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Head's Broadcasting in America: a Survey of Electronic Media (10TH 10 Edition)


Head's Broadcasting in America: a Survey of Electronic Media (10TH 10 Edition) Cover


Synopses & Reviews

Publisher Comments:

After fifty years of market prominence and incredible demand from loyal users, Head’s Broadcasting in America’s tenth edition returns as the celebrated leader in its field with its renowned treatment of electronic media as a social force and with a distinguished new author team from Sydney Head's legacy school, the University of Miami.


Head’s Broadcasting in America distinguishes itself by presenting electronic media both as products of contemporary social forces and as social forces in their own right. This book will introduce you to the exciting changes taking place in electronic media. It will help you examine the emerging information infrastructure and the accelerating convergence of various electronic media forms. It will also help you explore the role electronic media plays in many academic areas, ranging from economics to law, from history to social science. You will find this industry more accessible as you experience broadcasting dually through the people and the products that have shaped the history of this medium and through your own experiences with broadcasting in your daily life.


Rev. ed. of: Broadcasting in America / Sydney W. Head. 9th ed. 2001.

Table of Contents

Chapter 1: Introducing Electronic Media

1.1 What It Means

1.2 The Players

1.3 Back to Basics

Chapter 2: From Radio to Television

2.1 Cultural Precedents

2.2 Technological Precedents

2.3 Wireless Communication

2.4 Birth of Broadcasting

2.5 Broadcasting Becomes an Industry

2.6 Government Regulation

2.7 Depression Years, 1929-1937

2.8 Early Radio Programs

2.9 That Little Black Box–The Development of FM Radio

2.10 The War Years

2.11 Radio Responds to Television

2.12 Early TV Development

2.13 TV Takes Off

2.14 Television’s Golden Age, 1948-1957

2.15 Looking Back, Looking Forward


Chapter 3: Cable and Newer Media

3.1 Emergence of Cable

3.2 Cable’s Acendancy

3.3 Advanced Cable Services

3.4 Programs via Satellite

3.5 Niche Services

3.6 Telephone Companies

3.7 The Internet

3.8 Electronics Revolution

3.9 Consumer Media

3.10 Broadcasting: Changing Course

3.11 Sorting It Out


Chapter 4: How Electronic Media Work

4.1 Electromagnetism

4.2 Radio and Audio Waves

4.3 Information, Formats, and Modulation

4.4 Wave Propagation

4.5 Mutual Interference

4.6 AM Stations

4.7 FM Stations          

4.8 Digital Signal Processing    

4.9 Digital Audio Broadcasting

4.10 Digital TV Begins

4.11 Digital (ATSC) versus Analog (NTSC) TV                      

4.12 DTV Transmission

4.13 DTV Reception

4.14 Low Power TV and Translators

4.15 Your TV Set


Chapter 5: Distribution by Wired Relays, Wireless Relays, and over the Internet

5.1 Wire Relays

5.2 Cable and Telephone Distribution Networks

5.3 Wireless Relays

5.4 Distribution by the Internet                                     

5.5 Mobile DTV Services        

5.6 The Future 


Chapter 6: Commercial Operations

6.1 The Basics

6.2 Broadcast Stations

6.3 Broadcast TV Networks

6.4 Cable

6.5 Cable Program Services

6.6 Advertising Basics

6.7 Advertising Rates

6.8 Advertising Standards

6.9 Subscription-Fee Revenue

6.10 Personnel

6.11 The Cost of Doing Business

6.12 Critique: Bottom-Line Mentality


Chapter 7: Noncommercial Services

7.1 From Educational Radio to "Public" Broadcasting

7.2 National Organizations

7.3 Public Stations

7.4 Economics

7.5 TV Program Sources

7.6 Noncommercial TV Programs

7.7 Noncommercial Radio Programs

7.8 Changing Roles


Chapter 8: Programs and Programming Basics

8.1 It’s Always about the Bottom Line

8.2 Reaching Audiences through Local, Syndicated, and Network Distribution Paths

8.3 Types of Program Content

8.4 Program Promotion and Brand Management

8.5 Programs and the Public Interest


Chapter 9: Ratings

9.1 Ratings Business

9.2 Collecting Data

9.3 Sampling

9.4 Determining Ratings and Shares

9.5 Use and Abuse of Ratings

9.6 Broadcast Audiences

9.7 Cable Audiences

9.8 Recording Devices

9.9 Measuring Internet Use

9.10 Other Applied Research


Chapter 10: Media Theory and Effects

10.1 Conducting and Evaluating Media Effects Research

10.2 Communication as a Process–A Simple Communication Model

10.3 Early Research in Media Effects

10.4 Media Effects Theories

10.5 The Active Audience

10.6 Brand Marketing Theory

10.7 Technological Determinism

10.8 The Effects of Media Violence: A Case Study


Chapter 11: The Communications Act, Licensing, and Structural Regulation

11.1 Federal Jurisdiction

11.2 Communications Act

11.3 FCC Basics

11.4 Broadcast Licensing

11.5 Operations

11.6 License Renewals and Transfers

11.7 Enforcement

11.8 Cable

11.9 Other Electronic Media

11.10 Media Ownership Regulations

11.11 Deregulation

11.12 Other Regulations


Chapter 12: Constitutional Issues and Content Regulation

12.1 First Amendment

12.2 Broadcasting's Limited Rights

12.3 First Amendment Status of Other Electronic Media

12.4 Things You Can't Say

12.5 Obscenity and Indecency

12.6 Political Access

12.7 Public Access

12.8 Serving Children

12.9 Copyright

12.10 Changing Perspectives


Chapter 13: A Global View

13.1 Controlling Philosophies

13.2 Pluralistic Trend

13.3 Deregulation and Privatization

13.4 International Cooperation

13.5 Access

13.6 Economics and Geography

13.7 Programs

13.8 Global Media

13.9 Transborder Broadcasting

13.10 International Distribution Technology


Product Details

McDowell, Walter S.
McGregor, Michael A.
Cram101 Textbook Reviews
Driscoll, Paul D.
McDowell, Walter
United states
Broadcasting -- United States.
Media Studies - Electronic Media
Edition Description:
Trade paper
MyCommunicationKit Series
Publication Date:
February 2009
Grade Level:
College/higher education:
10.6 x 8.4 x 0.6 in 735 gr

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Arts and Entertainment » Film and Television » Radio
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Head's Broadcasting in America: a Survey of Electronic Media (10TH 10 Edition) New Trade Paper
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Product details 360 pages Allyn & Bacon - English 9780205608133 Reviews:
"Synopsis" by , Rev. ed. of: Broadcasting in America / Sydney W. Head. 9th ed. 2001.
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