Media of Mass Communication / Edition 11

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Overview

Updated in its eleventh edition, The Media of Mass Communication engages readers in the pursuit of greater media literacy and provides accessible insight into the important issues that confront students as consumers and purveyors of mass media. Through exceptional coverage of contemporary media issues and trends, including the on-going transformations in mass media, this text balances the principles and foundations of media literacy with lively examples, streamlined coverage, and a robust media package.

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Editorial Reviews

Booknews
This edition of Vivian's introductory text (which was first published in 1991) includes the password to a supplemental Web site. To the book-oriented it may seem like a marketing gimmick, but the site does provide access to resources not listed in the printed text, such as links to relevant professional organizations and information about media-related careers. The text surveys topics including the overall pervasiveness of the mass media, books, magazines, newspapers, records, movies, radio, television, the Web, journalism, public relations, advertising, and issues such as ethics, law, and media's impact on society. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780205029587
  • Publisher: Pearson
  • Publication date: 3/28/2012
  • Edition number: 11
  • Pages: 504
  • Sales rank: 95,003
  • Product dimensions: 8.40 (w) x 10.80 (h) x 0.90 (d)

Table of Contents

CHAPTER ONE: MASS MEDIA LITERACY

Media Ubiquity

Mediated Communication

Literacy for Media Consumers

Assessing Media Messages

Purposeful Mass Communication

Media and Society

CHAPTER TWO: MEDIA TECHNOLOGY

Media Technology

Printing Technology

Chemistry Technology

Electrical Technology

Current Technologies

Digital Integration

Technology and Mass Communication

CHAPTER THREE: MEDIA ECONOMICS

Financial Foundations

Ownership Structures

Alternative Media Ownership

Government Role

New Media Funding

Media Economic Patterns

CHAPTER FOUR: INK ON PAPER

Print Media Industries

Newspaper Industry

Leading Newspapers

Magazine Industry

Reinventing Magazines

Book Industry

Book Genres

Book Industry Prospects

Post-Print Culture

CHAPTER FIVE: SOUND MEDIA

Long-Term Symbiosis

Recording Industry

Radio Industry

Characteristic of U.S. Radio

Influence of Radio

Radio Industry Directions

CHAPTER SIX: MOTION MEDIA

Movie-Television Meld

Movie Industry

Television Industry Structure

Movie Industry Structure

Motion Media Products

Platform Flux

CHAPTER SEVEN: NEW MEDIA LANDSCAPE

Jobs’ Historical Model

Portals

Search Engines

Messaging

User-Generated Sites

Online Commerce

Online Domination

Games

Archives

CHAPTER EIGHT: NEWS

Concept of News

Bennett News Model

Hutchins News Model

Rethinking News Models

Personal Values in News

Variables Affecting News

Quality of News

Journalism Trends

CHAPTER NINE: ENTERTAINMENT

Entertainment in History

Mediated Performance

Storytelling

Music

Sports as Media Entertainment

Sex as Media Content

Gaming as Media Content

Artistic Values

CHAPTER TEN: PUBLIC RELATIONS

Public Relations Scope

Public Relations in Context

Roots of Public Relations

Public Relations as Strategy

Public Relations Tactics

Professionalization

CHAPTER ELEVEN: ADVERTISING

Importance of Advertising

Origins of Advertising

Advertising Agencies

Placing Advertisements

Brand Strategies

Advertising Tactics

Contemporary Advertising Techniques

CHAPTER TWELVE: MASS AUDIENCES

Discovering Mass Audiences

Audience Measurement Principles

Measuring Audience Size

Audience Measurement Techniques

Measuring Audience Reaction

Audience Analysis

CHAPTER THIRTEEN: MASS MEDIA EFFECTS

Effects Theories

Lifestyle Effects

Attitude Effects

Cultural Effects

Behavioral Effects

Media-Depicted Violence

CHAPTER FOURTEEN: GOVERNANCE AND MASS MEDIA

Media Role in Governance

Media Effects on Governance

Government Manipulation of Media

Political Campaigns

Media and Campaign Finance

CHAPTER FIFTEEN: MASS MEDIA GLOBALIZATION

Mass Media and the Nation States

War as a Libertarian Test

Online Global Reform

Trans-Border Soft Diplomacy

Arab Media Systems

China Model

CHAPTER SIXTEEN: MEDIA LAW

Intellectual Property

Free Expression

Broadening Protection

Defamation

Indecency

CHAPTER SEVENTEEN: ETHICS

The Difficulty of Ethics

Media Ethics

Moral Principles

Process versus Outcome

Potter’s Box

Ethics, Law and Practicality

Unsettling Media Issues

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