Understanding mass communication : a liberal arts perspective

목차 (Table of Contents)

• CONTENTS
• PREFACE = XV
• CHAPTER 1 INTRODUCTION : THE NATURE OF MASS COMMUNICATION = 1
• Mass Communication in Contemporary Society = 2
• Explaining Media Effects : Media Information Dependency Theory = 3
• Fundamentals of Human Communication = 5
• The Origins of Language = 6
• The Use of Verbal and Nonverbal Symbols = 7
• Human Communication : A Basic Linear Model = 8
• Communicating Complex Messages = 9
• Communicating Accurately = 10
• The Mass Communication Process = 12
• Media and the Liberal Arts : Consequences of the First Great Communications Revolution = 14
• The Linear Nature of Mass Communication = 15
• Which Media Are Mass Media? = 22
• Comparing Face-to-Face and Mass Communication = 23
• The Consequences of Using Any Medium = 23
• The Consequences of Large, Diverse Audiences = 25
• Chapter Review = 28
• PART ONE : Print Media = 29
• CHAPTER 2 BOOKS : THE OLDEST MASS MEDIUM = 30
• The Transition to Writing = 32
• From Glyphs to Alphabets = 34
• Portable Media = 37
• The Development of Books = 37
• The Need for Lengthy Documents = 38
• Copying Books by Hand = 38
• The Invention and Spread of the Printing Press = 40
• Gutenberg's Remarkable Machine = 41
• The Print Revolution = 43
• Book Publishing in North America = 44
• Books as a Contemporary Medium = 46
• The Unique Character of Books = 46
• The Book Publishing Industry = 46
• Trends in Media Use = 47
• The Publishing Process = 49
• Types of Publishers and Types of Books = 50
• From Manuscript to Finished Book = 51
• The Publisher as Entrepreneur = 53
• The Future of Books = 56
• Chapter Review = 58
• CHAPTER 3 NEWSPAPERS : THE FIRST MEDIUM FOR THE MASS SOCIETY = 60
• The Development of Newspapers = 62
• The First Newspapers = 62
• The Press in the American Colonies = 64
• Establishing Traditions in American journalism = 64
• Characteristics of the Colonial Press = 66
• Newspapers for the Common People = 67
• The Emergence of the Penny Press = 68
• The Impact of Society on the Growth of Newspapers = 70
• The Era of Yellow Journalism = 73
• Trends That Have Shaped Today's Newspapers = 74
• Newspapers as Cultural Innovation = 74
• Explaining Media Effects : Adoption of Innovation Theory = 75
• Trends in Media Use = 76
• Trends in Media Use = 77
• The Growth of Wire Services = 78
• The Development and Role of Syndicates = 79
• Changing Patterns of Ownership = 81
• New Roles for Computers = 83
• The Newspaper as a Contemporary Medium = 84
• Types of Newspapers = 84
• Changing Functions and Content = 87
• Newspapers' Dual Identity and Built-in Conflict of Interest = 89
• How Newspaper Work Is Organized = 90
• The Future of the Newspaper = 92
• Chapter Review = 95
• CHAPTER 4 MAGAZINES : VOICES FOR MANY INTERESTS = 97
• The First Magazines = 99
• The Development of American Magazines = 100
• Barriers to Development in the Eighteenth Century = 100
• Catalysts for Development in the Nineteenth Century = 103
• American Magazine Characteristics in the Nineteenth Century = 107
• Media and the Liberal Arts : Early Magazines as Media of Literary Expression = 108
• Trends in Media Use = 110
• Magazines in the First Half of the Twentieth Century = 110
• The Muckrakers : Magazines as a Force for Social Reform = 111
• The Challenge of Television = 113
• The Growth of Specialty Magazines = 115
• The Magazine as a Contemporary Medium = 116
• The Magazine as an Industry = 117
• The Influence and Importance of Magazines = 122
• The Future of Magazines = 124
• Chapter Review = 125
• PART TWO : Audio, Visual, and Multimedia = 127
• CHAPTER 5 FILM : MOVING PICTURES AS A MEDIUM = 128
• Magic Shadows on the Wall = 129
• Developing the Technology = 130
• The Movies Become a Medium = 133
• Media and the Liberal Arts : Literary Classics and the Movies = 136
• Trends in Media Use = 138
• Film as a Contemporary Medium = 139
• The Functions of Films = 141
• The Development of Themes and Styles = 141
• The Content of American Films = 142
• The Movie Industry = 146
• The Filmmakers = 146
• The Movie Audience = 149
• Cleaning Up the Movies = 152
• Sex and the Movies = 152
