Preface About The Authors Part 1: The Changing Media Landscape Chapter 1: Mass Communication and its Digital Transformation Telephony: Case Study in Convergence Three Types of Convergence Technological Convergence Economic Convergence Cultural Convergence Implications of Convergence Media Organization Media Type Media Content Media Use Media Distribution Media Audience Media Profession Attitudes And Values Mass Communication in the Digital Age Interpersonal Communication Mass Communication Mass Communication and Convergence Functions of Mass Communication Surveillance Correlation Cultural Transmission Entertainment Television: The Future of Convergence Looking Back and Moving Forward Further Reading Chapter 2: Media Literacy In The Digital Age Education and Media What Is Media Literacy? What Makes Mediated Communication Different? Semiotics Framing Early Concerns of Media Effects Media Grammar Print Media Radio and Recorded Music Film and Television Digital-Media Grammar Implications of Commercial Media Commercial-Media Debate Concentration of Media Ownership Media Bias Developing Critical Media-Literacy Skills Media Careers Looking Back And Moving Forward Further Reading Part 2: Mass-Communication Formats Chapter 3: Print Media: Books, Newspapers, and Magazines Functions of Print Media Transmission of Culture Diffusion of Ideas and Knowledge Entertainment Distinctive Functions of Books History of Books to Today Monastic Scribes Johannes Gutenberg Beginnings of Mass Communication and Mass Literacy Cheaper and Smaller Books Dime Novels Mass-Market Paperbacks Print-on-Demand Ebooks Current Book-Industry Issues Sales and Readership of Books Outlook fot Books Distinctive Functions of Newspapers Local Newspapers National Newspapers History of Newspapers to Today The Commercial Press and the Partisan Press Colonial Readership and Finances The Golden Age of Newspapers Current Newspaper-Industry Issues Newspaper Chains Benefits of Chains Problems With Chains Leading Newspaper Chains Declining Number of Daily Newspapers Sales and Readership of Newspapers Circulation and Readership Advertising Outlook for Newspapers Distinctive Functions of Magazines History of Magazines to Today Current Magazine-Industry Issues Sales and Readership of Magazines Outlook for Magazines Media Careers Looking Back and Moving Forward Further Reading Chapter 4: Audio Media: Music Recordings, Radio The Recording Industry Distinctive Functions of the Recording Industry History of Recorded Music From Tin Pan Alley to Hollywood Rootsof Rock and Roll Redefining Rock The Recording Industry Today Recording-Industry Business Model Creation Promotion Distribution Pricing Structure Outlook for the Recording Industry Digital Rights Management and Illegal File Sharing New Business Models Emerging What Is Broadcasting? Radio Distinctive Functions of Radio History of Radio Wireless Telegraphy Exploring Radio's Early Potential Voice Transmission Radio Before, During, and After WWI Widespread Public Adoption of Radio Fm Radio, Edwin Howard Armstrong, and David Sarnoff Creating a Viable Business Model for Radio The Rise of Radio Networks Consolidation in Radio Station Ownership The Radio Industry Today Radio Station Programming Outlook for the Radio Industry Podcasting Satellite Radio Media Careers Looking Back and Moving Forward Further Reading Chapter 5: Visual Media: Photography, Movies, and Television Photography History of Photography Photographic Industry Today Movies History of the Movie Industry Silent Era: New Medium, New Technologies, New Storytelling Melies and Griffith Murnau, Flaherty, and Eisenstein Sound and Color Hollywood Movie Moguls Warner Brothers Walt Disney Samuel Goldwyn Marcus Loew Louis B. Mayer Hollywood Star System The Director as Auteur Technological Influences on Movie Genres Other Entertainment Sources for Movies Dvds and Streaming Movie Industry Today Marketing and Distribution for Movies Movie-Industry Business Model Outlook for the Movie Industry Television History of Television Seeing the Light: The First Television Systems Modern Television Takes Shape Programming and Genre Influences Pushing the Programming Envelope Cable Comes of Age Filling the Days Filling the Nights Sports Reality Shows