TY  - BOOK
AU  - Vivian,John
TI  - The media of mass communication
U1  - 302.23 22
PY  - 2008///
CY  - Islamabad
PB  - National Book Foundation
KW  - Mass media
N1  - Includes bibliographical references and index; Features List xvii
Preface xix
About the Author xxvi
Award for Excellence xxvii
chapter1-Mass Media Literacy
Vignette: Arthur Sulzberger Jr. 1
Importance of Mass Media 2
Pervasiveness, 2 . Information Source, 3 . Entertainment Source, 3 . Persuasion Forum, 4
Culture and Values 4
Binding Influence, 4 . 500-Channel Universe, 5
Primary Mass Media 6
Print Technology, 6 . Chemical Technology, 8 . Electronic Technology, 8
Technology Melds 9
Print-Visual Integration, 9 . Digital Integration, 10
MSM and New Media 10
Mainstream Media, 10 . New Media, 11
Mass Media Models 11
Hot-Cool Model, 11 . Entertainment-Information Model, 11 . Content-Distribution 
Model, 12 . Elitist-Populist Model, 13
Economics of Mass Media 14
Economic Foundation, 14 . Economic Imperative, 17 . Mission and Profit, 17 . 
Perils of Profit and Myopia, 18 ¿ Demassification, 18
Media Conglomeration 19
Media Ownership Consolidation, 19 . Media Ownership Collaboration, 19 . Dubious 
Effects of Conglomeration, 21 . Positive Effects of Conglomeration, 24 . Conglomeration 
Cracks, 24
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
For Further Learning 
media databank Media Usage 3
media people Christina Saralegui 5
media people Johannes Gutenberg 7
media timeline Media Technology 8
media databank Media Costs 14
media people Rupert Murdoch 20
media databank Biggest U.S. Media Companies 21
media people Vivendi Mastermind 25
chapter2-Books
Vignette: Richard Sarnoff 29
Influence of Books 30
Books in Human History, 30 . Repository of Culture, 31 . Books in National 
Development, 31 . Books and Current Issues, 32
Book Industry 33
Scope of Book Industry, 33 . Major Houses, 34 . Book Industry Consolidation, 34 . 
Small Publishers, 34 . Book Retailing, 35
Book Products 36
Trade Books, 37 . Texts and References, 37 . Graphic Novels, 38
Transformational Formats 39
Paperback Books, 39 . Electronic Books, 40
Book Authors 41
Authoring Process, 41 . Author-Publisher Relations, 43
Book Issues and Trends 44
Blockbusters, 44 . Mass Marketing, 44 . Aliteracy, 46 . Global Online Access, 47 
Google Library Project, 47. European Response 48
Evaluating Books 48
Populist Measures, 48 . Quality Measures, 49
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media timeline Development of Books 31
media people William Holmes McGuffey 32
media people Harriet Beecher Stowe 33
media databank Major Trade Book Publishers 34
media databank Bookstore Chains 36
media people Frank Miller 39
media technology Espresso Machine Brews Books 40
media people Jane Friedman 41
media people J. K. Rowling 42
case study Authors as Franchise: J. D. Robb and Nora Roberts 45
chapter3-Newspapers
Vignette: Mary Junck 53
Importance of Newspapers 54
Newspaper Industry Dimensions, 54 . Content Diversity and Depth, 55
Newspaper Products 56
Broadsheets, 56 . Tabloids, 56
Newspaper Chain Ownership 58
Trend Toward Chains, 58 . Assessing Chain Ownership, 59
National Dailies 60
USA Today, 60 . Wall Street Journal, 62 . Christian Science Monitor, 64
New York Times 65
Newspaper of Record, 65 . New York Times Heritage, 65 
Hometown Newspapers 67
Metropolitan Dailies, 67 . Hometown Dailies, 68
Future for Dailies 68
Multimedia News, 68 . Newspaper Blogs, 70 . New Efficiencies, 70 . Clustering, 71 . 
