Synopses & Reviews
This text encourages students to take more active roles as media consumers and gives them a deeper understanding of the role that the media play in both shaping and reflecting culture. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media producers, technologies, and industries. This was the first university-level text to make media literacy central to its approach.
Building on this tested emphasis, the updated fifth edition features a complete updating of industry statistics throughout, numerous new examples from the ongoing Iraq war, Virginia Tech shooting, the Don Imus controversy, and much more!
About the Author
Stanley Baran earned his Ph.D. in Communication research at the University of Massacusetts after taking his M.A. in journalism at Pennsylvania State University. He taught for 4 years at Cleveland State University, eventually moving to the University of Texas. He led the Department of Radio-TV-Film's graduate program for 6 of his 9 years in Austin and won numerous teaching awards there, including the AMOCO Teaching Excellence Award as the best instructor on that 40,000 students campus, the College of Communication's Teaching Excellence Award as that college's outstanding professor, and Utmost Magazine's Student Poll for best instructor; Dr. Baran moved to San Jose State University in 1987 and served 9 years as chair of the Department of Television, Radio, Film, and Theatre. At SJSU he was named President's Scholar as the university's outstanding researcher. Now, he teaches at Bryant University, where he is the founding chairman of that school's Communication Department. Among the other experiences that helped shaped this book are his service as a judge for the Fulbright Scholar Awards and his many years of professional activity in audience research, writing for radio, and producing for television. Dr. Baran has published 10 books and scores of scholarly articles, and he sits or has sat on the editorial boards of five journals. His work has been translated into half a dozen languages. He is a skilled sailor and plays tenor sax in the Wakefield, Rhode Island, Civil Band. He is married to Susan Baran and has three very cool children, Simmony, Matt, and Jordan.
Table of Contents
Brief Table of Contents Part One: Laying the Groundwork 1. Mass Communication, Culture, and Media Literacy 2. The Evolving Mass Communication Process
Part Two: Media, Media Industries, and Media Audiences 3. Books 4. Newspapers 5. Magazines 6. Film 7. Radio, Recording, and Popular Music 8. Television, Cable, and Mobile Video 9. Video Games 10. The Internet and the World Wide Web
Part Three: Supporting Industries 11. Public Relations 12. Advertising
Part Four: Mass-Mediated Culture in the Information Age 13. Theories and Effects of Mass Communication 14. Media Freedom, Regulation, and Ethics 15. Global Media Glossary References Acknowledgments Index Detailed Table of Contents Part One: Laying the Groundwork Chapter 1. Mass Communication, Culture, and Media Literacy What is Mass Communication? Communication Defined Mass Communication Defined What Is Culture? Culture as Socially Constructed Shared Meaning Functions and Effects of Culture Mass Communication and Culture Mass Media as Cultural Storytellers Mass Communication as Cultural Forum Scope and Nature of Mass Media The Role of Technology The Role of Money Cultural Forum: Audience as Consumer or Audience as Product? Mass Communication, Culture, and Media Literacy Oral Culture The Invention of Writing Literate Culture The Gutenberg Revolution The Industrial Revolution Media Literacy Elements of Media Literacy Media Literacy Skills Living Media Literacy: Living a Media Literate Life Resources for Review and Discussion
Chapter 2. The Evolving Mass Communication Process Industries in Turmoil The Good News for Media Industries Changes Concentration of Ownership and Conglomeration Globalization Cultural Forum: Concentration, Conglomeration and Serving Democracy Audience Fragmentation Hypercommercialism Erosion of Distinctions Among Media: Convergence Developing Media Literacy Skills: Reconsidering the Process of Mass Communication Media History Repeats: The Fraction of Selection Interpreter A-The Content Producer The Message Feedback and Interpreter B-The Audience Living Media Literacy: Read "the Trades" The Result Resources for Review and Discussion
Part Two: Media, Media Industries, and Media Audiences Chapter 3. Books Book Timeline A Short History of Books Books Come to Colonial North America Books and Their Audiences The Cultural Value of the Book Media History Repeats: The Role of Books in Social Movements Using Media to Make a Difference: Our Bodies, Ourselves Censorship Scope and Structure of the Book Industry Categories of Books From Idea to Publication Trends and Convergence in Book Publishing Convergence Conglomeration Demand for Profits and Hypercommercialism Growth of Small Presses Restructuring Book Retailing Cultural Forum: Freedom to Read Developing Media Literacy Skills: The Lessons of Harry Potter Living Media Literacy: Start a Citywide (or Campuswide)Book Conversation Resources for Review and Discussion
