Introduction to mass communication : media literacy and culture / created by Stanley J. Baran.

Includes bibliographical references and index

Preface xxi PART ONE LAYING THE GROUNDWORK Mass Communication, Culture, and Media Literacy 2 (44) What Is Mass Communication? 4 (5) Communication Defined 4 (2) Mass Communication Defined 6 (3) What Is Culture? 9 (7) Culture as Socially Constructed Shared Meaning 9 (1) Functions and Effects of Culture 10 (6) Mass Communication and Culture 16 (2) Mass Media as Cultural Storytellers 16 (1) Mass Communication as Cultural Forum 17 (1) Scope and Nature of Mass Media 18 (2) The Role of Technology 19 (1) The Role of Money 20 (1) Changes 20 (9) Concentration of Ownership and Conglomeration 20 (1) Cultural Forum: Audience as Consumer or Audience as Product? 21 (2) Globalization 23 (1) Audience Fragmentation 24 (1) Hypercommercialism 25 (1) Cultural Forum: Concentration, Conglomeration, and Serving Democracy 26 (2) Erosion of Distinctions among Media: Convergence 28 (1) Mass Communication, Culture, and Media Literacy 29 (5) Oral Culture 29 (1) The Invention of Writing 30 (1) Literate Culture 30 (2) The Gutenberg Revolution 32 (2) The Industrial Revolution 34 (1) Media Literacy 34 (8) Elements of Media Literacy 35 (3) Media Literacy Skills 38 (3) Living Media Literacy: Living a Media Literate Life 41 (1) Resources for Review and Discussion 42 (4) Chapter Review 42 (1) Key Terms 43 (1) Questions for Review 43 (1) Questions for Critical Thinking and Discussion 44 (1) Important Resources 44 (1) Internet Resources 45 (1) PART TWO MEDIA, MEDIA INDUSTRIES, AND MEDIA AUDIENCES Books 46 (34) Book Timeline 48 (1) A Short History of Books 49 (4) Books in Colonial North America 49 (4) Books and Their Audiences 53 (6) The Cultural Value of the Book 53 (1) Media Echoes: The Role of Books in Social Movements 54 (2) Using Media to Make a Difference: Our Bodies, Ourselves 56 (2) Censorship 58 (1) Scope and Structure of the Book Industry 59 (3) Categories of Books 60 (1) From Idea to Publication 61 (1) Trends and Convergence in Book Publishing 62 (15) Convergence 63 (2) Conglomeration 65 (1) Demand for Profits and Hypercommercialism 66 (3) Growth of Small Presses 69 (1) Restructuring of Book Retailing 69 (3) Cultural Forum: Freedom to Read 72 (1) Developing Media Literacy Skills: The Lessons of Harry Potter 73 (2) Living Media Literacy: Start a Citywide Book Conversation 75 (2) Resources for Review and Discussion 77 (3) Chapter Review 77 (1) Key Terms 77 (1) Questions for Review 77 (1) Questions for Critical Thinking and Discussion 78 (1) Important Resources 78 (1) Internet Resources 78 (2) Newspapers 80 (32) Newspaper Timeline 82 (2) A Short History of Newspapers 84 (7) The Earliest Newspapers 84 (3) Media Echoes: Truth as a Defense against Libel: The Zenger Trial 87 (1) The Modern Newspaper Emerges 87 (4) Newspapers and Their Audiences 91 (1) Scope and Structure of the Newspaper Industry 91 (7) Types of Newspapers 91 (5) The Newspaper as an Advertising Medium 96 (1) The Wire and Feature Services 97 (1) Trends and Convergence in Newspaper Publishing 98 (11) Loss of Competition 98 (1) Hypercommercialism and the Erosion of the Firewall 99 (1) Cultural Forum: What if There Were No Newspapers? 