Marketing Databases, 72
Weekly Newspapers 72
Community Weeklies, 72 . Rural Weeklies, 73 . Shoppers, 73
Alternative and Minority Newspapers 73
Counterculture Newspapers, 73 . Black Newspapers, 74 . Foreign-Language 
Newspapers, 75
Evaluating Newspapers 76
Circulation and Penetration, 76 . Quality Indicators, 77
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media databank Largest U.S. Newspapers 55
media technology Newspaper Production 56
media databank Newspaper Chains 58
media databank Newsroom Salaries 60
media timeline Notable Dailies 61
media people George Gilder 69
media databank Best U.S. Newspapers 77
chapter4-Magazines
Vignette: Bonnie Fuller 81
Influence of Magazines 82
Contributing to Nationhood, 82 . National Advertising Medium, 83 . Massive Magazine 
Audience, 83
Magazines as Media Innovators 84
Investigative Reporting, 84 . Personality Profiles, 84 . Photojournalism, 84
Consumer Magazines 85
Circulation Leaders, 85 . Newsmagazines, 86 . Newspaper Supplements, 87 . Women's 
Magazines, 88 . Men's Magazines, 88
Non-Newsrack Magazines 89
Sponsored Magazines, 90 . Trade Journals, 91 . Criticism of Trade Magazines, 91 . 
Newsletters, 92
Magazine Demassification 92
Heyday of Mass Magazines, 92 . Assault from Television, 92 . A Narrower Focus, 93 . 
Critics of Demassification, 94 . New Competition, 95 . Internet Magazines, 95
Evaluating Magazines 96
Populist Measures, 96 . Quality Measures, 97 . Reader Usage Measure, 98
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media timeline Magazines 83
media people Margaret Bourke-White 86
media people DeWitt and Lila Wallace 87
media databank Magazine Advertising Revenue 88
media people Sara Josepha Hale 89
media people Bella Price 90
media people Myles Kovacs 95
chapter5-Sound Recording
Vignette: Shawn Fanning 101
Influence of Sound Recordings 102
Pervasiveness of Music, 102 . Scope of the Recording Industry, 102
Recording Industry 103
Majors, 103 . Indies, 103
Transforming Innovations 104
Sound Technology, 105 . Performer Influences, 106
Regulatory Pressure 109
Objectionable Music, 109 . Labeling, 109 . Artistic Freedom, 110
Artistic Autonomy 111
A&R Structure, 111 . Music Demassification, 112 . Touring, 112
Streaming Crisis 114
File-Sharing, 114 . iPod, 114 . Pirate Dubbing, 115
Evaluating Recording Companies 117
Populist Measures, 117 . Quality Measures, 118
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media databank Recording Companies 103
media people 50 Cent 104
media timeline Recording Formats 105
media timeline Record Industry 107
media technology DualDisc 108
media databank Recordede Music Genres 110
media technology Albums: The Rise and Fall 112
media technology Sound Mixing 113
case study Podcasting: The New Revolution? 116
chapter6-Movies
Vignette: John Lasseter 121
Importance of Movies 122
Overwhelming Experience, 122 . Cinemate Dream Theory, 123 Hollywood's Cultural Influence, 123
Hollywood's New Century, 124 Movie Technology, 125
Adaptation from Photography, 125 . D-Cinema, 126
Movie Industry Structure 127
Feature Films, 127 . Animated Films, 128 . Documentaries, 130
Television Production, 132
Movie Industry Production, 132. Major Studios, 132 . Other Studios, 134.
Independent Producers, 134 Movie Industry Distribution, 136
Booking Movies, 136 Foreign Distribution, 137
Movie Industry: Exhibition, 137. What Edison Wrought, 137 . Exhibition Crisis, 139. 
