapers in the 1800s = 96
Ethnic and Minority Press = 96
The Penny Press and the Rise of Mass Newspapers = 97
MEDIA WATCH : The Tweed Ring and the Dangers of the Advertising Bottom Line = 100
Pulitzer vs. Hearst : The Rise of Yellow Journalism = 100
MEDIA WATCH : Citizen Hearst and the Spanish-American War = 101
Newspapers Peak and Decline after 1900 = 103
Investigative Reporting and Watergate = 106
Trends in Newspaper Technology = 107
Technology in Newsgathering = 108
Technology in Newspaper Production 108
TECHNOLOGY TRENDS : The Fax Gazette ： Back to the Future of Newspapers = 109
Technology in Newspaper Distribution = 109
Technology in Newspaper Advertising = 111
Newspaper Industry Organization = 112
Newspaper Economics = 112
The Newspaper Publishing Industry = 112
MEDIA WATCH : Television and McPaper = 114
Newspaper Content Genres = 116
Newspaper Sections and Contents = 116
Audiences for Newspapers = 117
Newspaper Policy and Ethical Issues = 118
Newspaper Consolidation, Chains, and Shakeout = 118
Freedom of Speech and the First Amendment = 118
Libel = 119
Privacy of Newsmakers = 119
Reporting and Content = 119
MEDIA ETHICS : The Ethics of "Tabloidization" = 120
Accuracy and Truthfulness = 120
Coverage of Sex and Scandal = 121
MEDIA IMPACT : Matt Drudge Shakes Up the Press = 122
Journalism Education = 123
Newspapers, Gatekeeping and "Information Glut" = 123
PROFILE : Breaking Down Walls = 124
Summary and Review 125
CHAPTER 5 RADIO AND RECORDED MUSIC = 128
A Brief History of Audio Media = 130
Wireless Radio Telegraphy 132
MEDIA IMPACT : Radio and the Sinking of the Titanic = 133
Early Sound Broadcasting 133
MEDIA IMPACT : David Sarnoff and the Radio Music Box = 134
The Rise of Radio Networks = 136
MEDIA WATCH : BBC, License Fees, and the Road Not Taken = 137
MEDIA IMPACT : Frank Sinatra, Teen Heart-Throb = 138
The Fall of the Radio Networks = 139
The Boom in Recorded Music = 139
MEDIA IMPACT : Allen Freed and the DJ Era = 140
The Rise of FM Radio and Specialized Formats = 141
Trends in Audio Technology = 144
Audio Recording = 144
The Basics of Radio Transmission and Reception = 146
TECHNOLOGY DEMYSTIFIED : Experiments with Electromagnetism = 148
Forms and Genres = 149
Radio Musical Genres = 149
MEDIA IMPACT : Teen Idols and Rock 'n' Roll = 150
Music Genres and Radio Formats = 151
MEDIA IMPACT : As Alternative Becomes Dominant = 154
Industry Organization = 155
Record Companies = 156
Radio Stations = 157
Audiences for Audio Media = 153
MEDIA IMPACT : Is Radio Listening on the Wane? = 160
Policy and Ethical Issues = 163
Radio Licensing and Regulation = 160
Radio Ownership and Control Rules = 161
Networks and Program Control = 162
The First Amendment and Freedom of Speech = 162
Intellectual Property in Recordings and Radio = 163
Summary and Review = 163
CHAPTER 6 FILM AND VIDEO = 168
A Brief History of Film = 170
The Rise of Stars and the Studio System, 1919-1927 = 172
Revolutionary Talking Pictures = 173
The Movie Industry During the Studio Era = 174
MEDIA WATCH : Orson Welles's Citizen Kane = 175
MEDIA WATCH : Beyond Disney ： Chuck Jones's Animation at Warner Brothers = 176
Film and Television, 1948-1960 = 177
Studio Changes and Independent Filmmakers = 179
Films on Cable and Video = 180
PROFILE : George Lucas = 182
Trends in Film Technology = 182
Technology of Movie Sound = 183
Improving Film Visual Technology = 183
Film Special Effects = 184
Computer Revolution in Film = 184
TECHNOLOGY TRENDS : Steve Jobs's Virtual Film Studio = 185
Movie Theater Technology = 186
Film Genres = 187
Silent Films Set the Patterns = 188
Film Genres That Exploit Sound = 188
Later Films Expand the Variety of Genres = 189
Industry Organization = 190
The Film Industry = 190
Independent Filmmakers = 191
Film Distribution = 191
Consolidation and Change in Film Industry Ownership = 193
Audience for Film = 194
Policy, Social, and Ethical Issuse = 195
Violence, Sex, Profanity, and Film Ratings = 195
Vertical and Horizontal Integration = 196
Film Piracy = 196
Film Preservation = 197