100 (1) Civic Journalism 101 (1) Convergence with the Internet 102 (2) Using Media to Make a Difference: Covering the Issue of Race 104 (1) Changes in Newspaper Readership 105 (2) Developing Media Literacy Skills: Interpreting Relative Placement of Stories 107 (2) Living Media Literacy: Help a School Start an Online Newspaper 109 (1) Resources for Review and Discussion 109 (3) Chapter Review 109 (1) Key Terms 110 (1) Questions for Review 110 (1) Questions for Critical Thinking and Discussion 111 (1) Important Resources 111 (1) Internet Resources 111 (1) Magazines 112 (26) Magazine Timeline 114 (2) A Short History of Magazines 116 (6) The Early Magazine Industry 117 (1) The Mass Circulation Era 117 (1) Media Echoes: Taking On the Giants: Muckraking in the Magazines 118 (2) The Era of Specialization 120 (2) Magazines and Their Audiences 122 (1) Scope and Structure of the Magazine Industry 122 (2) Categories of Consumer Magazines 124 (1) Magazine Advertising 124 (2) Types of Circulation 125 (1) Measuring Circulation 125 (1) Using Media to Make a Difference: Suzuki Samurai versus Consumer Reports 126 (1) Trends and Convergence in Magazine Publishing 126 (9) Online Magazines 127 (1) New Types of Magazines 128 (1) Meeting Competition from Television 129 (1) Advertorials 130 (1) Advertiser Influence over Magazine Content 130 (1) Cultural Forum: Advertorials Aimed at Young Girls 131 (1) Developing Media Literacy Skills: Recognizing the Power of Graphics 132 (1) Living Media Literacy: Teach Teens about Magazines 133 (2) Resources for Review and Discussion 135 (3) Chapter Review 135 (1) Key Terms 136 (1) Questions for Review 136 (1) Questions for Critical Thinking and Discussion 136 (1) Important Resources 137 (1) Internet Resources 137 (1) Film 138 (36) Film Timeline 140 (2) A Short History of the Movies 142 (13) The Early Entrepreneurs 143 (2) The Coming of Narrative 145 (3) Using Media to Make a Difference: African American Response to D. W. Griffith: The Lincoln and Micheaux Film Companies 148 (1) The Big Studios 149 (1) Change Comes to Hollywood 150 (2) Media Echoes: Self-Censorship in Hollywood: The Movie Ratings 152 (3) Movies and Their Audiences 155 (2) Scope and Nature of the Film Industry 157 (4) Three Component Systems 157 (3) The Studios 160 (1) Trends and Convergence in Moviemaking 161 (10) Conglomeration and the Blockbuster Mentality 161 (1) Cultural Forum: Constructing the Perfect Movie? 162 (3) Convergence Reshapes the Movie Business 165 (3) Developing Media Literacy Skills: Recognizing Product Placements 168 (1) Living Media Literacy: Smoke-Free Movies 169 (2) Resources for Review and Discussion 171 (3) Chapter Review 171 (1) Key Terms 171 (1) Questions for Review 172 (1) Questions for Critical Thinking and Discussion 172 (1) Important Resources 173 (1) Internet Resources 173 (1) Radio and Sound Recording 174 (36) Radio/Recording Timeline 176 (2) A Short History of Radio and Sound Recording 178 (8) Early Radio 178 (1) Early Sound Recording 179 (1) The Coming of Broadcasting 180 (2) The Coming of Regulation 182 (2) Advertising and the Networks 184 (1) The Golden Age 184 (2) Radio and Its Audiences 186 (1) Scope and Nature of the Radio Industry 187 (3) FM, AM, and Noncommercial Radio 187 (1) Radio Is Local 188 (1) Radio Is Fragmented 188 (1) Radio Is Specialized 188 (1) Radio Is Personal 189 (1) Radio Is Mobile 189 (1) The Business of Radio 190 (2) Radio as an Advertising Medium 190 (1) Deregulation and Ownership 190 (1) Media Echoes: Problems with Radio Ratings 191 (1) Scope and Nature of the Recording Industry 192 (6) The Major Recording Companies 192 (2) Using Media to Make a Difference: Rock `n' Roll, Radio, and Race Relations 194 (4) Cultural Forum: Rock and Rap: Selling or Selling Out? 198 (1) Trends and Convergence in Radio and Sound Recording 198 (4) The Impact of Television 198 (1) Satellite and Cable 199 (1) Digital Technology 200 (2) The Internet and the Future of the Recording Industry 202 (5) Industry-Approved Downloading 203 (1) P2P Downloading 204 (1) Digital Radio 204 (1) Web Radio 205 (1) Developing Media