Electronic Media: An Introduction

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This concise, student-friendly text teaches the essentials of electronic media and telecommunications. Exploring both the background and structure of this ever-evolving industry and the many ways in which media affects our lives, the text is directed at all students as consumers of media, as well as at students who plan to be media producers. The first section focuses on the various media forms (e.g. radio, the Internet), while the second addresses the functions of media (programming, advertising, etc.). The tenth edition features expanded coverage of contemporary methods and usages of communication, as well as the social significance of media, and how to obtain a job in electronic media.

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Product Details

  • ISBN-13: 9780077481414
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 5/1/2009
  • Pages: 464
  • Product dimensions: 9.25 (w) x 7.50 (h) x 0.94 (d)

Meet the Author

Lynne Schafer Gross is presently a Professor in the Department of Radio-TV-Film at California State University, Fullerton. She has written ten other textbooks and hundreds of magazine articles. In 1999 she was the recipient of the Frank Stanton Award for Distinguished Contribution to Electronic Media Education and in 1997 she received the Distinguished Education Service Award from the Broadcast Education Association. She is a past governor of the Academy of Television Arts and Sciences and has also chaired that organization’s Library Committee and Student Activities Committee. As Past President of the Broadcast Education Association she increased membership 24% and funding 59%. Professionally, she is currently Associate Producer for the video series “Journeys Below the Line” and in the past she was Director of Programming for Valley Cable TV and the producer of numerous radio and TV programs for public, commercial, and cable outlets. Her teaching and consulting have taken her to many countries including Malaysia, Swaziland, Estonia, Australia, Guyana, and Russia. Her doctorate is from UCLA.

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Table of Contents


Part 1 — Electronic Media Forms
Chapter 1
The Significance of Electronic Media
1.1 A Rationale for Study
1.2 A Matter of Terms
1.3 Ownership of Media Devices
1.4 Use of Electronic Media
1.5 The Functions of Media
1.5a Presenting Entertainment

