RENT TEXTBOOKS

by: Vivian, John

ISBN: 9780205693054 | 0205693059

Coupling contemporary issues with key historical events, The Media of Mass Communication, 10e engages students in the pursuit of greater media literacy and provides accessible insight into the important issues of mass media 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 10th edition balances the principles and foundations of media literacy with lively examples, streamlined coverage, and a robust media... MORE package. Widely praised for its dynamic writing style, this thoroughly revised edition helps students see why the media are in such a tumultuous transition and provides tools for understanding the reshaping of the entire media industry.

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This book covers the on-going transformations in mass media and offers accessible insight into the important issues through lively examples, streamlined coverage, and a robust media tools.

Coupling contemporary issues with key historical events, The Media of Mass Communication, 10e engages students in the pursuit of greater media literacy and provides accessible insight into the important issues of mass media 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 10th edition balances the principles and foundations of media literacy with lively examples, streamlined coverage, and a robust media package.

This new edition of The Media of Mass Communication will help you see why the media are in such a tumultuous transition and provide you with tools for understanding the reshaping of entire the media industry. Reflecting the transformations in the mass media, this 10th edition is the most thorough overhaul in the book’s 20-year history.

Widely praised for its dynamic writing style, this thoroughly revised edition helps students see why the media are in such a tumultuous transition and provides tools for understanding the reshaping of the entire media industry.

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Updated in a new 10th edition, this book is organized around a "balanced" approach and provides the principles and foundations of media literacy with coverage of contemporary media issues.

This book covers the on-going transformations in mass media and offers accessible insight into the important issues through lively examples, streamlined coverage, and a robust media tools.

CHAPTER 1: MASS MEDIA LITERACY

Media Ubiquity

... MOREHuman Communication

Media and Society

Media Finances

Chapter Wrap-Up

Review Questions

Media Literacy: A Thematic Chapter Summary

 

CHAPTER 2: MEDIA TECHNOLOGY

Media Technology

Printing Technology

Chemistry Technology

Electrical Technology

New Technologies

Digital Integration

Technology and Mass Communication

Chapter Wrap-up

Review Questions

Media Technology: A Thematic Chapter Summary

 

CHAPTER 3: MEDIA ECONOMICS

Financial Foundations

Ownership Structures

Sponsored Media

New Media Models

Debate over Government Role

Historic Media-Government Links

New Media Funding

Innovation — Triggering Patterns

Chapter Wrap-Up

Review Questions

Media Economics: A Thematic Chapter Summary

 

CHAPTER 4: INK ON PAPER

Publishing Industry

Newspaper Industry

Post-Print Culture

Magazine Industry Status

Magazine Innovations

Book Industry

Book Genres

New Directions for Books

New Book Technology

Chapter Wrap-Up

Review Questions

Ink on Paper: A Thematic Chapter Summary

 

CHAPTER 5: SOUND MEDIA

The Recording Industry

New Digital Music Landscape

Regulatory Pressure

Dependence on Radio

Influence of Radio

Radio Content

Radio Station Formats

Commercial Terrestrial Radio

Corporate Radio

Public Radio

Satellite Radio

Whither Radio?

Chapter Wrap-Up

Review Questions

Sound Media: A Thematic Chapter Summary

 

CHAPTER 6: MOTION MEDIA

The Television-Movies Meld

Movies: First of the Motion Media

Movie Products

Hollywood Studios

The Box Office

Television in Transition

Broadcast/Terrestrial Television

Cable/Satellite Television

Video on Demand

Public Television

Future for Television

Chapter Wrap-Up

Review Questions

Motion Media: A Thematic Chapter Summary

 

CHAPTER 7: NEW MEDIA LANDSCAPE

Portals

Search Engines

Messaging

User-Generated Sites

Online Commerce

Online Domination

Games

Online Archives

Chapter Warp-Up

Review Questions

Mew Media Landscape: Thematic Chapter Summary          

 

CHAPTER 8: NEWS

Journalism Traditions

Concept of News

Personal Values in News

Variables Affecting News

New Realities in News

Journalism Trends

Chapter Wrap-Up

Review Questions

News: A Thematic Chapter Summary

 

CHAPTER 9: ENTERTAINMENT

Entertainment in History

Storytelling

Music

Sports as Media Entertainment

Sex as Media Content

Gaming as Media Content

Artistic Values

Chapter Wrap-Up

Review Questions

Entertainment: A Thematic Chapter Summary

 

CHAPTER 10: PUBLIC RELATIONS

Importance of Public Relations

Origins of Public Relations

Structure of Public Relations

Public Relations Services

Public Relations and Advertising

Media Relations

Directions for Public Relations

Chapter Wrap-Up

Review Questions

Public Relations: A Thematic Chapter Summary

 

CHAPTER 11: ADVERTISING

Importance of Advertising

Origins of Advertising

Advertising Agencies

Placing Advertisements

New Advertising Platforms

Brand Strategies

Advertising Tactics

New Advertising Techniques

Problems and Issues

Chapter Wrap-Up

Review Questions

Advertising: A Thematic Chapter Summary

 

CHAPTER 12: MASS AUDIENCES

Discovering Mass Audiences

Audience Measurement Principles

Measuring Audience Size

Audience Measurement Techniques

Measuring Audience Reaction

Audience Analysis

Chapter Wrap-Up

Review Questions

Mass Audience: A Thematic Chapter Summary

 

CHAPTER 13: MASS MEDIA EFFECTS

Effects Theories

Lifestyle Effects

Attitude Effects

Cultural Effects

Behavioral Effects

Media-Depicted Violence

Chapter Wrap-Up

Review Questions

Mass Media Effects: A Thematic Chapter Summary

 

CHAPTER 14: MEDIA AND DEMOCRACY

Media Role in Governance

Media Effects on Governance

Government Manipulation of Media

Political Campaigns

Chapter Wrap-Up

Review Questions

Media and Democracy: A Thematic Chapter Summary

 

CHAPTER 15: MASS MEDIA GLOBALIZATION

Mass Media and Nation States

War as Libertarian Test

Arab Media Systems

Media and Terrorism

Battle for Iran

China Media

Distinctive Media Systems

Chapter Wrap-Up

Review Questions

Mass Media Globalization: A Thematic Chapter Summary

 

CHAPTER 16: MEDIA LAW

Intellectual Property

Free Expression

Broadening Protection

Defamation

Indecency

Chapter Wrap-Up

Review Questions

Media Law: A Thematic Chapter Summary

 

CHAPTER 17: ETHICS

The Difficulty of Ethics

Media Ethics

Moral Principles

Process versus Outcome

Potter’s Box

Ethics and Related Issues

Unsettled, Unsettling Questions

Chapter Wrap-Up

Review Questions

Ethics: A Thematic Chapter Summary