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PART one LAYING THE GROUNDWORK 1

1 Mass Communication,Culture,and Media Literacy 1

What Is Mass Communication? 2

Communication Defined 3

Mass Communication Defined 5

What Is Culture? 8

Culture as Socially Constructed Shared Meaning 8

Functions and Effects of Culture 9

Mass Communication and Culture 15

Mass Media as Cultural Storytellers 16

Mass Communication as Cultural Forum 17

Scope and Nature of Mass Media 18

The Role of Technology 19

The Role of Money 20

Cultural Forum:Audience as Consumer or Audience as Product? 21

Changes 22

Concentration of Ownership and Conglomeration 22

Globalization 25

Audience Fragmentation 25

Hypercommercialism 26

Erosion of Distinctions among Media:Convergence 27

Mass Communication,Culture,and Media Literacy 29

Oral Culture 29

The Invention of Writing 30

Literate Culture 31

The Gutenberg Revolution 32

The Industrial Revolution 35

Media Literacy 35

Elements of Media Literacy 36

Media Literacy Skills 40

Living Media Literacy:Living a Media Literate Life 43

Resources for Review and Discussion 45

Chapter Review 45

Key Terms 46

Questions for Review 47

Questions for Critical Thinking and Discussion 47

PART two MEDIA,MEDIA INDUSTRIES,AND MEDIA AUDIENCES 47

2 Books 49

Book Timeline 50

A Short History of Books 51

Books in Colonial North America 51

Books and Their Audiences 56

The Cultural Value of the Book 56

Media Echoes:The Role of Books in Social Movements 58

Using Media to Make a Difference:Our Bodies,Ourselves 60

Censorship 62

Scope and Structure of the Book Industry 64

Categories of Books 64

From Idea to Publication 66

Trends and Convergence in Book Publishing 67

Convergence 67

Conglomeration 70

Demand for Profits and Hypercommercialism 71

Growth of Small Presses 75

Restructuring of Book Retailing 76

Cultural Forum:Freedom to Read 78

Developing Media Literacy Skills:The Lessons of Harry Potter 80

Living Media Literacy:Start a Citywide Book Conversation 82

Resources for Review and Discussion 84

Chapter Review 84

Key Terms 84

Questions for Review 85

Questions for Critical Thinking and Discussion 85

3 Newspapers 87

Newspaper Timeline 88

A Short History of Newspapers 90

The Earliest Newspapers 90

The Modern Newspaper Emerges 93

Media Echoes:Truth as a Defense against Libel:The Zenger Trial 94

Newspapers and Their Audiences 98

Scope and Structure of the Newspaper Industry 99

Types of Newspapers 99

The Newspaper as an Advertising Medium 104

The Wire and Feature Services 105

Trends and Convergence in Newspaper Publishing 106

Loss of Competition 106

Hypercommercialism and the Erosion of the Firewall 107

Cultural Forum:What if There Were No Newspapers? 108

Civic Journalism 111

Using Media to Make a Difference:Covering the Issue of Race 112

Convergence with the Internet 112

Changes in Newspaper Readership 116

Developing Media Literacy Skills:Interpreting Relative Placement of Stories 119

Living Media Literacy:Help a School Start an Online Newspaper 120

Resources for Review and Discussion 121

Chapter Review 121

Key Terms 122

Questions for Review 122

Questions for Critical Thinking and Discussion 123

4 Magazines 125

Magazine Timeline 126

A Short History of Magazines 128

The Early Magazine Industry 128

The Mass Circulation Era 129

The Era of Specialization 131

Media Echoes:Taking On the Giants:Muckraking in the Magazines 132

Magazines and Their Audiences 135

Scope and Structure of the Magazine Industry 135

Categories of Consumer Magazines 136

Magazine Advertising 137

Types of Circulation 137

Measuring Circulation 138

Using Media to Make a Difference:Suzuki Samurai versus Consumer Reports 139

Trends and Convergence in Magazine Publishing 140

Online Magazines 140

New Types of Magazines 142

Meeting Competition from Television 142

Advertorials 143

Advertiser Influence over Magazine Content 144

Cultural Forum:Advertorials Aimed at Young Girls 145

Developing Media Literacy Skills:Recognizing the Power of Graphics 146

Living Media Literacy:Teach Teens about Magazines 147

Resources for Review and Discussion 149

Chapter Review 149

Key Terms 150

Questions for Review 150

Questions for Critical Thinking and Discussion 151

5 Film 153

Film Timeline 154

A Short History of the Movies 156

The Early Entrepreneurs 157

The Coming of Narrative 160

The Big Studios 163

Using Media to Make a Difference:African American Response to D.W.Griffith:The Lincoln and Micheaux Film Companies 164