Literacy Skills: Listening to Shock Jocks 205 (1) Living Media Literacy: College Radio 206 (1) Resources for Review and Discussion 207 (3) Chapter Review 207 (1) Key Terms 208 (1) Questions for Review 208 (1) Questions for Critical Thinking and Discussion 209 (1) Important Resources 209 (1) Internet Resources 209 (1) Television 210 (36) Television Timeline 212 (1) A Short History of Television 213 (8) Mechanical and Electronic Scanning 214 (1) The 1950s 215 (6) Television and Its Audiences 221 (4) Media Echoes: Can't Find Them or They Aren't There? Where Have All the Boys and Minorities Gone? 222 (3) Scope and Nature of the Television Industry 225 (4) Using Media to Make a Difference: The Creation of Sesame Street 226 (1) The Networks and Program Content 226 (1) How a Program Gets on the Air 227 (2) Trends and Convergence in Television 229 (14) Cable 229 (3) VCR 232 (1) DVD 233 (1) Remote Control 233 (1) Direct Broadcast Satellite (DBS) 234 (1) Digital Video Recorders 234 (1) Digital Television 235 (1) Cultural Forum: Does DVR Make You a Thief? 236 (2) The Internet on Television 238 (1) Television and Video on the Internet 238 (1) Interactive Television 239 (1) Developing Media Literacy Skills: Recognizing Staged News 240 (1) Living Media Literacy: Turn Off Your TV 241 (2) Resources for Review and Discussion 243 (3) Chapter Review 243 (1) Key Terms 243 (1) Questions for Review 244 (1) Questions for Critical Thinking and Discussion 244 (1) Important Resources 244 (1) Internet Resources 245 (1) Cable and Other Multichannel Services 246 (28) Cable and Other Multichannel Services Timeline 248 (1) A Short History of Cable and Other Multichannel Services 249 (4) Cable Reception and Distribution 250 (1) Cable's Economic Structure 251 (1) Early Regulation of Cable 252 (1) Cable Today 253 (5) Programming 253 (5) Other Multichannel Services 258 (2) Trends and Convergence in Cable and Other Multichannel Services 260 (11) Interactive Cable 261 (1) Cultural Forum: Cable a la Carte or Undercutting Cable's Economic Model? 262 (1) Public Access Cable Television 262 (2) Using Media to Make a Difference: Paper Tiger Television 264 (1) Concentration 265 (2) Phone-over-Cable and Bundling 267 (1) Media Echoes: The Promise of Cable 268 (1) Living Media Literacy: Access Television 269 (1) Developing Media Literacy Skills: Understanding Cable Pricing 269 (2) Resources for Review and Discussion 271 (3) Chapter Review 271 (1) Key Terms 271 (1) Questions for Review 272 (1) Questions for Critical Thinking and Discussion 272 (1) Important Resources 273 (1) Internet Resources 273 (1) Videogames 274 (26) Videogame Timeline 276 (1) A Short History of Computer and Videogames 276 (6) Today's Games Emerge 278 (2) Rapid-Fire Developments 280 (2) Games and Their Players 282 (4) What Is a Videogame? 282 (3) Who Is Playing? 285 (1) Using Media to Make a Difference: Using Games for Good 286 (1) Scope and Nature of the Videogame Industry 286 (3) Trends and Convergence in the Videogame Industry 289 (9) Convergence Everywhere 289 (1) Hypercommercialization 290 (3) Cultural Forum: The Portrayal of Women in Videogames 293 (1) Developing Media Literacy Skills: Using the ESRB Ratings 294 (1) Media Echoes: Growing Pains 295 (2) Living Media Literacy: Start a Responsible Gaming Advocacy Group 297 (1) Resources for Review and Discussion 298 (2) Chapter Review 298 (1) Key Terms 298 (1) Questions for Review 298 (1) Questions for Critical Thinking and Discussion 299 (1) Important Resources 299 (1) Internet Resources 299 (1) The Internet and the World Wide Web: Changing the Paradigm 300 (42) Internet and World Wide Web Timeline 302 (2) A Short History of the Internet 304 (5) Development of the Computer 305 (1) Military Applications 306 (2) The Personal Computer 308 (1) The Internet Today 309 (3) Using the Internet 309 (1) The World Wide Web 310 (2) The Internet and Its Users 312 (1) Commercialization of the Internet 313 (2) Changes in the Mass Communication Process 315 (3) The Double Edge of Technology 316 (1) McLuhan's Renaissance 317 (1) Reconceptualizing Life in an Interconnected World 318 (21) The Internet and Freedom of Expression 319 (1) Freedom of the Press for Whom? 319 (1) Using Media to Make a Difference: MoveOn.org 320 (3) Controlling Internet Expression 323 (1) Pornography on the World Wide Web 324 (1) Copyright (Intellectual Property Ownership) 325 (1) Media Echoes: Rating the Web 326 (1) Personal Identity 327 (2) Privacy 329 (2) Cultural Forum: Battling Spam 331 (2) Virtual Democracy 333 (3) Developing Media Literacy Skills: Making Our Way in an Interconnected World 336 (1) Living Media Literacy: POP for Privacy 337 (2) Resources for Review and Discussion 339 (3) Chapter Review 339 (1) Key Terms 340 (1) Questions for Review 340 (1) Questions for Critical Thinking and Discussion 341 (1) Important Resources 341 (1) Internet Resources 341 (1) PART THREE SUPPORTING INDUSTRIES Public Relations 342 (32) Public Relations Timeline 344 (1) Defining Public Relations 345 (3) Using Media to Make a Difference: The MADD Campaign 348 (1) A Short History of Public Relations 348 (7) Early Public Relations 349 (1) The Propaganda-Publicity Stage 349 (2) Early Two-Way Communication 351 (2) Advanced Two-Way Communication 353 (2) Shaping the Character of Public Relations 355 (1) Public Relations and Its Audiences 355 (1) Scope and Structure of the Public Relations Industry 356 (8) Public Relations Activities 357 (3) Cultural Forum: The War in Iraq: The Pentagon Does PR 360 (3) Organization of a Public Relations Operation 363 (1) Trends and Convergence in Public Relations 364 (8) Globalization and Specialization 364 (1) Convergence 364 (2) Trust in Public Relations 366 (2) Media Echoes: Boosting Smoking among Women 368 (1) Developing Media Literacy Skills: Judging Crisis PR 368 (2) Living Media Literacy: Practice Public Relations 370 (2) Resources for Review and Discussion 372 (2) Chapter Review 372 (1) Key Terms 372 (1) Questions for Review 372 (1) Questions for Critical Thinking and Discussion 373 (1) Important Resources 373 (1) Internet Resources 373 (1) Advertising 374 (36) Advertising Timeline 376 (1) A Short History of Advertising 377 (11) Early Advertising 378 (1) Industrialization and the Civil War 379 (1) Magazine Advertising 380 (1) The Advertising Agency and Professionalism 381 (1) Advertising and Radio 382 (1) World War II 383 (1) Using Media to Make a Difference: Effecting Positive Social Change 384 (1) Advertising and Television 384 (2) The Evolution of Television Commercials 386 (2) Advertising and Its Audiences 388 (6) Criticisms and Defenses of Advertising 388 (1) Specific Complaints 389 (2) Media Echoes: Boosting Smoking among Children 391 (2) Cultural Forum: Challenging Advertising: Adbusters and Uncommercials 393 (1) Scope and Nature of the Advertising Industry 394 (6) The Advertising Agency 394 (2) Types of Advertising 396 (2) The Regulation of Advertising 398 (1) Measuring the Effectiveness of Advertising 399 (1) Trends and Convergence in Advertising 400 (7) New and Converging Technologies 400 (2) Increased Audience Segmentation 402 (1) Psychographics 403 (1) Globalization 404 (1) Developing Media Literacy Skills: Interpreting Intentional Imprecision 404 (2) Living Media Literacy: BadAds.org 406 (1) Resources for Review and Discussion 407 (3) Chapter Review 407 (1) Key