MEDIA ETHICS : Do Filmmakers Need to Think about Social Impacts? Should Viewers Edit Movies? = 198
Summary and Review = 199
CHAPTER 7 TELEVISION AND CABLE = 202
A Brief History of Television, Cable, cud Satellite TV = 204
From Radio Networks to Television = 205
MEDIA IMPACT : Born on a Mountaintop-Community Antenna TV = 206
MEDIA IMPACT : TV from New York to Hollywood = 207
MEDIA IMPACT : Murrow, McCarthy, Blacklists, and Politics on TV = 208
MEDIA IMPACT : Television and Vietnam = 209
Diversifying the Television "Vast Wasteland" = 210
MEDIA WATCH : Hollywood Recycles = 211
Network Television Faces the Competition in the 1980s-1990s = 215
MEDIA ETHICS : Corporate Takeovers and News Emphasis = 216
PROFILE : World Media Baron = 218
Trends in Television Technology = 219
Television Transmission and Reception = 219
Cable TV = 222
New Multichannel Competition = 223
Home Video = 223
Digital Television = 223
TV Genres = 225
From Radio and Film to Television = 225
How TV Genres Developed = 227
Genres and Forms in Multichannel Programming = 228
Industry Organization = 230
The Television Industry = 230
Cable Industry Structure = 234
Network Ownership and Group Station Owners = 236
Cable Ownership and Control = 236
Audiences for Television = 281
Audiences for Multichannel Media = 238
Policy and Ethical Issues = 239
Ownership Rules = 239
Owner Interference with TV News = 240
Violence Warnings and Controls = 241
Diversity and Minority Ownership = 242
Fairness Doctrine = 243
MEDIA ETHICS : What Do You Do When the Truck Doesn't Blow Up? = 243
The Need to Visualize TV News = 244
Summary and Review = 244
CHAPTER 8 COMPUTER MEDIA AND THE INTERNET = 248
A Brief History of Computer Media = 250
The Dawn of the Computer Age = 250
Preparing for Doomsday : The First Computer Networks = 251
The Rise of the Personal Computer = 252
The Birth of On-Line Services = 253
Shifting Fortunes, Shifting Technology in Personal Computing = 253
The Evolution of the World Wide Web = 254
Trends In Computer Media Technology = 254
Trends in Computer Media Hardware = 254
Computer Media Software Trends = 256
PROFILE : Mother of the Computer = 257
Future Directions in Computer Media = 257
TECHNOLOGY TRENDS : Computers Read My Mind, Caressed My Flesh! = 258
Web Technology Trends = 261
Computer Media Genres = 261
Internet Functions, Internet Protocols = 261
TECHNOLOGY DEMYSTIFIED : Make Your Own Web Page! = 262
What's on the Web? = 264
Computer Software Genres = 266
Using Computer Media = 267
MEDIA IMPACT : Who are the "Have-Nots"? = 267
Structure of the Computer Media Industry = 268
Computer Hardware Industry = 268
Computer Software Industry = 269
Content Providers = 269
Who Runs the Internet? = 270
Policy, Social, and Ethical Issues = 270
Ownership and Control = 270
Internet Governance = 271
MEDIA IMPACT : Join in the Debate = 271
Censorship = 272
Antisocial Behavior = 273
Encryption = 274
User Privacy = 274
MEDIA ETHICS : Ethical Internet Surfing = 275
Intellectual Property = 276
MEDIA IMPACT : Finding Safe Harbor in Copyright Bay = 277
Summary and Review = 278
CHAPTER 9 COMMUNICATIONS INFRASTRUCTURE = 280
Historical Development of the Information Infrastructure = 282
From Telegraph to Telephone = 282
The Government vs. AT&T = 284
The Video Infrastructure : Cable Television = 285
The Government vs. Cable = 285
The Wireless Infrastructure = 285
The Rise of the Internet = 286
The Government Steps Aside = 287
MEDIA IMPACT : Monitoring the Telecom Act = 287
Trends in Infrastructure Technology = 283
The First Telephone = 288
Overcoming Distance = 289
Untangling the Wires-Advances in Transmission Technology = 289
TECHNOLOGY DEMYSTIFIED : Satellites = 291
TECHNOLOGY DEMYSTIFIED : Fiber Optics ： Why You Can Hear a Pin Drop = 292
Getting Where You Want to Go : Switching = 292
Becoming Digital : Trends in Digital Networks = 293
MEDIA WATCH : The Fight of the(Next) Century : Cable Telephone or Telco TV? = 294
TECHNOLOGY TRENDS : Keep Track of Your Internet Options = 296
Communicating Anywhere : Mobile Communication Trends = 297
Infrastructure Services = 288
Residential Services = 298