Movie Censorship, 139 Early Licensing, 139 Government Intimidation, 140
Movies and First Amendment, 141
Current Movie Code, 142 Media Literacy and Movies, 143, Box Ofice and Grosses, 143
Movie Criticism, 143
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media databank Movie Revenue 125
media timeline Movie Technology 126
media people Mark Cuban 127
media databang Big-Budget Movies 128
media technology Computer-Generated Imagery 129
media people Lourdes Portillo 130
media people Robert Flaherty 131
media databank Major Movie Studios 132
media people Adolph Zukor 133
media people Steven Spielberg 135
media people Bob and Harvey Weinstein 136
media databank Global Box Office 137
media timeline Movie Exhibition 138
media databank Major Movie-House Chains 139
media timeline Movie Censorship 140
media databank Movie Ratings 142
chapter7-Radio
Vignette: Paul Harvey 147
Influence of Radio 148
Ubiquity, 148 . Scope of Radio Industry, 149
Radio Technology 149
Electromagnetic Spectrum, 149 . Transmitting Voices, 149 . FM Radio, 150
Radio Industry Infrastructure 150
Trusteeship Rationale, 151 . Localism, 152 . Networks, 153
Infrastructure Transition 154
Historical Characteristics, 154 . Deregulation, 155 . Satellite Radio, 156 
New Technologies, 156
Corporate Radio 157
Chain Ownership, 157 . New Corporate Tune, 158
Radio Content 160
Radio Entertainment, 160 . Radio News, 161 . Talk Radio, 163 . Public Radio, 165
Quality on the Air 167
Marketplace Values, 167 . Measuring Quality, 167
Radio Trends 167
High-Definition Radio, 168 . Bundled Transmission, 168
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
for further learning 
media timeline Radio 151
media people John Brinkley 153
media timeline Radio Networks 154
media technology Airplay for Sale 157
media databank Radio Chains 157
media people Howard Stern 158
case study More Power for Low Power 159
media people Gordon McLendon 161
media databank Radio Formats 162
media people Edward R. Murrow 163
media databank NPR News Audience 165
media people Terry Gross 165
media people Garrison Keillor 166
chapter8-Television
Vignette: Steve Jobs 171
Television in Transition 172
Television Industry in Crisis, 172 . Cultural Role of Television, 172. Enduring Television Effects, 173
Television Technology 173
Electronic Scanning, 173 . Cable Delivery Systems, 175. Satellite Direct, 177
Video on Demand 178
Corporate Structure 179
Dual Infrastructure, 179 . Fragmentation, 184
Economics of Television 186 . Network Advertising, 186
Cable Revenue Streams, 187 VOD Business Models, 188, Noncommercial Television, 188
Television Content Issues, 188 . Quality Quest, 189 Network Violence, 189
Government Role, 191 . 
Untethering Television's Future 191
Time Shifts, 192 . Space Shifts, 192 . Advertising Shifts, 192
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media people Philo Farnsworth 174
media timeline Television Technology 175
media people Ed Porsons 176
media databank Cable and Satellite Delivery Companies 178
media technology Digital Television 178
media databank Television Chains 180
media people María Celeste Arrar s 181
media people Debra Lee 182
media technology Video on Demand 186
media databank Cross-Ownership 187
media databank Income-Based Viewership 190
media technology Mobile Televisios 193
chapter9-The Internet
Vignette: Sebastian Babolat 197
Influence of the Internet 198
New Mass Medium, 198 . Scope of the Internet, 199 . New Terminology, 199
Internet Technology 200
Underlying Technologies, 200 . Creating the Internet, 201 . World Wide Web, 202 . 
Bandwidth, 204
Reshaping the Internet 206
Wi-Fi, 217 . Ultrawideband, 207 . Mesh Networks, 207
Commerce and the Internet 207
Advertising-Free Origins, 208 . Dot-Com Bubble, 208 . Internet Advertising, 208 . 
Tracking Internet Traffic, 209
Evaluating the Internet 209
Strengths of Internet Sites, 209 . Accuracy, 210
Media Melding 211
Technological Convergence, 211 . Transition Ahead, 211 . Government Deregulation, 
213
Public Policy and the Internet 213
Blogs, 213 . Privacy and the Internet, 215 . Cyberpornography, 215 . Universal Access, 
216 . Global Inequities, 216
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media timeline Internet 199
media people William Shockley 200
media people Vint Cerf 202
media people Tim Berners-Lee 203
media people Mark Antreessen 205
media technology Carbon Nanotubes 206
media databank Movie Advertising 208
case study Do We Need Net Neutrality? 212
media people Glenn Reynolds 215
chapter10-News
Vignette: Naomi Oreskes 221
Journalism Traditions 222
Colonial Period, 223 . Partisan Period, 223 . Penny Period, 225 . Yellow Period, 228
Concepts of News 230
U.S. Model, 230 . European Model, 230 . Evolving News Models, 232
Defining Objectivity 233
Personal Values in News 233
Role of the Journalist, 233 . Journalists' Personal Values, 235 . Journalistic Bias, 236
Variables Affecting News 238
News Hole, 238 . News Flow and News Staffing, 238 . Perceptions About Audience, 238 
. Availability of Material, 239 . Competition, 239
Influences on News 239
Advertiser Influence, 220 . Corporate Policy, 240 . Source Pressure, 241
Confidential Sources 241
News on Condition, 241 . Shield Laws, 242 . Parsing Interview Conditions, 244 . 