Chapter 4. Newspapers Newspaper Timeline A Short History of Newspapers The Earliest Newspapers Media History Repeats: Truth as a Defense Against Libel: The Zenger Trail The Modern Newspaper Emerges Newspapers and Their Audiences Scope and Structure of the Newspaper Industry Using Media to Make a Difference: When the Story Hits Home: The New Orleans Times-Picayune and Hurricane Katrina Types of Newspapers The Newspaper as an Advertising Medium The Wire and Feature Services Trends and Convergence in Newspaper Publishing Loss of Competition Conglomeration Hypercommercialism, Erosion of the Firewall, and Loss of Mission Cultural Forum: What If There Were No Newspapers? Convergence with the Internet Changes in Newspaper Readership Developing Media Literacy Skills: Interpreting Relative Place of Stories Living Media Literacy: Help a School Start an Online Newspaper Resources for Review and Discussion
Chapter 5. Magazines Magazine Timeline A Short History of Magazines The Early Magazine Industry The Mass Circulation Era Media History Repeats: Taking On the Giants: Muckraking in the Magazines The Era of Specialization Magazines and Their Audiences Scope and Structure of the Magazine Industry Categories of Consumer Magazines Magazine Advertising Types of Circulation Measuring Circulation Using Media to Make a Difference: Suzuki Samurai versus Consumer Reports Trends and Convergence in Magazine Publishing Online Magazines Custom Magazines Meeting Competition from Cable Television Advertorials Advertiser Influence over Magazine Content Cultural Forum: Advertorials Aimed at Young Girls Developing Media Literacy Skills: Recognizing the Power of Graphics Living Media Literacy: Teach Teens about Magazines Resources of Review and Discussion
Chapter 6. Film Film Timeline A Short History of Movies The Early Entrepreneurs The Coming Narrative Using Media to Make a Difference: African American Response to D.W. Griffith: The Lincoln and Micheaux Film Companies The Big Studios Change Comes to Hollywood Media History Repeats: Self-Censorship in Hollywood: The Movie Ratings Movies and Their Audiences Scope and Nature of the Film Industry Three Component Systems Cultural Forum: Why Don't We Go to the Movies Anymore? The Studios Trends and Convergence in Moviemaking Conglomeration and the Blockbuster Mentality Convergence Reshapes the Movie Business Developing Media Literacy Skills: Recognizing Product Placements Living Media Literacy: Smoke-Free Movies Resources for Review and Discussion
Chapter 7. Radio, Recording, and Popular Music Radio/Recording Timeline A Short History of Radio and Sound Recording Early Radio Early Sound Recording The Coming of Broadcasting The Coming of Regulation Advertising and the Networks The Golden Age Radio and Its Audiences Scope and Nature of the Radio Industry FM, AM, and Noncommercial Radio Radio Is Local Radio Is Fragmented Radio Is Specialized Radio Is Personal Radio Is Mobile The Business of Radio Radio as an Advertising Medium Deregulation and Ownership Media History Repeats: Problems with Radio Ratings Scope and Nature of the Recording Industry The Major Recording Companies Using Media to Make a Difference: Rock 'n' Roll, Radio, and Race Relations Cultural Forum: Rock and Rap: Selling or Selling Out? Trends and Convergence in Radio and Sound Recording The Impact of Television Satellite and Cable Mobile Phones and the Sound of Money Terrestrial Digital Radio Web Radio and Podcasting Digital Technology The Internet and the Future of the Recording Industry Industry-Approved Downloading P2P Downloading Developing Media Literacy Skills: Listening to Shock Jocks Living Media Literacy: College Radio Resources for Review and Discussion
Chapter 8. Television, Cable, and Mobile Video Television Timeline A Short History of Television Mechanical and Electronic Scanning The 1950s Media History Repeats: Can't Find Them or They Aren't There? Where Have All the Boys and Minorities Gone? The Coming of Cable Television and Its Audiences Using Media to Make a Difference: The Creation of Sesame Street Scope and Nature of the Broadcast Television Industry The Networks and Program Content How a Program Gets on the Air Cable and Satellite Television Programming Trends and Convergence in Television and Cable VCR DVD DVR Digital Television Television and Video on the Internet Interactive Television Phone-over-Cable Cultural Forum: Brand X: Controlling the Flow of Information Mobile Video Developing Media Literacy Skills: Recognizing Staged News Living Media Literacy: Turn Off Your TV Resources for Review and Discussion
Chapter 9. Video Games Video Game Timeline A Short History of Computer and Video Games Today's Games Emerge Rapid-Fire Developments Games and Their Players What Is a Videogame? Who Is Playing? Using Media to Make a Difference: Using Games for Good Scope and Nature of the Videogame Industry Trends and Convergence in the Videogame Industry Convergence Everywhere Hypercommercialization Cultural Forum: The Portrayal of Women in Videogames Developing Media Literacy Skills: Using the ESRB Ratings Living Media Literacy: Start a Responsible Gaming Advocacy Group Resources for Review and Discussion
