The Media of mass communication

목차 (Table of Contents)

• 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