• Violence and Vulgarity = 154
• Explaining Media Effects : The Creeping Cycle of Desensitization Theory = 156
• Censorship and Politics = 157
• Evaluating Films : Criticism and Awards = 158
• The Critics = 158
• The Awards = 159
• Chapter Review = 161
• CHAPTER 6 RADIO : THE FIRST BROADCAST MEDIUM = 162
• The Growth of Broadcasting Technology = 164
• Communicating over a Wire = 165
• Communicating with Radio Waves = 167
• The Development of Radio as a Mass Medium = 170
• The Period of Transition = 170
• Establishing the Economic Base of the New Medium = 175
• Trends in Media Use = 177
• Explaining Media Effects : Uses and Gratifications Theory = 178
• The Golden Age of Radio = 178
• Radio During the Great Depression = 180
• Radio During World War Ⅱ = 182
• Radio and the Challenge of Television = 183
• Radio as a Contemporary Medium = 184
• Radio's Role in the Media Mix = 185
• Media and the Liberal Arts : Talk Radio and the American Public = 186
• The Future of Radio = 188
• Chapter Review = 189
• CHAPTER 7 TELEVISION : THE MOST POPULAR MEDIUM = 190
• The Birth of Television = 192
• Developing an Electronic System = 193
• The Early Broadcasts = 194
• The Period of Rapid Adoption = 195
• The Big Freeze = 196
• Becoming a Nation of Television Viewers = 196
• The Coming of Color = 197
• Trends in Media Use = 197
• Trends in Media Use = 198
• Television's Golden Ages = 198
• Alternatives to Broadcast Television = 200
• The Spread of Cable Systems = 200
• The Video Cassette Recorder = 202
• Trends in Media Use = 202
• Trends in Media Use = 204
• Direct Broadcast Satellite = 205
• Video via the Internet = 206
• Television as a Contemporary Medium = 208
• The Economics of Competing Systems = 208
• The Television Industry In Transition = 211
• The Future of Television = 213
• Chapter Review = 216
• CHAPTER 8 THE NEW MEDIA : COMPUTERS AND COMMUNICATION = 217
• Factors Influencing the New Media = 218
• Convergence = 219
• The Internet and the World Wide web = 220
• Convergence in Three Dimensions = 222
• Understanding Differences : Three Domains = 224
• Winners and Losers in the New Media = 226
• On-line Interactive Services = 226
• Media and the liberal Arts : Electronic Democracy Through News Groups and Listserves = 227
• The Most Popular News Web Sites = 228
• The Information Superhighway = 229
• The Superhighway and Media Industries = 230
• Reflecting on New Media = 231
• The Future of New Media = 232
• Chapter Review = 233
• PART THREE : Media Industries and Audiences = 235
• CHAPTER 9 NEWS : THE INFORMATION FUNCTION OF THE PRESS = 236
• The News Process in Earlier Societies = 238
• Explaining Media Effects : The Theory of the Two-Step Flow of Communication = 240
• Categories for Surveillance = 240
• Territories, Topics, and Organizations = 240
• Time as a Category = 242
• Hard Versus Soft News = 243
• How News Facts Get Distorted = 243
• Media and the Liberal Arts : The Press as a Representative of the Public = 244
• Problems of Selective Perception = 245
• Compounded Selectivity = 247
• Idealized News Releases = 248
• Limitations of Public Documents = 248
• Encoding Strategies for Packaging the News = 249
• Traditional News Values = 250
• Explaining Media Effects : Lippmann's News Distortion Theory of the Press = 251
• Story Formats = 253
• Alternative Journalistic Styles = 254
• Social and Cultural Influences on Decisions in News Organizations = 259
• Explaining Media Effects : Gatekeeping Theory = 261
• Contrasting Conceptions of the Nature and Functions of News = 263
• The Market Approach : News as a Product to Sell = 263
• The Adversarial Approach : Watchdogs of the Public Interest = 265
• The Final Step : The Agenda-Setting Function of the Press = 269
• Transmitting the News : Unique Features of the Different Media = 271
• Explaining Media Effects : The Agenda-Setting Theory of the Press = 272
• The News Audience : Selection, Comprehension, and Recall = 274
• How Closely Do People Follow the News? = 274
• The Influence of Personal and Social Characteristics = 276
• Chapter Review = 278
• CHAPTER 10 POPULAR CULTURE : ENTERTAINMENT, SPORTS, AND MUSIC = 279
• The Nature and Importance of Popular Culture = 281