Business Services = 299
Using the Infrastructure = 300
Industry Organization = 300
Telephone Carriers = 301
Internet Service Providers = 302
PROFILE : The Convergence Cowboy = 302
Internet Organization = 303
Cable Television = 303
Mobile Carriers = 303
Satellite Carriers = 303
Private Networks = 304
Equipment Manufacturers = 304
Issues In the Infrastructure Industry = 905
Ownership and Control = 305
Content Control = 306
Subsidies = 306
Universal Service = 307
Spectrum Allocation = 308
Network Security = 308
Piracy = 309
Summary and Review = 316
CHAPTER 10 PUBLIC RELATIONS = 312
History of Public Relations = 314
Hail Caesar! = 314
The Origins of Modern Public Relations = 315
The American Way = 316
Public Relations in the Age of Robber Barons = 316
PR Pioneers = 317
Public Relations Matures = 320
Rise of Public Relations Ethics = 320
Trends in Public Relations Technology = 321
New Mass Media-TV Leads the Way = 321
Videoconferencing = 322
Satellite Broadcasting = 322
Video News Releases = 323
MEDIA WATCH : Tips for Effective Video News Releases = 324
Personal Computer = 325
Advanced Telephony = 326
The Internet-A New Dimension for Public Relations = 327
Forms of Pubic Relations = 329
MEDIA WATCH : Cyber Crisis-A New Public Relations Worry = 330
The Publics of Public Relations = 333
Good vs. Bad PR : A Commentary = 333
PROFILE : The Personal Touch = 334
MEDIA IMPACT : A Year in the Life of a Public Relations Campaign = 335
Elements of Successful Public Relations = 335
Industry Demographics = 337
Public Relations Issues = 339
Private Interests vs. the Public Interest 339
MEDIA ETHICS : From the PRSA Code of Professional Standards for the Practice of Public Relations = 341
Professional Ethics = 341
Professional Development = 342
Use of Research and Evaluation = 342
Public Relations and Society = 343
Summary and Review = 343
CHAPTER 11 ADVERTISING = 346
A Brief History at Advertising = 348
Advertising in America = 349
The Rise of the Advertising Profession = 350
Hard Sell vs. Soft Sell = 352
The Era of Integrated Marketing Communication(IMC) = 353
Trends in Advertising Technology = 353
TECHNOLOGY TRENDS : Advertising Agencies of Tomorrow : How One Company Is Integrating New Media = 355
Advertising Industry Organization = 357
Advertisers = 358
Inside the Advertising Agency = 359
MEDIA WATCH : Elements of an Advertising Plan or Campaign = 360
PROFILE : Creative Philosopher = 361
Advertising Media = 361
Research = 363
Advertising Genres = 366
One-Voice Marketing = 366
Use of Popular Culture = 367
Relationship Marketing = 368
Direct Marketing = 368
MEDIA WATCH : Other Forms of Marketing Communication Related to Advertising = 369
Other Forms of Advertising Communication = 370
The Key to Success : Understanding Consumer Needs = 371
The Advertising Audience = 371
The Media Evaluation Model = 373
Advertising Issues = 874
Ethics = 374
Promotion of "Consumption Values" = 374
Advertising and Children = 375
Stereotyping of Women and Minorities = 376
Privacy and Intrusiveness = 377
Deception and "Puffery" = 377
MEDIA ETHICS : Advertising and "Ethics" = 378
Media Literacy = 379
Summary & Review = 380
CHAPTER 12 MEDIA AND THE INDIVIDUAL = 382
Research on Effects of the Media = 386
The Deductive Approach = 386
The Inductive Approach = 386
Quantitative vs. Qualitative Methods = 386
MEDIA IMPACT : Critical Communication Theory = 387
Content Analysis = 387
TECHNOLOGY TRENDS : On-Line Research Methods = 389
Experimental Research = 389
Survey Research = 391
MEDIA ETHICS : Would You Mind Answering a Few of Our Questions? = 392
Ethnographic Research = 393
TECHNOLOGY DEMYSTIFIED : The Science of Sampling = 394
Theories of Media Effects = 395
Media as Hypodermic Needle = 395
The Multistep Flow = 397
Selective Processes = 397
Social Learning Theory = 398
Cultivation Theory = 398
Priming = 399
Other Perspectives = 399
Communication Media and Antisocial Behavior = 399
Violence = 399
MEDIA IMPACT : A Critical View of Media, Violence, and Culture = 400
Prejudice = 401
Sexual Behavior = 403
Drug Abuse = 404
