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Unit One Introduction 1

Passage One The Meaning of“Communication”&By Wilbur Schramm and William E.Porter 1

Passage Two McQnail s Normative Theories&By James Watson 4

Passage Three Hot and Cold&By Marshall McLuhan 8

Passage Four Minerva s Owl&By Harold A.Innis 10

Passage Five Photojournalism as Eyewitness to History&By Howard Chapnick 14

Unit Two Book 23

Passage One Books in History&By John Vivian 23

Passage Two Book Publishing&By Harold L.Vogel 25

Passage Three The Printing Press as An Agent of Change&By Edwin Emery,Michael Emery and Nancy L.Roberts 28

Passage Four Areopagitica:A Speech for the Liberty of Unlicensed Printing&By John Milton 31

Unit Three Magazine 38

Passage One Magazine as Media Innovators&By John Vivian 38

Passage Two Magazines Push Images Over Words&By David Carr 41

Passage Three Luce and Time&By Edwin Emery,Michael Emery and Nancy L.Roberts 44

Passage Four Early Periodical as Publicist Instrument of Criticism&By Jürgen Habermas 46

Unit Four Newspaper 53

Passage One Newspaper Industry&By John Vivian 53

Passage Two Tedium on Deadline&By Tunku Varadarajan 55

Passage Three The New York Times in 1990s&By Edwin Emery,Michael Emery and Nancy L.Roberts 58

Passage Four Natural History of the Newspaper&By Robert E.Park 62

Unit Five Film 68

Passage One Importance of Movies&By John Vivian 68

Passage Two The Structure of the Western Film&By Will Wright 70

Passage Three Hollywood s Big Six&By Douglas Gomery 77

Passage Four Hurrah for Hollywood&By Stefano Hatfield 82

Unit Six Radio 89

Passage One Future of Radio&By John Vivian 89

Passage Two FM s Rise&By Joseph Dominick,Barry L.Sherman,Gary Copeland 92

Passage Three Characteristics of American Radio&By John Vivian 94

Passage Four George Hicks and the Network Coverage of the Pool Broadcast of D-Day&By George Hicks 96

Passage Five The Assets and Liabilities in Radio&By Herbert Hoover 98

Unit Seven TV 105

Passage One Impact of Television&By John Vivian 105

Passage Two Culture&By Raymond Williams 109

Passage Three The Case for Television Journalism&By Eric Sevareid 112

Passage Four CBS News&By Edwin Emery,Michael Emery and Nancy L.Roberts 117

Unit Eight Internet 125

Passage One Internet&By John Vivian 125

Passage Two Worldwide Wedge:Division and Contradiction in the Global Information Infrastructure&By Peter Golding 128

Passage Three Drudge Report&By Marcia Layton Turner 132

Passage Four Internet and International News Flow&By William A.Hachten 134

Unit Nine Education for Journalism and Communication 142

Passage One The Origin of Journalism Education&By J.Herbert Altschull 142

Passage Two Graduate Programs of Medill School of Journalism of Northwestern University 146

Passage Three What They Don t Teach at J-School&By Clyde Haberman 151

Passage Four Green-Eyeshades Versus the Chi-Squares&By Everett M.Rogers 153

Unit Ten Advertising 160

Passage One Media Choices&By John Vivian 160

Passage Two Origins of Advertising&By John Vivian 164

Passage Three Advertising:the Magic System&By Raymond Williams 166

Passage Four Advertising:Agencies and Copywriters&By Edwin Emery,Michael Emery and Nancy L.Roberts 169

Unit Eleven Public Relations 177

Passage One Defining Public Relations&By John Vivian 177

Passage Two Public Relations Services&By John Vivian 180

Passage Three Newsmaking&By Thomas R.Dye and Harmon Zeigler 182

Passage Four The Roots of Public Relations&By Edwin Emery,Michael Emery and Nancy L.Roberts 184

Unit Twelve Media Economy 193

Passage One Economic Foundation of Mass Media&By John Vivian 193

Passage Two The Two Economies&By John Fiske 197

Passage Three Television Programming&By Joseph Dominick,Barry L.Sherman,Gary Copeland 201

Passage Four Rupert Murdoch&By Daniel Webster Hollis 204

Unit Thirteen Culture Industry and Culture Studies 212

Passage One Culture Industry Reconsidered&By Theodor W.Adorno 212

Passage Two What Is British Cultural Studies？&By John Storey 216

Passage Three Properties of the New Media and a Socialist Strategy&By H.M.Enzensberger 220

Passage Four Hegemony:An Overview&By James Watson 224

Unit Fourteen Process of Mass Communication 233

Passage One Encoding/Decoding&By Stuart Hall 233

Passage Two The Acts of Communication&By Wilbur Schramm and William E.Porter 237

Passage Three The Circuit and the Acts&By Wilbur Schramm and William E.Porer 240

Passage Four Selecting the News:Gatekeeping&By James Watson 243

Unit Fifteen Effects of Mass Communication 251

Passage One Effects Studies&By John Vivian 251

Passage Two The Uses and Gratifications Model&By Wilbur Schramm and William E.Porter 254

Passage Three TV and Learning&By Joseph Dominick,Barry L.Sherman,Gary Copeland 257

Passage Four The Program of “The Martians Invasion”&By John Vivian 260

Unit Sixteen Mass Communication and Society 267

Passage One Some Social Functions of the Mass Media&By Paul F.Lazarsfeld and Robert K.Merton 267

Passage Two The Masses:The Implosion of the Social in the Medin&By Jean Baudrillard 271

Passage Three Why We Do It:A Need to Know ,a Need to Tell&By Daniel Henninger 274

Passage Four Investigative Reporting&By Edwin Emery,Michael Emery and Nancy L.Roberts 277

Unit Seventeen Mass Communication and Social Control 284

Passage One Government Manipulation of Media&By John Vivian 284

Passage Two Of the Liberty of Thought and Discussion&By John Stuart Mill 287

Passage Three The Zenger Case&By Edwin Emery,Michael Emery and Nancy L.Roberts 289

Passage Four Jefferson s View of the Press&By Edwin Emery,Michael Emery and Nancy L.Roberts 293

Unit Eighteen Laws and Ethics of Mass Communication 301

Passage One The First Amendment to the Constitution&By John Vivian 301

Passage Two Report of the Acting Chairman of PCC&By Robert Pinker 306

Passage Three Should the Names of Rape Victims Be Published？&By Alison Alexander and Jarice Hanson 308

Passage Four Attributing a Libel Is No Defense&By Melvin Mencher 310

Appendix A 318

Key to Exercises 318

Appendix B 328

Chinese Translations 328

Bibliography 406