Gatekeeping, 244
Journalism Trends 245
Nonstop Coverage, 245 . Live News, 245 . Unedited Blogs, 246 . Exploratory News, 247 
. Soft News, 247
Identifying Good Journalism 247
Audience Dimensions, 247 . Evaluative Criteria, 247
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
KEEPING UP TO DATE 
DEEPENING YOUR MEDIA LITERACY 
FOR FURTHER LEARNING 
media timeline Journalistic Practices 224
media people Benjamin Day 225
media people James Gordon Bennett 227
media people Seymour Hersh 232
media people Ida Wells-Barnett 234
media databank National Public Radio Audiences 237
media people Earl Caldwell 242
case study Are Journalists Who Publish Classified Information Criminals? 243
media people Oriana Fallaci 246
chapter11-Public Relations
Vignette: Peter Diamantis 251
Importance of Public Relations 252
Defining Public Relations, 252 . Public Relations in a Democracy, 253
Origins of Public Relations 254
Moguls in Trouble, 254 . The Ideas of Ivy Lee, 255 . Public Relations on a New Scale, 
267 . Lobbyist-Journalist Balance, 258
Structure of Public Relations 259
Policy Role of Public Relations, 259 . How Public Relations Is Organized, 259 . Public 
Relations Agencies, 260
Public Relations Services 261
Activities Beyond Publicity, 261 . Public Relations and Advertising, 263 . Integrated 
Marketing, 234
Media Relations 265
Open Media Relations, 265 . Proactive Media Relations, 266 . Ambivalence in Media 
Relations, 267 . Adversarial Public Relations, 268
Professionalization 270
Tarnished Image, 270 . Standards and Certification, 272
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media timeline Public Relations 254
media people Paul Garrett 258
media databank Public Relations Agencies 260
media people Jack Abramoff 262
media people Edward Bernays 270
media people Leslie Unger 271
chapter12-Advertising
Vignette: Bob Greenberg 275
Importance of Advertising 276
Consumer Economies, 276 . Advertising and Prosperity, 276 . Advertising and 
Democracy, 277
Origins of Advertising 277
Stepchild of Technology, 277 . Industrial Revolution, 278 . Pioneer Agencies, 279
Advertising Agencies 279
Agency Structure, 279 . Agency Compensation, 280 . Advertiser's Role in Advertising, 
280
Placing Advertisements 281
Media Plans, 281 . Media Choices, 281
New Advertising Platforms 283
Gaming, 283 ¿ Advergames, 284 ¿ Google Ads, 284
Pitching Messages 285
Importance of Brands, 285 . Lowest Common Denominator, 286 . Market Segments, 286 
. Redundancy Techniques, 287 . Under-the-Radar Advertising, 287 . Post-Brand-Name 
Era, 289
Research and Psychology 289
Motivational Research, 289 . Subliminal Advertising, 290
Advertising Regulation 291
Media Gatekeeping, 291 . Industry Self-Regulation, 292 . Government Regulation, 294
Problems and Issues 295
Advertising Clutter, 295 . Creative Excesses, 295 . Advertising Effectiveness, 296
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media databank Largest Advertisers 277
media timeline Development of Advertising 278
media databank Advertising Agencies 280
media databank Advertising Spending by Medium 282
media databank Gaming Ads 284
media people Dave Balter 296
media technology Measuring Creativity 297
chapter13-Entertainment
Vignette: Jerry Bruckheimer 301
Entertainment in History 302
Pre-Mass Media Roots, 302 . Technology-Driven Entertainment, 302 . Entertainment 
Genres, 303
Performance as Media Entertainment 304
Authentic Performance, 304 . Mediated Performance, 304
Storytelling as Media Entertainment 305
Genres of Literature, 305 . Trends and Fads, 305
Music as Media Entertainment 307
American Folk Music, 307 . Early Rock 'n' Roll, 308 . Music as Multimedia Content, 
308
Sports as Media Entertainment 309
Mass Audiences for Sports, 309 . Audience and Advertiser Confluence, 310 . Sports and 
the Web, 310
Gaming as Media Content 311
Growing Entertainment Form, 311 ¿ Impact of Gaming, 311
Sex as Media Entertainment 313
Adult Content, 313 . Decency Requirements, 314 . Sexual Content and Children, 314 ¿ Censorship and Gaming, 315
Evaluating Media Content 315
Media Content as Art, 315 . Production-Line Entertainment, 316 . Copycat Content, 316 
. Cross-Media Adaptations, 316 . Unpretentious Media Content, 317
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media databank Record Sales by Genre 303
media people Protest Musicians 306
media databank Television Episodes 307
media technology Digital DJs 309
media databank Leading Games 311
media people Shigeru Miyamoto 312
media databank Game Publishers 313
media people Nelly 317
chapter14-Media Research
Vignette: Susan Whiting 322
Public-Opinion Sampling 322
The Surveying Industry, 322 . Probability Sampling, 323 . Quota Sampling, 326 . 
