Making Sense of Media: An Introduction to Mass Communication / Edition 1by George Rodman
Pub. Date: 11/28/2000
Publisher: Allyn & Bacon, Inc.
This dynamic new book on introductory mass communication uses a unique narrative approach to help readers understand a broad and constantly changing field while encouraging them to become critical consumers of media. Where did the media come from? Why do media industries do what they do? And why do some of these actions cause controversies? Making Sense of Media
This dynamic new book on introductory mass communication uses a unique narrative approach to help readers understand a broad and constantly changing field while encouraging them to become critical consumers of media. Where did the media come from? Why do media industries do what they do? And why do some of these actions cause controversies? Making Sense of Media employs a three-part narrative framework in every chapter that examines history, industry, and controversies. Important topics such as new technology, globalization, diversity, convergence, and conglomeration are integrated throughout. For anyone interested in learning more about mass communication on an introductory level.
- Allyn & Bacon, Inc.
- Publication date:
- Edition description:
- 1ST ED..
- Product dimensions:
- 8.00(w) x 10.00(h) x 0.75(d)
Table of Contents
1. INTRODUCTION: Making Sense of the World of Media.
Mediated Interpersonal Communication.
Converging Communications Media.
A Brief History of the Media Gutenberg Revolution.
The Industrial Revolution.
The Wireless Era.
The Global Information Age.
Understanding Media Industries.
Freedom, Diversity, and Big Business.
Reasons for Corporate Media Growth.
Economies of Scale.
Patterns of Ownership.
Groups and Chains.
Media and Governments Around the World.
Media and the Audience.
II. THE PRINT INDUSTRIES.
2. BOOKS: The Durable Medium.
A Brief History of Books.
The Print Revolution.
The Book in America.
Early Publishing Houses.
The Industrial Revolution.
The Mass Market Paperback.
Conglomeration and Globalization.
New Forms of the Book.
Understanding Book Publishing.
Types of Books.
Professional and Other.
The Blockbuster Syndrome.
3. NEWSPAPERS: Where Journalism Begins.
A Brief History of Newspapers.
The Newspaper in Early America.
Colonial Newspapers and Freedom of the Press.
Newspapers and the American Revolution.
The Beginnings of the Ethnic Press.
The Penny Press.
The Making of the Modern Press.
Responsibility and Respectability.
Concentration into Chains.
Leading the News Process.
Changing Publication Patterns.
Understanding Newspaper Publishing.
Special Interest Newspapers.
The Editorial Staff.
Audit Bureau of Circulation.
Concentration of Ownership.
Lack of Diversity in the Newsroom.
4. MAGAZINES: Something for Everyone.
A Brief History of Magazines.
The Magazine in America.
General Interest Magazines.
Mass Circulation Magazines.
The Rise of Specialized Magazines.
Adapting to New Media.
Understanding Magazine Publishing.
Types of Magazines.
Public Relations Magazines.
Journals, Comic Books and Zines.
Production, Promotion and New Products.
The Impact of Images.
Truth and Accuracy.
III. THE ELECTRONIC INDUSTRIES.
5. MOVIES: Magic from the Dream Factory.
A Brief History of Movies.
Early Movie Technology.
The Move West.
Global Influence on the Art of Film.
The Star System.
The Golden Age.
Reacting to TV.
Understanding the Movie Industry.
The Production Company.
The Major Studies: The Big Six.
The Independents: Creative Freedom.
The People in the Credits.
Other Members of the Production Team.
The Studio Library.
Publicity and Promotion.
The Effects of Movie Viewing.
6. RADIO: The Hits Keep Coming.
A Brief History of Radio.
The First Broadcasters.
The Rise of the Networks.
The Golden Age of Radio.
Reacting to TV.
The Transistor Portable.
Concentration and Fragmentation.
Understanding the Radio Industry.
The Local Stations.
The Program Director.
Other Station Personnel.
The Effects of Concentration.
Diversity and Censorship.
