Updated in a new 10th edition, this book is organized around a "balanced" approach and provides the principles and foundations of media literacy with coverage of contemporary media issues. This book covers the on-going transformations in mass media and offers accessible insight into the important issues through lively examples, streamlined coverage, and a robust media tools.
Table of Contents
CHAPTER 1: MASS MEDIA LITERACY Media Ubiquity Human Communication Media and Society Media Finances Chapter Wrap-Up Review Questions Media Literacy: A Thematic Chapter Summary CHAPTER 2: MEDIA TECHNOLOGY Media Technology Printing Technology Chemistry Technology Electrical Technology New Technologies Digital Integration Technology and Mass Communication Chapter Wrap-up Review Questions Media Technology: A Thematic Chapter Summary CHAPTER 3: MEDIA ECONOMICS Financial Foundations Ownership Structures Sponsored Media New Media Models Debate over Government Role Historic Media-Government Links New Media Funding Innovation -- Triggering Patterns Chapter Wrap-Up Review Questions Media Economics: A Thematic Chapter Summary CHAPTER 4: INK ON PAPER Publishing Industry Newspaper Industry Post-Print Culture Magazine Industry Status Magazine Innovations Book Industry Book Genres New Directions for Books New Book Technology Chapter Wrap-Up Review Questions Ink on Paper: A Thematic Chapter Summary CHAPTER 5: SOUND MEDIA The Recording Industry New Digital Music Landscape Regulatory Pressure Dependence on Radio Influence of Radio Radio Content Radio Station Formats Commercial Terrestrial Radio Corporate Radio Public Radio Satellite Radio Whither Radio? Chapter Wrap-Up Review Questions Sound Media: A Thematic Chapter Summary CHAPTER 6: MOTION MEDIA The Television-Movies Meld Movies: First of the Motion Media Movie Products Hollywood Studios The Box Office Television in Transition Broadcast/Terrestrial Television Cable/Satellite Television Video on Demand Public Television Future for Television Chapter Wrap-Up Review Questions Motion Media: A Thematic Chapter Summary CHAPTER 7: NEW MEDIA LANDSCAPE Portals Search Engines Messaging User-Generated Sites Online Commerce Online Domination Games Online Archives Chapter Warp-Up Review Questions Mew Media Landscape: Thematic Chapter Summary CHAPTER 8: NEWS Journalism Traditions Concept of News Personal Values in News Variables Affecting News New Realities in News Journalism Trends Chapter Wrap-Up Review Questions News: A Thematic Chapter Summary CHAPTER 9: ENTERTAINMENT Entertainment in History Storytelling Music Sports as Media Entertainment Sex as Media Content Gaming as Media Content Artistic Values Chapter Wrap-Up Review Questions Entertainment: A Thematic Chapter Summary CHAPTER 10: PUBLIC RELATIONS Importance of Public Relations Origins of Public Relations Structure of Public Relations Public Relations Services Public Relations and Advertising Media Relations Directions for Public Relations Chapter Wrap-Up Review Questions Public Relations: A Thematic Chapter Summary CHAPTER 11: ADVERTISING Importance of Advertising Origins of Advertising Advertising Agencies Placing Advertisements New Advertising Platforms Brand Strategies Advertising Tactics New Advertising Techniques Problems and Issues Chapter Wrap-Up Review Questions Advertising: A Thematic Chapter Summary CHAPTER 12: MASS AUDIENCES Discovering Mass Audiences Audience Measurement Principles Measuring Audience Size Audience Measurement Techniques Measuring Audience Reaction Audience Analysis Chapter Wrap-Up Review Questions Mass Audience: A Thematic Chapter Summary CHAPTER 13: MASS MEDIA EFFECTS Effects Theories Lifestyle Effects Attitude Effects Cultural Effects Behavioral Effects Media-Depicted Violence Chapter Wrap-Up Review Questions Mass Media Effects: A Thematic Chapter Summary CHAPTER 14: MEDIA AND DEMOCRACY Media Role in Governance Media Effects on Governance Government Manipulation of Media Political Campaigns Chapter Wrap-Up Review Questions Media and Democracy: A Thematic Chapter Summary CHAPTER 15: MASS MEDIA GLOBALIZATION Mass Media and Nation States War as Libertarian Test Arab Media Systems Media and Terrorism Battle for Iran China Media Distinctive Media Systems Chapter Wrap-Up Review Questions Mass Media Globalization: A Thematic Chapter Summary CHAPTER 16: MEDIA LAW Intellectual Property Free Expression Broadening Protection Defamation Indecency Chapter Wrap-Up Review Questions Media Law: A Thematic Chapter Summary CHAPTER 17: ETHICS The Difficulty of Ethics Media Ethics Moral Principles Process versus Outcome Potter's Box Ethics and Related Issues Unsettled, Unsettling Questions Chapter Wrap-Up Review Questions Ethics: A Thematic Chapter Summary