Evaluating Surveys, 326 . Latter-Day Straw Polls, 327
Measuring Audience Size 328
Newspaper and Magazine Audits, 328 . Broadcast Ratings, 329 . Audience Measurement 
Techniques, 329 . Internet Audience Measures, 330 . Multimedia Measures, 331 . 
Criticism of Ratings, 332
Measuring Audience Reaction 335
Focus Groups, 335 . Galvanic Skin Checks, 335 . Prototype Research, 336
Audience Analysis 336
Demographics, 36 . Cohort Analysis, 336 . Geodemographics, 337 . Psychographics, 
338
Applied and Theoretical Research 339
Media-Sponsored Research, 339 . Mass Communication Scholarship, 340
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media timeline Media Research 323
media people George Gallup 325
media people Andy Kohut 327
case study Ratings Technology: A2/M2 Coming to a Cell Phone Near You 330
media databank Cohort Analysis 337
chapter15-Mass Communication
Vignette: Wilbur Schramm 343
Types of Communication 344
Intrapersonal Communication, 344 . Interpersonal Communication, 344 . Group 
Communication, 344 . Mass Communication, 345
Components of Mass Communication 345
Mass Communicators, 346 . Mass Messages, 347 . Mass Media, 347 . Mass 
Communication, 347 . Mass Audiences, 347
Communication Models 347
Role of Communication Models, 348 . Basic Model, 348 . Narrative Model, 348 . 
Concentric Circle Model, 348
Fundamentals in the Process 350
Stimulation, 350 . Encoding, 350 . Transmission, 351 . Decoding, 351 . Internalization, 
351
Players in the Process 352
Gatekeepers, 352 . Regulators, 352 . Gatekeeper-Regulator Hybrids, 353
Impediments to Communication 353
Noise, 353 . Filters, 354
Results of Mass Communication 355
Amplification, 355 . Feedback, 355 . Effects, 356
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media people David Sarnoff 346
chapter16-Mass Media Effects
Vignette: Orson Welles 359
Effects Studies 360
Powerful Effects Theory, 360 . Minimalist Effects Theory, 361 . Cumulative Effects 
Theory, 362 . Third-Person Effect, 363 . Future Theories, 363
Uses and Gratifications Studies 364
Challenges to Audience Passivity, 364 . Surveillance Function, 364 . Socialization 
Function, 365 . Diversion Function, 365 . Consistency Theory, 366
Individual Selectivity 366
Selective Exposure, 366 . Selective Perception, 367 . Selective Retention and Recall, 367
Socialization 368
Media's Initiating Role, 368 . Role Models, 368 . Stereotyping, 369 . Socialization Via 
Eavesdropping, 370
Media-Depicted Violence 371
Learning About Violence, 371 . Media Violence as Positive, 371 . Prodding Socially 
Positive Action, 372 . Media Violence as Negative, 372 . Catalytic Theory, 373 . 
Societally Debilitating Effects, 374 . Media Violence and Youth, 374 . Tolerance of 
Violence, 376 . Violence Studies, 377
Media Agenda-Setting for Individuals 379
Media Selection of Issues, 379 . Intramedia Agenda-Setting, 379
Media-Induced Anxiety and Apathy 380
Information Anxiety, 380 . Media-Induced Passivity, 381
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
For further learning 
media timeline Understanding Mass Media Effects 362
media people Steve Schild 363
media people Kathleen Rutledge 370
media timeline Mass Communication and Violence 372
media people Peggy Charren 375
media people Sam Peckinpah 376
media people George Gerbner 378
chapter17-Mass Media and Society
Vignette: Marshall McLuhan 385
Mass Media Role in Culture 386
Elitist versus Populist Values, 386 . The Case Against Pop Art, 388 . Pop Art 
Revisionism, 388
Social Stability 390
Media-Induced Ritual, 390 . Media and the Status Quo, 391 . Media and Cognitive 
Dissonance, 392 . Agenda-Setting and Status Conferral, 393 . Media and Morality, 393
Cultural Transmission 396
Historical Transmission, 396 . Contemporary Transmission, 397
Mass Media and Fundamental Change 398
Human Alienation, 398 . Television and the Global Village, 399
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media timeline Mass Communication and Culture 387
media people Shonda Rhimes 391