Digital Television: Preparing the Way for Convergence The Rise of Flat-Panel Displays Television Distribution Broadcast TV Cable TV Satellite TV Television Industry Today Cable System Structure Satellite Vs. Cable Television-Industry Business Model Outlook for the Television Industry Media Careers Looking Back and Moving Forward Further Reading Chapter 6: Interactive Media: The Internet, Video Games, and Augmented Reality Interactivity Defined Interactive Media Vs. Mass Media Historical Development of User Interfaces Television Interfaces Intuitive Interfaces Keyboards Computer Mouse Touch Screens Natural Input Methods Graphical User Interfaces Historical Development of the Internet and the World Wide Web Internet Protocol World Wide Web Graphical Web Browsers Broadband Distribution Dynamics Video Games Historical Development of Video Games Types of Video Games Video-Game Industry Trends in Video Games Gamification Augmented Reality Ethics of Interactive Media Media Careers Looking Back and Moving Forward Further Reading Part 3: Media Perspectives Chapter 7: The Impact of Social Media Defining Social Media Dialogic Commmunication Social Production What Is Social about Social Media? Choice Conversation Curation Creation Collaboration Types of Social Media Email Discussion Boards and Web Forums Chat Rooms Blogs and Microblogs Wikis Social-Networking Sites Producers and Produsers Reputation, Ratings, and Trust Privacy Transparency Social Media: The Good, the Bad, and the Ugly Are Social Media Making Us Less Social? Are Social Media Making Us Dumber? Media Careers Looking Back and Moving Forward Further Reading Chapter 8: Journalism: From Information to Participation What Is News? The Historical Development of Journalism News Values and the Associated Press Pulitzer and Hearst: The Circulation Wars, Sensationalism, And Standards Joseph Pulitzer William Randolph Hearst The Rise of Electronic Journalism Murrow And News in TV's Golden Age Changes in Television News Foundations of Journalism The Hutchins Commission and a Free and Responsible Press Separation of Editorial and Business Operations Fairness and Balance in News Coverage Framing the News Expert Sources From Event to Public Eye: How News Is Created Gathering the News Producing the News Distributing the News Types of Journalism Alternative Journalism Public Journalism Citizen Journalism Constructive Journalism An International Perspective Journalism in the Digital World Nontraditional Sources Online User Habits Personalization Contextualization Convergence The Business of Journalism Salaries Diversity in the Newsroom Media Careers Looking Back and Moving Forward Further Reading Chapter 9: Public Relations: Building Relationships with Strategic Communications Strategic Communications Persuasive Communications Elaboration Likelihood Model (ELM) The Role of Media in Persuasion Public Relations The Historical Development of Public Relations Trends in the Development of Public Relations PR and Media Relations Pseudo-Events Distributing News to the Media in the Digital Age Finding Sources Online PR Firms and the PR Industry Changing Trends in PR Media Careers Looking Back and Moving Forward Further Reading Chapter 10: Advertising: The Power of Persuasion Advertising The Historical Development of Advertising Advertising Agencies Commercial Television Internet The Rise of Branding Selling Products, Selling Ideas Advertising Channels Print Media Electronic Media Outdoor Direct Mail Advertising in a Digital World Cookies Email Marketing Banner Ads Pop-Ups and Video Classifieds nd Auction Sites Search-Engine Ads Mobile Advertising In-Game Advertising Behavioral Advertising Viral Marketing Native Advertising The Advertising Business Advertising Agencies Changing Trends in Advertising Media Careers Looking Back and Moving Forward Further Reading Part 4: Media and Society Chapter 11: Media Ethics Ethics, Morals, and Laws Major Systems of Ethical Reasoning Character, or Virtue Ethics The Golden Rule The Golden Mean Virtue Ethics in Action Duties The Categorical Imperative Discourse Ethics Duties-Based Ethics in Action Consequences Utilitarianism Social Justice Consequence-Based Ethics in Action Relationships, or Dialogical Ethics Ethics of Care