• The Media and Popular Culture = 281
• A Definition = 282
• Why Studying Popular Culture Is Important = 283
• Media and the Liberal Arts : The Strange, Sad Case of Amy Fisher as Popular Culture = 285
• Popular Culture as Entertainment = 288
• Media Influences on consumer Art = 289
• Explaining Media Effects : The Theory of Origins and Functions of Popular culture = 293
• Taste Publics as Markets for Media Presentations = 295
• Implications of Popular Culture Theory = 298
• The Feature Syndicates as Sources for Popular Culture = 298
• What the Syndicates Provide = 299
• How the Syndicates Work = 300
• The Influence of Syndicates = 301
• Sports as Popular Culture = 302
• Chapter Review = 305
• CHAPTER 11 ADVERTISING : USING THE MEDIA IN THE MARKETPLACE = 307
• Advertising as Communication = 310
• What Is Advertising? = 310
• The Content of Advertising = 311
• Advertising in America : A Brief History = 314
• The Contemporary Advertising Industry = 317
• Advertising Agencies = 319
• Media Service Organizations = 322
• Advertising Departments = 323
• Advertising Media = 323
• Advertising Research = 325
• Studying the Effects of Advertising = 325
• Consumer and Lifestyle Research = 326
• An Age of Market Segmentation = 327
• Criticism and Control of Advertising = 328
• Economic and Social Criticisms = 328
• Media and the Liberal Arts : How Advertisers Persuaded Americans to Smoke = 330
• Children and Advertising = 332
• Sources of Control = 334
• Chapter Review = 339
• CHAPTER 12 PUBLIC RELATIONS : INFLUENCING IMAGES AND ACTIONS = 340
• The Development of Public Relations = 342
• Birth of the Public Relations Agency = 343
• Defining Public Relations Today = 344
• Public Relations Versus Advertising = 346
• Public Relations Settings and Activities = 347
• Typical Tasks and Work Assignments 349 Public Relations Campaigns = 351
• Media and the Liberal Arts : Shaping a Sympathetic Image of Kuwait During the Gulf War = 352
• Managing Election Campaigns = 354
• Public Relations and the Media = 356
• The Agenda-Setting Process = 356
• A Relationship of Mutual Dependency = 357
• Lobbying as Public Relations = 357
• Public Relations as an Emerging Profession = 360
• Public Relations Education = 361
• Public Relations Research = 362
• Ethical Issues and Criticisms = 364
• The Future of the Field = 366
• Computer Technologies = 367
• The Video News Release = 368
• Chapter Review = 369
• CHAPTER 13 THE AUDIENCE : DEMOGRAPHICS OF THE AMERICAN AUDIENCE = 371
• Explaining Media Effects : The Selective and limited influences Theory = 374
• The Changing American Population = 374
• A History of Rapid Growth = 375
• Immigration and Cultural Diversity = 377
• Internal Population Movements = 381
• Implications for Mass Communication = 381
• Contemporary Sources of Diversity = 383
• Age = 383
• Gender = 385
• Education = 386
• Income = 387
• Implications for Mass Communication = 388
• The Changing American Family = 389
• Trends in Family Size = 390
• Relationships Between Husbands and Wives = 391
• Female Participation in the Labor Force = 394
• Implications for Mass Communication = 394
• Assessing Audience Composition and Attention = 395
• Media and the Liberal Arts : How the Audience Rules in "Adopting" New Technologies = 396
• Measuring Circulations of Print Media = 399
• Assessing Movie Audiences = 400
• Ratings and the Broadcast Audience = 400
• Ratings and Audience Diversity = 406
• Chapter Review = 408
• CHAPTER 14 INTERNATIONAL MEDIA : COMMUNICATION ACROSS BORDERS = 409
• Dimensions of International Communication = 410
• How World Media Are Organized = 411
• Changes at the End of the Cold War = 412
• Contemporary U.S. Versus European News Models = 413
• The Developed Media of Western Europe = 413
• Asia's Dynamic and Distinctive Media = 415
• Developmental Journalism and Information Imbalances = 416
• Media and the Liberal Arts : American Media Imperialism and Dominance = 418
• The Elite Press : Influencing the Influential = 419
• Explaining Media Effects : Cultural Imperialism Theory = 420
• Influential International Newspapers = 421
• Other Newspapers and Magazines with International Reach = 421