case study Media Advocacy: Will It Make a Difference? 394
media databank Diversity in the News 395
chapter18-Global Mass Media
Vignette: Jean-Jacques Gomez 403
Mass Media and Nation-States 404
Global Communication, 404 . Friedman Globalization Model, 405
Global Conglomeration 405
Multinational Companies, 405 . The Internet and Globalization, 406
Effects of Globalization 407
Cultural Subversiveness, 407 . Corporate Ideology, 407
Cultural Intrusion 407
Latter-Day Imperialism, 408 . Non-Downward Media Exchanges, 409 . Emerging Global 
Media, 410 . Insidious Western Influence, 411 . Transnational Cultural Enrichment, 411 
. Esperanto, 412
Global Media Models 412
Bipolar Model, 412 . Continuum Model, 412 . Compass Model, 413 . Change Model, 
414 . Subsystem Model, 415
Global Media Players 416
News Agencies, 416 . Video News Services, 417 . Syndicates, 418
Global Media Companies 418
U.S.-Based Companies, 418 . Non-U.S. Companies, 419 . Global Media Brand Names, 
419
Mass Media in China 420
Chinese Policy, 420 ¿ Chinese Firewall, 421 ¿ Internal Chinese Controls, 421 ¿ Chinese
Censorship Apparatus, 421 ¿ Chinese Overt Controls, 422 ¿ Chinese Broadcasting, 423
Distinctive Media Systems 424
Britain, 424 . India, 425 . Japan, 426 . Russia, 426 . Colombia, 427
War Zones 428
Combat Reporting, 428 . Early Lessons, 428 . Pool Reporting, 430 . Embedded 
Reporters, 430
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media people Herbert Schiller 408
media databank Movie Power 410
media databank MTV Subscribers 420
media technology China and EVD 422
media people Jineth Bedoya Lima 428
media people Orhan Pamuk 429
chapter19-Mass Media and Governance
Vignette: Arnold Schwarzenegger 435
Media Role in Governance 436
Fourth Estate, 436 . Government-Media Relations, 437
Media as Information Sources 439
Direct versus Indirect, 439 . Citizen Preferences, 439
Media Effects on Governance 440
Agenda-Setting, 440 . CNN Effect, 440 . Framing, 441 . Priming, 441 . Media 
Obsessions, 443
Government Manipulation of Media 444
Influencing Coverage, 444 . Trial Balloons and Leaks, 445 . Stonewalling, 446 . 
Overwhelming Information, 446
Status of the Watchdog 446
Federal Coverage, 446 ¿ State Coverage, 448 ¿ Campaign Coverage, 449
 . Attack Ads, 450
Campaign Blogs 450
Blogs and 2008, 450 . Campaign Blog Research, 452 . Sponsored Blogs, 452
Media-Government Issues 452
Political Favors, 453 ¿ Campaign Advertising, 453 ¿ Free Airtime 454
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media people Donna Brazile 437
media people Helen Thomas 442
media people Tony Snow 447
chapter20-Mass Media Law
Vignette: Jon Lech Johansen 457
The U.S. Constitution 458
First Amendment, 458 . Scope of the First Amendment, 459
Prior Restraint 459
Public Nuisances, 459 . Allowable Abridgments, 461 . Incitement Standard, 463 . Hate 
Speech, 464 . Flag Burning, 464
Defamation 464
The Libel Concept, 465 . Reckless Disregard, 465 . Comment and Criticism, 467 . 
Trespass, Fraud and Libel, 468
Privacy Law 468
Intruding on Solitude, 468 . Harassment, 469
Journalism Law 469
Court Coverage, 469 . Sunshine Laws, 470
Obscenity and Pornography 471
Import Restrictions, 471 . Postal Restrictions, 471 . Communications Decency Act, 472 . 
Pornography versus Obscenity, 472
Censorship Today 472
Local Censorship, 473 . Library and School Boards, 473
Copyright 474
How Copyright Works, 474 . Infringement Issues, 474 . Piracy, 475
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media timeline Landmarks in Media Law 459
media people Jay Near 460
media people Clarence Brandenburg 463
media people Joseph Gutnick 466
chapter21-Ethics and the Mass Media
Vignette: Jim DeFede 479
The Difficulty of Ethics 480
Prescriptive Ethics Codes, 480 . Conflict in Duties, 481 . Promoting Self-Interest, 483
Media Ethics 483
Media Commitment, 483 . Audience Expectation, 483 . Ethics as an Intellectual Process, 
484
Moral Principles 484
The Golden Mean, 484 . "Do unto Others," 485 . Categorical Imperatives, 485 . 