Terms 408 (1) Questions for Review 408 (1) Questions for Critical Thinking and Discussion 408 (1) Important Resources 409 (1) Internet Resources 409 (1) PART FOUR MASS-MEDIATED CULTURE IN THE INFORMATION AGE Theories and Effects of Mass Communication 410 (44) Mass Communication Theories and Effects Timeline 412 (1) The Effects Debate 412 (6) Micro- versus Macro-Level Effects 415 (1) Administrative versus Critical Research 416 (1) Transmissional versus Ritual Perspective 417 (1) Defining Mass Communication Theory 418 (1) A Short History of Mass Communication Theory 419 (12) The Era of Mass Society Theory 420 (2) The Era of the Scientific Perspective 422 (1) The Era of Limited Effects Theory 423 (8) The Era of Cultural Theory 431 (6) Symbolic Interaction 431 (1) Social Construction of Reality 432 (1) Cultivation Analysis 433 (1) Critical Cultural Theory 434 (3) The Effects of Mass Communication 437 (13) Violence 437 (3) Using Media to Make a Difference: Television and the Designated Driver 440 (2) Drugs and Alcohol 442 (1) Gender and Racial/Ethnic Stereotyping 443 (2) Political Campaigns and Voting 445 (1) Cultural Forum: The Effects of Television Commercials on Childhood Obesity 446 (3) Prosocial Effects 449 (1) Living Media Literacy: Be a Media Effects Researcher 449 (1) Developing Media Literacy Skills: Applying Mass Communication Theory 450 (1) Resources for Review and Discussion 450 (4) Chapter Review 450 (1) Key Terms 451 (1) Questions for Review 452 (1) Questions for Critical Thinking and Discussion 452 (1) Important Resources 453 (1) Internet Resources 453 (1) Media Freedom, Regulation, and Ethics 454 (38) Media Freedom, Regulation, and Ethics Timeline 456 (1) A Short History of the First Amendment 457 (16) Early Sentiment for a Free Press 459 (1) Defining and Refining the First Amendment 459 (7) Other Issues of Freedom and Responsibility 466 (1) Media Echoes: Larry Flynt and Protection for Expression We Don't Like 467 (2) Using Media to Make a Difference: The Red Lion Decision and the Rights of the Audience 469 (4) Social Responsibility Theory 473 (1) Media Industry Ethics 474 (15) Defining Ethics 474 (1) Three Levels of Ethics 474 (1) Balancing Conflicting Interests 475 (6) Codes of Ethics and Self-Regulation 481 (2) Developing Media Literacy Skills: Media Reform 483 (1) Cultural Forum: Run-up to War: Misuse of Anonymous Sources? 484 (3) Living Media Literacy: Confront and Complain 487 (2) Resources for Review and Discussion 489 (3) Chapter Review 489 (1) Key Terms 489 (1) Questions for Review 490 (1) Questions for Critical Thinking and Discussion 490 (1) Important Resources 491 (1) Internet Resources 491 (1) Global Media 492 Global Media Timeline 494 (2) A Short History of Global Media 496 (7) International Mass Media before Satellites 496 (3) Satellites and Global Mass Media 499 (1) Cultural Forum: Al-Hurra or Al-Abda? 500 (3) Global Media Today 503 (12) Using Media to Make a Difference: Telling Stories, Saving Lives 504 (3) Comparative Analyses 507 (5) Media Echoes: Freedom of the Press in Iran 512 (2) Programming 514 (1) The Debate over Cultural Imperialism 515 (6) The MacBride Report and the NWIO 515 (3) The Case for the Global Village 518 (1) The Case against the Global Village 519 (1) Developing Media Literacy Skills: Making Our Way in the Global Village 520 (1) Living Media Literacy: Support the Media Literacy Movement 521 (1) Resources for Review and Discussion 521 Chapter Review 521 (1) Key Terms 522 (1) Questions for Review 522 (1) Questions for Critical Thinking and Discussion 523 (1) Important Resources 523 (1) Internet Resources 523 Glossary 1 (1) References 1 (1) Acknowledgments 1 (1) Index 1