Chapter 10. The Internet and The World Wide Web Internet and World Wide Web Timeline A Short History of the Internet Development of the Computer Military Applications The Personal Computer The Internet Today Using the Internet The World Wide Web The Internet and Its Users Commercialization of the Internet Changes in the Mass Communication Process The Double Edge of Technology McLuhan's Renaissance Reconceptualizing Life in an Interconnected World The Internet and Freedom of Expression Freedom of the Press for Whom? Using Media to Make a Difference: MoveOn.org Controlling Internet Expression Pornography on the World Wide Web Copyright (Intellectual Property Ownership) Media History Repeats: Rating the Web Privacy Virtual Democracy Cultural Forum: Is Broadband Fast Food or Power? Developing Media Literacy Skills: Making Our Way in an Interconnected World Living Media Literacy: POP for Privacy Resources for Review and Discussion
Part Three: Supporting Industries Chapter 11. Public Relations Public Relations Timeline Defining Public Relations Using Media to Make a Difference: The MADD Campaign A Short History of Public Relations Early Public Relations The Propaganda-Publicity Stage Early Two-Way Communication Advanced Two-Way Communication Shaping the Character of Public Relations Public Relations and Its Audiences Scope and Structure of the Public Relations Industry Public Relations Activities Cultural Forum: The War in Iraq: The Pentagon Does PR Organization of a Public Relations Operation Trends and Convergence in Public Relations Globalization and Specialization Convergence Trust in Public Relations Media History Repeats: Boosting Smoking Among Women Developing Media Literacy Skills: Recognizing Video News Releases Living Media Literacy: Practice Public Relations Resources for Review and Discussion
Chapter 12. Advertising Advertising Timeline A Short History of Advertising Early Advertising Industrialization and the Civil War Magazine Advertising The Advertising Agency and Professionalism Advertising and Radio World War II Advertising and Television Using Media to Make a Difference: Effecting Positive Social Change The Evolution of Television Commercials Advertising and Its Audiences Criticisms and Defenses of Advertising Specific Complaints Media History Repeats: Boosting Smoking Among Children Cultural Forum: Challenging Advertising: Adbusters and Uncommercials Scope and Nature of the Advertising Industry The Advertising Agency Types of Advertising The Regulation of Advertising Measuring the Effectiveness of Advertising Trends and Convergence in Advertising New and Converging Technologies Increased Audience Segmentation Psychographics Globalization Developing Media Literacy Skills: Interpreting Intentional Imprecision Living Media Literacy: BadAds.org Resources for Review and Discussion
Part Four: Mass-Mediated Culture in the Information Age Chapter 13. Theories and Effects of Mass Communication Mass Communication Theories and Effects Timeline The Effects Debate Micro- versus Macro-Level Effects Administrative Versus Critical Research Transmissional Versus Ritual Perspective Defining Mass Communication Theory A Short History of Mass Communication Theory The Era of Mass Society Theory The Era of the Scientific Perspective The Era of Limited Effects Theory The Era of Cultural Theory-A Return to the Idea of Powerful Effects Symbolic Interaction Social Construction of Reality Cultivation Analysis Critical Cultural Theory The Effects of Mass Communication-Four Questions Does Media Violence Lead to Aggression? Using Media to Make a Difference: Television and the Designated Driver Do Portrayals of Drugs and Alcohol Increase Consumption? What Is Media's Contribution to Gender and Racial/Ethnic Stereotyping? Cultural Forum: The Effects of Television Commercials on Childhood Obesity Living Media Literacy: Be a Media Effects Researcher Do Media Have Prosocial Effects? Developing Media Literacy Skills: Applying Mass Communication Theory Resources for Review and Discussion
Chapter 14. Media Freedom, Regulation, and Ethics Media Freedom, Regulation, and Ethics Timeline A Short History of the First Amendment Early Sentiment for a Free Press Defining and Refining the First Amendment Other Issues of Freedom and Responsibility Media History Repeats: Larry Flynt and Protection for Expression We Don't Like Using Media to Make a Difference: The Red Lion Decision and the Rights of the Audience Social Responsibility Theory Media Industry Ethics Defining Ethics Three Levels of Ethics Balancing Conflicting Interests Codes of Ethics and Self-Regulation Cultural Forum: Run-up to War: Misuse of Anonymous Sources? Codes of Ethics and Self-Regulation Developing Media Literacy Skills: Media Reform Living Media Literacy: Confront and Complain Resources for Review and Discussion
Chapter 15. Global Media Global Media Timeline A Short History of Global Media International Mass Media before Satellites Satellites and Global Mass Media Cultural Forum: Al-Hurra or al-Bada? Global Media Today Comparative Analyses Media History Repeats: Helping or Hurting Freedom of Expression in China? <5>Programming The Debate over Cultural Imperialism The MacBride Report and the NWIO Using Media to Make a Difference: Telling Stories, Saving Lives The Case for the Global Village The Case Against the Global Village Developing Media Literacy Skills: Making Our Way in the Global Village Living Media Literacy: Support the Media Literacy Movement Resources for Review and Discussion Glossary References Acknowledgments Index