Media now : communications media in the information age

목차 (Table of Contents)

• 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