Utilitarian Ethics, 485 . Pragmatic Ethics, 486 . Egalitarian Ethics, 486 . Social 
Responsibility Ethics, 486
Process versus Outcome 487
Deontological Ethics, 487 . Teleological Ethics, 488 . Situational Ethics, 488
Potter's Box 489
Four Quadrants, 489 . Limitations of Potter's Box, 490
Ethics and Other Issues 491
Differentiating Ethics and Law, 491 . Accepted Practices, 491 . Prudence and Ethics, 491
Unsettled, Unsettling Issues 493
Plagiarism, 493 . Misrepresentation, 494 . Gifts, Junkets and Meals, 498
CHAPTER WRAP-UP 
QUESTIONS FOR REVIEW 
QUESTIONS FOR CRITICAL THINKING 
DEEPENING YOUR MEDIA LITERACY 
KEEPING UP TO DATE 
FOR FURTHER LEARNING 
media people Charlie Gay 482
media timeline Development of Media Ethics 486
media people Ted Cohen 492
media people James Frey 495
case study Prepackaged News: Who Funds Advocacy? 497
Online chapters available at: 
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BWSVME-CLONK-GROSZ-GIPON-LOBBY-NOOSE
Also available on MyMassCommLab at:
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chapter22-VisualMessages 
Vignette: Al Diaz
Early Media Illustrations
Engravings . Editorial Cartoons . Comics
Photographic Technology
Invention of Photography . Halftones . Digital Captures
Photography in Mass Communication
Visual Messages . Troublesome Word Medium
Cameras, Films and Techniques
Stopping Motion . Celluloid . Smaller Cameras . Faster Film . Instant Photography
Documentary Photography
Mathew Brady . Frontier Photography . Depression Photography
Persuasive Photography
Illustrating Advertisements . Illustrating a Cause Poignantly
Reality Photography
Newspapers . Magazines . Moving Visuals
Evaluating Visual Messages
Images as Evocative . Recognition of Excellence
Visual Issues
Imitative or Creative . Image Ownership . Image Misrepresentation . Access for 
Photographers . Intruding
CHAPTER WRAP-UP
QUESTIONS FOR REVIEW
QUESTIONS FOR CRITICAL THINKING
media timeline Photography Technology
media timeline Visual Media Breakthroughs
media abroad Germany: Leica Cameras
media people Mathew Brady
media people Margaret Bourke-White
media people Alfred Eisenstaedt
chapter23-Media andPolitical Systems 
Vignette: John Twyn
Four Theories Model
Political Systems . Siebert, Peterson and Schramm
Authoritarian Media
Henry VIII . Authoritarian Control . Effectiveness of Controls . Nature of Truth
Communist Media
Marxist Underpinnings . Marxist Notion of Truth . Media Unified with Government
Libertarian Model
Optimism About the Human Mind . Marketplace of Ideas . First Amendment . 
Libertarians and Religion
Social Responsibility Model
Challenges to Libertarianism . Hutchins Commission
Freedom and Responsibility
Responsibility versus Profitability . Exceptions to Social Responsibility
Media Future: Political and Media Systems
CHAPTER WRAP-UP
QUESTIONS FOR REVIEW
QUESTIONS FOR CRITICAL THINKING
media abroad Distinguishing Media Systems
media timeline Political Media Models
media abroad Greece and Libertarianism
media people Elijah Lovejoy
media abroad Ombuds
Index 503
PART ONE THE MASS MEDIA
The mass media are the vehicles that carry mass messages. Television is a mass 
medium. So is the Internet. Magazines too. In all, there are eight major mass media. 
An entire industry has been built up around each of these major media. This first 
section of your book includes an introductory chapter and then deals with each of 
these major mass media.
PART TWO MASS MESSAGES
The mass media carry all kinds of messages-earth-shaking news, frivolous 
horoscopes, reality television, hard rock, Brahms, and Nike ads. This section of your 
book takes up the major forms of media messages. Mass messages are not unique to 
any medium. News, for example, is as much at home in a newspaper as on the 
Internet and television. Public relations and advertising people don't limit 
themselves to any single medium to deliver their persuasive messages. To be sure, 
there are many other forms of mass media messages, but these are the major ones.
PART THREE MASS MEDIA ISSUES
This final section builds on what you learned in earlier sections about the mass 
media and about messages that media carry to their audiences. Every chapter is 
self-contained, so you can explore them in any order your instructor assigns. Each 
chapter is a springboard to improve your understanding and appreciation of the 
mass media and their role in every day of our lives as individuals and as a global 
society.