Change Comes to Hollywood 165

Media Echoes:Self-Censorship in Hollywood:The Movie Ratings 168

Movies and Their Audiences 172

Scope and Nature of the Film Industry 174

Three Component Systems 174

The Studios 177

Trends and Convergence in Moviemaking 179

Conglomeration and the Blockbuster Mentality 179

Cultural Forum:Constructing the Perfect Movie? 182

Convergence Reshapes the Movie Business 184

Developing Media Literacy Skills:Recognizing Product Placements 187

Living Media Literacy:Smoke-Free Movies 189

Resources for Review and Discussion 190

Chapter Review 190

Key Terms 191

Questions for Review 192

Questions for Critical Thinking and Discussion 192

6 Radio and Sound Recording 193

Radio/Recording Timeline 194

A Short History of Radio and Sound Recording 196

Early Radio 196

Early Sound Recording 198

The Coming of Broadcasting 199

The Coming of Regulation 200

Advertising and the Networks 202

The Golden Age 203

Radio and Its Audiences 205

Scope and Nature of the Radio Industry 206

FM,AM,and Noncommercial Radio 206

Radio Is Local 207

Radio Is Fragmented 208

Radio Is Specialized 208

Radio Is Personal 209

Radio Is Mobile 209

The Business of Radio 209

Radio as an Advertising Medium 210

Deregulation and Ownership 210

Media Echoes:Problems with Radio Ratings 211

Scope and Nature of the Recording Industry 212

The Major Recording Companies 213

Using Media to Make a Difference:Rock 'n' Roll,Radio,and Race Relations 214

Cultural Forum:Rock and Rap:Selling or Selling Out? 218

Trends and Convergence in Radio and Sound Recording 220

The Impact of Television 220

Satellite and Cable 221

Digital Technology 222

The Internet and the Future of the Recording Industry 223

Industry-Approved Downloading 224

P2P Downloading 225

Digital Radio 226

Web Radio 226

Developing Media Literacy Skills:Listening to Shock Jocks 227

Living Media Literacy:College Radio 229

Resources for Review and Discussion 230

Chapter Review 230

Key Terms 231

Questions for Review 232

Questions for Critical Thinking and Discussion 232

7 Television 233

Television Timeline 234

A Short History of Television 236

Mechanical and Electronic Scanning 236

The 1950s 238

Television and Its Audiences 245

Media Echoes:Can't Find Them or They Aren't There?Where Have All the Boys and Minorities Gone? 246

Scope and Nature of the Television Industry 248

Using Media to Make a Difference:The Creation of Sesame Street 250

The Networks and Program Content 250

How a Program Gets on the Air 252

Trends and Convergence in Television 253

Cable 254

VCR 257

DVD 258

Remote Control 259

Direct Broadcast Satellite(DBS) 259

Digital Video Recorders 259

Digital Television 260

Cultural Forum:Does DVR Make You a Thief? 262

The Internet on Television 264

Television and Video on the Internet 265

Interactive Television 265

Developing Media Literacy Skills:Recognizing Staged News 266

Living Media Literacy:Turn Off Your TV 269

Resources for Review and Discussion 270

Chapter Review 270

Key Terms 270

Questions for Review 271

Questions for Critical Thinking and Discussion 272

8 The Internet and the World Wide Web:Changing the Paradigm 273

Internet and World Wide Web Timeline 274

A Short History of the Internet 277

Development of the Computer 278

Military Applications 279

The Personal Computer 281

The Internet Today 282

Using the Internet 283

The World Wide Web 284

The Internet and Its Users 286

Commercialization of the Internet 288

Changes in the Mass Communication Process 290

Cultural Forum:Battling Spam 291

The Double Edge of Technology 292

McLuhan's Renaissance 293

Reconceptualizing Life in an Interconnected World 295

The Internet and Freedom of Expression 295

Freedom of the Press for Whom? 295

Using Media to Make a Difference:MoveOn.org 298

Controlling Internet Expression 301

Pornography on the World Wide Web 302

Copyright(Intellectual Property Ownership) 303

Media Echoes:Rating the Web 304

Personal Identity 306

Privacy 307

Virtual Democracy 311

Developing Media Literacy Skills:Making Our Way in an Interconnected World 315

Living Media Literacy:POP for Privacy 316

Resources for Review and Discussion 319

Chapter Review 319

Key Terms 320

Questions for Review 321

Questions for Critical Thinking and Discussion 321

PART three MASS-MEDIATED CULTURE IN THE INFORMATION AGE 321

9 Theories and Effects of Mass Communication 323

Mass Communication Theories and Effects Timeline 324

The Effects Debate 325

Micro-versus Macro-Level Effects 328

Administrative versus Critical Research 329

Transmissional versus Ritual Perspective 330

Defining Mass Communication Theory 331

A Short History of Mass Communication Theory 332

The Era of Mass Society Theory 333

The Era of the Scientific Perspective 335

The Era of Limited Effects Theory 337

The Era of Cultural Theory 346

Symbolic Interaction 347

Social Construction of Reality 347

Cultivation Analysis 348

Critical Cultural Theory 350

The Effects of Mass Communication 353

Violence 354

Using Media to Make a Difference:Television and the Designated Driver 356

Drugs and Alcohol 359

Gender and Racial/Ethnic Stereotyping 361

Political Campaigns and Voting 363

Cultural Forum:The Effects of Television Commercials on Childhood Obesity 364

Living Media Literacy:Be a Media Effects Researcher 368

Prosocial Effects 368

Developing Media Literacy Skills:Applying Mass Communication Theory 369

Resources for Review and Discussion 370

Chapter Review 370

Key Terms 371

Questions for Review 373

Questions for Critical Thinking and Discussion 373

10 Media Freedom,Regulation,and Ethics 375

Media Freedom,Regulation,and Ethics Timeline 376

A Short History of the First Amendment 378

Early Sentiment for a Free Press 379

Defining and Refining the First Amendment 379

Other Issues of Freedom and Responsibility 387

Media Echoes:Larry Flynt and Protection for Expression We Don't Like 389

Using Media to Make a Difference:The Red Lion Decision and the Rights of the Audience 391

Social Responsibility Theory 396

Media Industry Ethics 397

Defining Ethics 397

Three Levels of Ethics 398

Balancing Conflicting Interests 398

Codes of Ethics and Self-Regulation 406

Developing Media Literacy Skills:Media Reform 408

Cultural Forum:Run-up to War:Misuse of Anonymous Sources? 409

Living Media Literacy:Confront and Complain 414

Resources for Review and Discussion 416

Chapter Review 416

Key Terms 416

Questions for Review 417

Questions for Critical Thinking and Discussion 418