Dialogical Ethics in Action Moral Relativism Issues in Ethical Decision Making Role of Commercialism in Media Ethics Media Types Influencing Content Ethics in Journalism Privacy Rights Versus the Public's Right to Know Going Undercover Victimizing the Victims Mispresentation and Plagiarism Society of Professional Journalists Code of Ethics Ethical Issues in Advertising Deceptive Advertising Puffery Conflicts of Interest in Advertising Advertising Codes of Ethics Ethics in Public Relations Conflicts of Interest in PR Public Relations Codes of Ethics Ethics in Entertainment Stereotypes in Entertainment Sex and Violence Media Careers Looking Back and Moving Forward Further Reading Chapter 12: Communication Law and Regulation in the Digital Age The Legal Framework The Foundations of Freedom of Expression National Security Clear and Present Danger Prior Restraint Libel New York Times V. Sullivan (1964) Protecting Journalists against Libel Shield Laws Censorship The Censorship of Comics The Hays Code Indecent Content Obscenity Criticism, Ridicule, or Humor Regulating Electronic Media Early Days and the Radio Act of 1912 (1911-1926) Increasing Regulation and the Federal Radio Commission (1927-1933) The Communications Act and Spectrum Scarcity (1934-1995) The Telecommunications Act and the Internet (1996- Present) International Electronic Media Regulation The Federal Communications Commission (FCC) Universal Service The FCC, License Renewal, and Regulatory Power Spectrum Auction Regulating Commercial and Political Speech Commercial Speech Tobacco, Alcohol, and Marijuana Advertising Unclear Regulatory Boundaries Political Speech Equal-Time Rule Fairness Doctrine Children's Programming Protections The Children's Television Act Violent and Sexual Programming: The V-Chip Intellectual Property Rights Fair Use Privacy Legal Issues in the Digital World Digital Rights Management Privacy Content Rights and Responsibilities Media Careers Looking Back and Moving Forward Further Reading Chapter 13: Media Theory and Research Role of Theory and Research Mass Society, Mass Communication Media-Effects Research Propaganda and the Magic Bullet Payne Fund Radio's Wider Impact Television and Violence Limited Effects Cultivation Analysis Spiral of Silence Third-Person Effect Criticisms of Media-Effects Research Understanding the Audience Audiences Creating Meaning Uses and Gratifications Encoding/Decoding Reception Analysis Framing Cultural Studies Ideology and the Culture Industry Criticisms of Cultural Studies Sociohistorical Frameworks Information Society Political Economy Media Ecology Agenda Setting New Directions in Media Research Media Research: What Type of Science Is It? Quantitative Research Qualitative Research Qualitative and Quantitative Research Working Together Media Careers Looking Back and Moving Forward Further Reading Chapter 14: Mass Communication and Politics in the Digital Age Journalism And Political Coverage Politicians Using the News Sound Bites and Horse Races The Changing Tone of Television Political Coverage Opinion Polls Political Advertising Impact of Negative Advertising Effectiveness of Negative Advertising Politics and Entertainment Political Campaigns and Entertainment Political Debates Social Media and Political Campaigns Changes with Social Media Changing Rules for Politicians Social Media and Civic Engagement Databases and Government Transparency Smart Mobs Political Polarization and Media Habits Media Careers Looking Back and Moving Forward Further Reading Chapter 15: Global Media in the Digital Age Four Theories of International Mass Communication Authoritarian Theory Libertarian Theory Social Responsibility Theory Soviet Theory The Public, the Public Sphere, and Public Opinion Political and Socioeconomic Issues with Global Media Media in Developing Countries Searching for Truth: Self-Censorship in China The Digital Divide Global Media, Local Values New Worlds--or Cultural Imperialism? Convergence and its Discontents Globalization of Media Production Global Media Flow Protecting Local Voices Some Developing Nations A Neighbo(U)Ring Nation Promoting Global Voices Cybersecurity and Media Media Careers Looking Back and Moving Forward Further Reading Glossary Notes Credits Index