Features
Case Studies
Are Journalists Who Publish Classified Information Criminals? 243
Authors as Franchise: J. D. Robb and Nora Roberts 45
Do We Need Net Neutrality? 212
Media Advocacy: Will It Make a Difference? 394
More Power for Low Power 159
Podcasting: The New Revolution? 116
Prepackaged News: Who Funds Advocacy? 497
Ratings Technology: A2/M2 Coming to a Cell Phone Near You 330
Media Databank
Advertising Agencies 280
Advertising Spending by Medium 282
Best U.S. Newspapers 77
Big-Budget Movies 128
Biggest U.S. Media Companies 21
Bookstore Chains 36
Cable and Satellite Delivery Companies 178
Cohort Analysis 337
Cross-Ownership 187
Diversity in the News 395
Game Publishers 313
Gaming Ads 284
Global Box Office 137
Income-Based Viewership 190
Largest Advertisers 277
Largest U.S. Newspapers 55
Leading Games 311
Magazine Advertising Revenue 88
Major Movie Studios 132
Major Movie-House Chains 139
Major Trade Book Publishers 34
Media Costs 14
Media Usage 3
Movie Advertising 208
Movie Power 410
Movie Ratings 142
Movie Revenue 125
MTV Subscribers 420
National Public Radio Audiences 237
Newspaper Chains 58
Newsroom Salaries 60
NPR News Audience 165
Public Relations Agencies 260
Radio Chains 157
Radio Formats 162
Record Sales by Genre 303
Recorded Music Genres 110
Recording Companies 103
Television Chains 180
Television Episodes 307
Media People
50 Cent 104
Adolph Zukor 133
Andy Kohut 327
Bella Price 90
Benjamin Day 225
Bob and Harvey Weinstein 136
Charlie Gay 482
Christina Saralegui 5
Clarence Brandenburg 463
Dave Balter 296
David Sarnoff 346
Debra Lee 182
DeWitt and Lila Wallace 87
Donna Brazile 437
Earl Caldwell 242
Ed Porsons 176
Edward Bernays 270
Edward R. Murrow 163
Frank Miller 39
Garrison Keillor 166
George Gallup 325
George Gerbner 378
George Gilder 69
Glenn Reynolds 215
Gordon McLendon 161
Harriet Beecher Stowe 33
Helen Thomas 442
Herbert Schiller 408
Howard Stern 158
Ida Wells-Barnett 234
J. K. Rowling 42
Jack Abramoff 262
James Frey 495
James Gordon Bennett 227
Jane Friedman 41
Jay Near 460
Jineth Bedoya Lima 428
Johannes Gutenberg 7
John Brinkley 153
Joseph Gutnick 466
Kathleen Rutledge 370
Leslie Unger 271
Lourdes Portillo 130
Margaret Bourke-White 86
María Celeste Arrar s 181
Mark Antreessen 205
Mark Cuban 127
Myles Kovacs 95
Nelly 317
Orhan Pamuk 429
Oriana Fallaci 246
Paul Garrett 258
Peggy Charren 375
Philo Farnsworth 174
Protest Musicians 306
Robert Flaherty 131
Rupert Murdoch 20
Sam Peckinpah 376
Sara Josepha Hale 89
Seymour Hersh 232
Shigeru Miyamoto 312
Shonda Rhimes 391
Steve Schild 363
Steven Spielberg 135
Ted Cohen 492
Terry Gross 165
Tim Berners-Lee 203
Tony Snow 447
Vint Cerf 202
Vivendi Mastermind 25
William Holmes McGuffey 32
William Shockley 200
Media Technology
Airplay for Sale 157
Albums: The Rise and Fall 112
Carbon Nanotubes 206
China and EVD 422
Computer-Generated Imagery 129
Digital DJs 309
Digital Television 178
DualDisc 108
Espresso Machine Brews Books 40
Measuring Creativity 297
Mobile Television 193
Newspaper Production 56
Sound Mixing 113
Video on Demand 186
Media Timeline
Development of Advertising 278
Development of Books 31
Development of Media Ethics 486
Internet 199
Journalistic Practices 224
Landmarks in Media Law 459
Magazines 83
Mass Communication and Culture 387
Mass Communication and Violence 372
Media Research 323
Media Technology 8
Movie Censorship 140
Movie Exhibition 138
Movie Technology 126
Notable Dailies 61
Public Relations 254
Radio 151
Radio Networks 154
Record Industry 107
Recording Formats 105
Television Technology 175
Understanding Mass Media Effects 362
ER  -