Exploring Electronic Media: Chronicles and Challenges / Edition 1

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Exploring Electronic Media: Chronicles and Challenges is a concise and insightful textbook covering the dynamics of contemporary electronic media. Rapidly evolving technologies have expanded this field exponentially, creating a wealth of information that is often hard to put into perspective. Taking an approach that balances media history with contemporary analysis, Exploring Electronic Media is as practically useful as it is instructionally informative.

  • Written by leading authors who collectively bring a wealth of not only teaching, but also multifaceted industry experience to the subject
  • Covers the historical influences and contemporary issues in programming, technology, regulation and the business of media
  • Features chapter reviews and discussion questions, as well as an introductory chapter that orients the reader to the broad electronic media landscape
  • Explores the fundamentals for understanding human communication as an underpinning to the study of media communication systems
  • Considers the future and great potential in this ever-changing field.
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Editorial Reviews

From the Publisher
“These four experts don’t just write about the electronic media, they have spent decades shaping it! You won’t find a more articulate, insightful, and relevant text to introduce your students to the field.”
David Byland, Department of Communication Arts, Oklahoma Baptist University

“A fascinating approach to the past and future of electronic media.”
Dom Caristi, Department of Telecommunications, Ball State University

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Product Details

  • ISBN-13: 9781405150545
  • Publisher: Wiley
  • Publication date: 1/23/2007
  • Edition number: 1
  • Pages: 292
  • Product dimensions: 6.30 (w) x 9.30 (h) x 0.90 (d)

Meet the Author

Peter B. Orlik is Professor and Director of Central Michigan University’s School of Broadcast and Cinematic Arts.

Steven D. Anderson is Professor in the School of Media Arts and Design at James Madison University where he conducts courses in electronic media technologies.

Louis A. Day is an alumni Professor in Louisiana State University’s Manship School of Mass Communication.

W. Lawrence Patrick is President of Patrick Communications, LLC, a leading media investment banking and brokerage firm as well as owner of Legend Communications, a 16-station radio group.

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Table of Contents

Illustrations     ix
About the Authors     xi
Preface     xiii
Acknowledgments     xv
Bringing Electronic Media into Focus   Peter B. Orlik     1
Components of Communication     1
Communications Vehicles     7
The Broadcast and Nonbroadcast Electronic Media     12
Obtaining Feedback     15
Local/Network Dynamics     17
Chapter Rewind     20
Self-Interrogation     21
Notes     21
Chronicles     23
Technological Chronicles   Steven D. Anderson     25
Early Communications Breakthroughs     25
Radio's Wireless Ancestors     30
Attaining Radio     34
Channels and the Electromagnetic Spectrum     38
Television Broadcasting     42
Electronic Recording - Audio     47
Electronic Recording - Video     50
Cable Television     52
Satellite Technology     54
Analog vs. Digital     57
Digital Television     59
Chapter Rewind     64
Self-Interrogation     66
Notes     66
Content Chronicles   Peter B. Orlik     70
Broadcasting: Stumbling upon a Business     70
Radio's Gilt-Edged Years     75
Post-War Adaptations     83
Radio's Second Half-Century     87
Video Enters the Living Room     89
Television at Center Stage     96
Content for the Second and Third Screens     101
Chapter Rewind     102
Self-Interrogation     104
Notes     104
Regulatory Chronicles   Louis A. Day     107
Early Electronic Media Regulation     107
Radio Regulation's Foundation in the United States     108
Administrative Structure for Broadcast Regulation     114
Television and Technological Standards     117
The Structure of the Industry     119
Content Regulation     121
Political Programming and the Public Sphere     130
Policing New Technologies     135
Chapter Rewind     143
Self-Interrogation     143
Notes     143
Business Chronicles   W. Lawrence Patrick     148
The Mass Audience     148
The Rise of the Network Model      150
Cable Flexes Its Muscles     158
New Technologies Change the Business     162
Vertical Integration as a Survival Strategy     165
A Smaller Slice of a Larger Pie     167
Chapter Rewind     173
Self-Interrogation     173
Notes     174
Challenges     177
Technological Challenges   Steven D. Anderson     179
Changes to Traditional Media     180
Device Convergence     185
The Internet and Broadband     189
Internet Applications     197
Future Communication Technologies     203
Chapter Rewind     205
Self-Interrogation     207
Notes     207
Content Challenges   Peter B. Orlik     212
The Consumer-Centric Cosmos     212
Contemporary Audio Programming     215
A Video Programming Overview     218
Video News Issues     220
The Incredible Sports Hulk     223
Reality Vehicles and Product Placement     225
The Ethnic and Global Dimension     228
Chapter Rewind     230
Self-Interrogation     231
Notes      232
Regulatory Challenges   Louis A. Day     233
History's Legal Lessons     233
Beyond Broadcasting: Laws for New Media     235
Convergence and the Legal Landscape     238
The State of Electronic "Free Speech"     242
Chapter Rewind     246
Self-Interrogation     246
Notes     247
Business Challenges   W. Lawrence Partick     248
Feeding the Media Machine     248
Partners and Joint Ventures     251
Consumers and Advertisers     253
Restructuring the Media Landscape     255
Living in a Personal Media World     258
What's Ahead     260
Chapter Rewind     262
Self-Interrogation     263
Notes     264
Index     266
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