• Covering the Global Village = 422
• New Media Worldwide = 423
• International Media Organizations = 424
• Chapter Review = 424
• PART FOUR : Media Influences and Issues = 425
• CHAPTER 15 LIMITED, EFFECTS : SHORT-TERM MEDIA INFLUENCES ON INDIVIDUALS = 426
• Early Evidence Supporting a Belief in Maximum Effects = 429
• Explaining Media Effects : The "Magic Bullet" Theory = 430
• Research Begins with the "Magic Bullet" Theory = 430
• The Payne Fund Studies of Movies and Children = 431
• Radio Reports the Invasion from Mars = 435
• Beyond the Magic Bullet : Selective and Limited Effects = 438
• The "Why We Fight" Film Experiments During World War Ⅱ = 438
• Effects of the Media in a Presidential Campaign = 440
• Audience Uses and Gratifications in the Selection of Media Content = 445
• The Foundation Studies = 445
• Explaining Media Effects : Uses and Gratifications Theory = 446
• Assessing a New Medium = 447
• Children's Uses of Television = 448
• The Issue of Television and Violence = 450
• The Report to the Surgeon General = 450
• The Second Report to the Surgeon General = 454
• The Bottom Line : The Research Evidence Reveals Only Weak Effects = 455
• Chapter Review = 456
• CHAPTER 16 POWERFUL EFFECTS : MEDIA INFLUENCES ON SOCIETY AND CULTURE = 458
• Theories of Long-Term Influences = 460
• Accumulation Theory : The "Adding Up" of Minimal Effects = 460
• Media and the Liberal Arts : The Media's Role in Defining Environmental Issues = 464
• Adoption of Innovation Theory : The Role of the Media = 465
• Explaining Media Effects : The Theory of Accumulation of Minimal Effects = 466
• Implications of Long-Term Theories = 468
• Socialization Theories : Incidental Lessons on Social Behavior = 469
• Modeling Theory : Adopting Behavior Portrayed by the Media = 470
• Explaining Media Effects : Modeling Theory = 471
• Social Expectations Theory : Learning Group Requirements = 472
• Implications of Socialization Theories = 474
• Explaining Media Effects : Social Expectations Theory = 475
• Theories of Word-Meaning Relationships = 476
• Constructing Personal and Shared Understandings = 476
• Stereotype Theory : Negative Meanings for Minorities = 480
• Explaining Media Effects : The Word-Meaning Theory of Media Portrayals = 481
• Explaining Media Effects : Stereotype Theory = 482
• The Mentally Ⅲ : A Case Study in Stereotype Theory = 484
• Implications of Word-Meaning Relationship Theories = 488
• Chapter Review = 489
• CHAPTER 17 CONTROLS : POLICIES, POLITICS, AND THE MEDIA = 490
• Political Protections : The Constitutional Framework = 494
• The Historical Legacy = 495
• The First Amendment = 496
• Technology's Role - From Printing Presses to Cyberspace = 498
• Protection from Libel = 500
• Libel Laws and the Media = 500
• Multimillion-Dollar Libel Suits = 501
• Libel and Congress = 503
• Trial by Media = 503
• Moral Values : Obscenity and Pornography = 506
• The Government's Secrets During National Crises = 508
• Direct Censorship in Wartime = 511
• Challenges to Government Secrecy = 512
• Protection for Reporters' Sources = 514
• Political Constraints : The Agents of Control = 516
• The Courts = 516
• The Legislatures = 517
• The Executive Branch = 518
• Regulation and Other Controls = 520
• Controls by the Federal Trade Commission = 521
• Deregulation of Communication = 522
• Outside Pressures on the Media = 523
• Chapter Review = 524
• CHAPTER 18 ETHICS : ASSESSING THE BEHAVIOR OF THE MEDIA = 525
• What Is Unethical Is Not Always Illegal = 527
• Growing Concern Over Media Ethics = 529
• Special Privileges, Special Responsibilities = 534
• Beyond the First Amendment = 535
• The Long Struggle for Professionalism = 536
• Media Criticism and Media Ethics = 537
• A Double Standard = 540
• The Link to Individuals and Content = 540
• Dimensions of Ethic for the Media = 541
• Accuracy and Fairness = 541
• The Behavior of Reporters = 542
• Conflict of Interest = 543
• Alternative Approaches to Ethics = 544
• Situational Ethics = 544
• The Continuing Search = 544
• Credibility Studies and Market Research = 545
• Ethics, Technology, and the Future = 545
• Chapter Review = 548
• NOTES AND REFERENCES = 549
• GLOSSARY = 564
• INDEX = 577