7. RECORDINGS: The Great Format Wars.
A Brief History of Recording.
An Industry Develops.
Stereo and High Fidelity.
Rock and Roll Redefines the Industry.
The Format Wars Intensify.
Understanding the Recording Industry.
The Major Labels: Global Goliaths.
Independents: Developing Talent.
Distribution and Sales.
8. TELEVISION: Reflecting and Affecting Society.
A Brief History of Television.
Development of Technical Standards.
The Beginning of Network Television.
Television's Golden Age.
Understanding the Television Industry.
The Cable Industry.
Alternative Delivery Systems.
The Nature of Programming.
The Style of the News.
Lack of Educational Programming.
Parental Advisory Ratings.
9. THE INTERNET: Weaving the Web of the Future.
A Brief History of the Net.
The World Wide Web.
Expanding Into the Public Sector.
Becoming a Mass Medium.
Cultural Diversity on the Web.
Understanding the Internet Industry.
The Architecture of the Net.
The Economics of the Net.
Reliability of Information.
IV. THE PERSUASION INDUSTRIES.
10. ADVERTISING: Feeding the Media Monster.
A Brief History of Advertising.
Advertising Comes to America.
Ads and the Industrial Revolution.
The Advent of Advertising Agencies.
Early Industry Control.
Ads Take to the Airwaves.
Diversity and Target Marketing.
Understanding the Advertising Industry.
The Internet and World Wide Web.
Spreading News about a Product.
Promoting an Image.
Adding Value to the Product.
Promoting the Public Interest.
Advertising and Freedom of Speech.
Truth in Advertising.
Ads Directed at Children and Teens.
Advertiser Influence on Editorial Content.
11. PUBLIC RELATIONS: Good Spin, Bad Spin.
A Brief History of Public Relations.
Precursors of Public Relations.
Public Relations Becomes a Profession.
PR Goes to War.
The Industry Matures.
Edward and Doris Bernays.
The Great Depression.
World War II.
Public Relations and Diversity.
Public Relations Goes Global.
Embracing the New Technology.
Understanding the Public Relations Industry.
The Scope of the Industry.
Some Public Relations Tools.
Video News Releases.
The Ethics of PR.
The Big Lie.
Lack of Attribution.
IV. MEDIA ISSUES.
12. MEDIA IMPACT: Making Sense of Research and Effects.
A Brief History of Media Research.
The Payne Fund Studies.
The "Invasion From Mars" Study.
"The People's Choice" Study.
"The American Soldier" Studies.
Studies into the Effects of Television.
Television and Children.
Marshall McLuhan and Cultural Studies.
Television and Violence.
Understanding and Research Theory.
Social Science Perspectives.
Social Learning Theory.
Uses and Gratifications.
Controversies in Media Impact.
Research vs. Conventional Wisdom.
Limitations of Research.
Causation and Correlation.
The Industry's Response.
13. MEDIA LAW: It Starts with the First Amendment.
A Brief History of Media Law.
The Development of a Free Speech Philosophy.
The First Amendment.
The Government's Role.
Global Media Law.
Concentration on Ownership.
Understanding Media Law.
The Legal System.
Intellectual Property Rights.
Controversies in Media Law.
14. MEDIA ETHICS: Doing Well by Doing Good.
A Brief History of Media Ethics.
The Print Era.
The Electronic Era.
Politics and Media Ethics.
The Digital Era.
Understanding Media Ethics.
Basic Ethical Orientations.
Aristotle and the Golden Mean.
Kant's Categorical Imperative.
Mill's Utilitarian Principle.
Rawl's Veil of Ignorance.
Duty of Personal Conscience.
Duty to One's Organization or Firm.
Duty to One's Profession or Art.
Duty to One's Society.
Truthtelling and Its Complications.
Controversies in Media Ethics.
Bias in Entertainment.
Conflicts of Interest.
APPENDIX A. GLOSSARY OF KEY TERMS.
APPENDIX B. AN INTEGRATED TIMELINE OF MEDIA DATES.
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