Table of Contents
Part 1: Connections for Communication
Chapter 1: Understanding Communication Concepts in the Internet Age
Studying Media Strategically
The Interpersonal Communication Process
The “Mass” Communication Process
Comparing Face-to-Face and Mass Communication
Chapter 2: Navigating Change: The Rise of Digital and Global Media
The Dawn of the Digital Age
The Spread of Global Media
Part 2: Publishing
Chapter 3: Books: The First and Most Respected Mass Medium
The Importance of Books as a Mass Medium
Where did Books Come From?
The Digital Future of Books: The Fourth Transition
Between the Past and the Future: Book Publishing Today
Chapter 4: Newspapers and News Media: Delivering Information to Society
The Importance of Newspapers as a News Medium
Newspapers: The First Medium for the Mass Society
Trends that Shaped Today’s Newspapers
The Newspaper as a Contemporary Medium
The Future of the Newspaper
Chapter 5: Magazines: Voices for Many Interests
Distinguishing Magazines from Other Media
The History of Magazines
The Magazine Industry Today
The Future of Magazines
Magazines and the Digital Revolution
Part 3: Electronic and Visual Media
Chapter 6: Motion Pictures: The Great Entertainer
The Development of Movie Technology
The Movies Become a Medium
Film as a Contemporary Medium
The Movie Industry
The Movie Audience
Chapter 7: Radio: The Resilient Medium
The Development of Radio Technology
Radio Becomes a Mass Medium
The Golden Age of Radio
The Challenge of Television
Radio as a Contemporary Medium
Chapter 8: Television: The Most Influential Medium
Cultural Influence of Television
The Birth of Television
The Period of Rapid Adoption
Alternative to Broadcast Television
The VCR and DVD
Television as a Contemporary Medium
Part 4: Media Audiences, Services and Support
Chapter 9: News, Journalism, and Public Affairs
News: The Information Function of the Press
Encoding Strategies: Packaging the News
Journalistic Styles
Social and Cultural Influences on the News
Social and Cultural Functions of the News
Chapter 10: Popular Culture: Entertainment, Sports, and Music
The Nature and Importance of Popular Culture
Popular Culture as Entertainment
Entertainment Media and Popular Culture
Chapter 11: Advertising: Using Media in the Marketplace
Advertising in America: A Brief History
The Contemporary Advertising Industry
Advertising as Persuasive Communication
The Role of Advertising Research
Criticism and Control of Advertising
C hapter 12: Public Relations: Influencing Beliefs, Attitudes, and Actions
The Development of Public Relations
Public Relations Settings and Activities
Public Relations and the Media
Lobbying as Public Relations
Public Relations as an Emerging Profession
The Future of the Field
Part 5: Media Issues and Influences
Chapter 13: Social Forces: Economics, Technology, and Policy
An Interplay of Forces
Searching for the Public Interest
Denying the Business of Media
Enter Media Economics
Independence with Controls
Political Protections: The Constitutional Framework
Linchpins of Communication Law
Trial by Media
Moral Values: Obscenity and Pornography
The Government’s Secrets during National Crises
Political Constraints: The Agents of Control
Chapter 14: Media Effects: The Processes and Influences of Mass Communication
Early Views on Media Influences
Media Effects Research Begins
Beyond the Magic Bullet: Selective and Limited Effects
Audiences Use Media Content to Obtain Gratifications
Television and Youth Violence
Long-Term Influences on Society and Culture
Chapter 15: Ethics: Assessing Content and Behavior of the Media
Media-wide Ethics Watch
New Technology Challenges
Dimensions of Ethics for the Media
Distinguishing Ethics and Law
Growing Concern over Media Ethics
Media Criticism and Media Ethics
Alternative Approaches to Ethics