1.5b Disseminating News and Information

1.5c Aiding Commerce

1.5d Transmitting Culture and Customs

1.5e Acting as a Watchdog

1.5f Providing Relaxation and Companionship

1.5g Connecting People to Each Other

1.6 The Democratization of Media

1.7 Convergence, Proliferation, and Resilience

1.8 Issues and the Future

1.9 Summary

Suggested Websites


Chapter 2

The Internet, Portable Devices, and Video Games

2.1 Origins of the Internet

2.2 Standardizing the Internet Design

2.3 The Beginning of Email

2.4 The World Wide Web

2.5 Politicians Boost the Internet

2.6 Refining the Internet

2.6a Browsers

2.6b Internet Service Providers

2.6c Search Engines

2.7 Internet Growth and Temporary Downfall

2.8 Radio on the Internet

2.9 Napster and its Aftermath

2.10 Voice Over the Internet

2.11 Video on the Net

2.12 Enter YouTube

2.13 Social Networking

2.14 Internet Abuses

2.15 Portables Devices

2.15a Cell Phones

2.15b Personal Digital Assistants

2.15c Pods

2.16 Video Games

2.16a TheEarly Days of Video Games

2.16b Down and Out—And Up Again

2.16c Games Take on a Variety of Forms

2.16d Console Wars

2.16e Games for the Internet and Beyond

2.17 Issues and the Future

2.18 Summary

Suggested Web Sites


Chapter 3

Early Television

3.1 Early Experiments

3.2 The Emergence of Broadcast Television

3.3 The Freeze

3.4 Early TV Programming

3.5 Blacklisting

3.6 The Live Era

3.7 Color TV Approval

3.8 Broadcast-Cable Clashes

3.9 Prerecorded Programming

3.10 The Quiz Scandals

3.11 UHF and Cable TV Problems

3.12 Early Cable TV Programming

3.13 Reflections of Upheaval

3.14 A Vast Wasteland?

3.15 The Public Broadcasting Act of 1967

3.16 Government Actions

3.17 Corporate Video

3.18 HBO's Influence

3.19 Summary

Suggested Websites


Chapter 4

Modern Television

4.1 Growth of Cable TV Programming Services

4.2 Cable TV's Gold Rush

4.3 The Beginnings of Satellite TV

4.4 Home Video

4.5 Broadcast TV in the 1980s

4.6 Broadcast and Cable Legal Issues

4.7 Growth of Hispanic Television

4.8 Satellite TV Revived

4.9 The Telecommunications Act of 1996

4.10 Telephone Company Entry

4.11 Digital Videodiscs

4.12 Enter TiVo

4.13 Programming Changes

4.14 New and Revised Networks

4.15 Digital TV and HDTV

4.16 Issues and the Future

4.17 Summary

Suggested Websites


Chapter 5


5.1 Early Inventions

5.2 The Sinking of the Titanic

5.3 World War I

5.4 The Founding of RCA

5.5 Early Radio Stations

5.6 The Rise of Advertising

5.7 The Formation of Networks

5.8 Chaos and Government Action

5.9 The Golden Era of Radio

5.10 The Press-Radio War

5.11 World War II

5.12 Postwar Radio

5.13 FM Radio Development

5.14 The Restructuring of Public Radio

5.15 College Radio

5.16 The Changing Structure of Commercial Radio

5.17 Satellite and HD Radio

5.18 Issues and the Future

5.19 Summary

Suggested Websites


Chapter 6


6.1 Early Developments

6.2 The First Movies

6.3 Studio Beginnings

6.4 Griffith and His Contemporaries

6.5 World War I Developments

6.6 Hollywood during the Roaring Twenties

6.7 Sound

6.8 The "Golden Years" of Moviemaking

6.9 Hitchcock and Welles

6.10 Color

6.11 Hard Times

6.12 The Road Back

6.13 Mythmakers Lucas and Spielberg

6.14 Moviemaking Today

6.15 Issues and the Future

6.16 Summary

Suggested Websites


Part 2 - Electronic Media Functions

Chapter 7

Careers in Electronic Media

7.1 Desirable Traits for Electronic Media Practitioners

7.2 College Preparation

7.3 Outside Activities

7.4 Internships

7.5 Networking

7.6 Resumes and Reels

7.7 Finding the First Job

7.8 Interviewing

7.9 Diversity

7.10 Unions and Agents

7.11 Compensation

7.12 Types of Job Possibilities

7.12a Production

7.12b News

7.12c Programming

7.12d Engineering

7.12e Sales

7.12f Administration

7.13 Issues and the Future

7.14 Summary

Suggested Websites


Chapter 8


8.1 Sources of Programs

8.1a Self-Produced

8.1b Related and Non-Related Media

8.1c Majors and Independents

8.1d Syndicators

8.1e Others

8.2 Development

8.3 The News Process

8.3a News Gathering

8.3b News Compilation

8.4 Formats

8.5 Scheduling

8.5a Scheduling Factors

8.5b Scheduling Strategies

8.6 Drama

8.7 Comedy

8.8 Reality

8.9 Games

8.10 Music

8.11 News

8.12 Sports

8.13 Talk Shows

8.14 Documentaries and Information

8.15 Religion

8.16 Children's Programming

8.17 Issues and the Future

8.18 Summary

Suggested Websites


Chapter 9

Sales and Advertising

9.1 Media to Customer Sales

9.2 Media to Media Sales

9.3 The Nature of Advertising

9.4 The Role of Advertising Agencies

9.5 Traditional Advertising

9.6 Product Placement

9.7 Interactive Internet Advertising

9.8 Underwriting

9.9 Advertising Cost Factors

9.10 Advertising Practices

9.11 Advertisement Production

9.12 Advertising to Children

9.13 Other Controversial Advertising

9.14 Issues and the Future

9.15 Summary

Suggested Websites


Chapter 10

Promotion and Audience Feedback

10.1 Promotion

10.2 Forms of Audience Feedback

10.3 Audience Research Companies

10.4 Sampling

10.5 Collecting Data

10.6 Analyzing Quantitative Data

10.7 Qualitative Research

10.8 Pretesting

10.9 Other Forms of Research

10.10 Reporting Results

10.11 How Audience Measurement Is Used

10.12 Issues and the Future

10.13 Summary

Suggested Websites


Chapter 11

Laws and Regulations

11.1 The Federal Communications Commission

11.2 The Executive Branch

11.3 The Legislative Branch

11.4 The Judicial Branch

11.5 The First Amendment

11.6 Profanity, Indecency, and Obscenity

11.7 Libel, Slander, and Invasion of Privacy

11.8 Copyright

11.9 Access to the Courts

10.10 Licensing

11.11 Ownership

11.12 Equal Time

11.13 The Fairness Doctrine

11.14 Other Regulations

11.15 Issues and the Future

11.16 Summary

Suggested Websites


Chapter 12

Ethics and Effects

12.1 Ethical Guidelines

12.2 Ethical Considerations

12.3 Effects of Media

12.4 Organizations That Consider Effects

12.4a Citizen Groups

12.4b Academic Institutions

12.5 High-Profile Effects

12.5a Violence

12.5b Children and Media

12.5c News

12.5d Women and Minorities

12.5e Sex

12.6 Issues and the Future

12.7 Summary

Suggested Websites


Chapter 13

Technical Underpinnings

13.1 The Digital Process

13.2 Audio Production Equipment

13.3 Video Production Equipment

13.4 The Electromagnetic Spectrum

13.5 Terrestrial Radio Broadcasting

13.6 Terrestrial Television Broadcasting

13.7 Satellites

13.8 Other Wireless Distribution

13.9 Wire Transmission

13.10 Pick Up and Carry

13.11 Motion Picture Exhibition

13.12 Radio Receivers

13.13 TV Sets and Computer Monitors

13.14 Issues and the Future

13.15 Summary

Suggested Websites


Chapter 14

The International Scene

14.1 Early Film

14.2 Early Radio

14.3 The Colonial Era

14.4 World War II and Its Aftermath

14.5 Early Television

14.6 Broadcasting's Development

14.7 The Concerns of Developing Nations

14.8 The Coming of Satellites

14.9 Privatization

14.10 The VCR

14.11 The Collapse of Communism

14.12 Indigenous Programming

14.13 The Digital Age

14.14 Issues and the Future

14.15 Summary

Suggested Websites


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