The Effects of Computer Media = 405
MEDIA IMPACT : The Social Effects of the Internet = 407
Communications Media and Prosocial Behavior = 408
Information Campaigns = 408
Informal Education = 410
The Effects of Advertising = 411
The Effects of Political Communication = 412
Summary and Review = 414
CHAPTER 13 MEDIA AND SOCIETY = 416
Understanding Societal Effects = 418
Individual Effects vs. Societal Effects = 418
Social Criticism = 419
MEDIA WATCH : Forecasting the Telephone = 420
Communications Media and Social Inequality = 421
Political Economy = 422
The Knowledge Gap = 423
A Hidden Curriculum? = 424
MEDIA IMPACT : Women and Telephones ： A Feminist Critique = 425
Race and Gender = 426
Communication Media and Community = 426
The Global Village = 427
TECHNOLOGY DEMYSTIFIED : Joining the Luddites = 428
Social Fragmentation = 428
Being There = 429
Health and Environment = 429
Communication Media and Culture = 430
Technological Determinism = 431
Cultural Determinism = 431
Mass Media and Mass Culture = 432
PROFILE : The Thoroughly Postmodern Postman = 433
Communication Media and Social Institutions = 433
Communications Media and Educational Institutions = 434
Communications Media and Political Institutions = 435
Communications Media and Economic Institutions = 437
TECHNOLOGY TRENDS : Home, Sweet Office = 444
MEDIA WATCH : What About Your Job? = 447
Summary and Review = 448
CHAPTER 14 MEDIA POLICY, LAW, AND ETHICS = 450
Policy, Law, and Ethics in Communications = 452
Key Communications Policies = 458
Freedom of Speech and the First Amendment = 453
Limits on the First Amendment = 455
MEDIA ETHICS : A Question of Ethics = 455
MEDIA IMPACT : George Carlin and "Seven Dirty Words" = 458
The Fourth Amendment and Privacy = 460
MEDIA IMPACT : Consumer Privacy Tips = 461
MEDIA IMPACT : Consumer Privacy Rights = 462
Patent and Copyright Law : Protecting Intellectual Property = 463
Ownership Issues = 464
Concentration of Ownership = 466
Access to Media and Universal Service = 467
The Radio Acts and Frequency Allocation = 468
Defining Technical Standards for Media = 469
The Policymaking Process = 470
Federal Regulation and Policy Making = 471
State and Local Regulation = 474
Lobbies = 474
The Fifth Estate : The Media in the Policy Process = 475
Ethics in the Communication Media = 475
General Considerations in Individual Ethics = 476
Codes of Ethics = 476
MEDIA IMPACT : Social Responsibility and Ethics = 477
Ethical Issues for Media Professionals = 477
MEDIA ETHICS : Society of Professional Journalists' Code of Ethics = 478
Summary and Review = 481
CHAPTER 15 GLOBALIZATION OF COMMUNICATIONS MEDIA = 484
Media : Global, Regional, National, Local = 486
Comparisons of National Communications Media Systems = 489
MEDIA IMPACT : How Different Media Systems Would Handle a Major Nuclear Disaster = 492
Media and Information Flaws = 493
Globalization of Media Companies and Operations = 493
PROFILE : Global Media Giant = 494
MEDIA WATCH : Top Mass Media Firms = 495
Major Media Systems : National and Global = 496
Newspapers = 496
Magazines and Books = 497
Radio Broadcasting = 498
MEDIA IMPACT : The Cuban-American Radio War = 499
Music = 500
Film = 501
MEDIA IMPACT : Titanic Sinks Iranian Culture? = 502
Television = 503
MEDIA IMPACT : Soap Operas around the World = 506
Cable and Satellite TV around the World = 506
Telecommunications Systems = 507
Computers and Information Services Spreading Slowly Worldwide = 509
MEDIA IMPACT : Bangalore Joins the World Computer Economy = 509
The Internet = 511
MEDIA IMPACT : The Zapatista Revolution on the Internet = 512
Telecommunications Industries : Global Providers = 513
TECHNOLOGY TRENDS : Political Security ： A Closed or an Open Internet - The Great Red Firewall of China = 514
Regulation of International Media = 515
Issues the Globalization of Media = 519
Cultural Imperialism = 516
Free Flow of Information versus Cultural Sovereignty = 517
Trade in Media = 517
Media and National Development = 518
Summary and Review = 519
CREDITS = 522
GLOSSARY = 523
REFERENCES = 531
INDEX = 543
