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The Media of Mass Communication
7th Edition
John Vivian
0-205-41848-1
Paperback
544 pages
2005
Brief Description
This up-to-date, reader-friendly presentation of the mass media helps instructors “use the media to teach the media” and explore its excitement, complexity, and impact on our lives.
Widely praised for his ability to make learning interesting, Vivian excites students as they explore the ever-changing subject of mass communication. This edition retains the emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, and culture. The coverage of media literacy, an underlying theme since the first edition, has been enhanced with a new feature. The three part-organization—the media, media messages, and media issues—has been strengthened by the addition of a totally new chapter on entertainment to balance the coverage of other types of media messages.
Features
Lively writing style and design, exciting magazine-style format, and emphasis on current and future challenges in media make this best-selling text appealing and interesting to today's students.
A full chapter on the newest mass medium—the World Wide Web (Ch. 9)—helps students to understand what it is, how it works, and what makes it possible.
Two full chapters on media's effects on the individual and our society plus a full chapter on mass communication as a process show how the media bring their messages to the masses and help students understand the role the media play in their everyday lives.
Boxed features provide students with additional information about specialized topic areas:
- Media Abroad boxes explore the global aspects of media;
- Media People boxes profile key figures in media industries;
- Media Databank boxes display media facts and data;
- Media Timeline boxes place media events in historical perspective;
- Media Online boxes provide URLs for related Web sites.
Media Future sections at the end of each chapter focus on compelling projected trends in media.
Evaluating Media sections give students concrete tips on how they can judge media companies and media content, both at the core of media literacy.
Two bonus chapters, Chapter 22: Visual Messages and Chapter 23. Media and Political Systems, are available on an on-demand CD-ROM available in a shrink-wrapped package with the text at no additional charge.
Student-friendly pedagogy—including learning goals, study previews, marginal glossary, chapter summaries, questions for review and critical thinking, and “Keeping Up-to-Date” bibliographies—helps students study and learn.
New To This Edition
A new chapter, Entertainment, in the Media Messages section, explains how entertainment is an integral part of today's mass messages conveyed through all the mass media (Ch. 13).
A new feature, Sharpening Your Media Skills, provides critical thinking questions to encourage students to analyze media issues to help broaden their understanding of media literacy.
The text and photo program has been thoroughly updated throughout with the latest examples and information on media trends, challenges, concepts, personalities, and issues.
Contents
All chapters begin with “Learning Goals” and conclude with “Chapter Wrap-Up, ” “Questions for Review, ” “Questions for Critical Thinking, ” and “Keeping Up to Date.”
I. THE MASS MEDIA.
1. The Mass Media.
Vignette: Sumner Redstone.
Importance of Mass Media.
Primary Mass Media.
Mass Media Models.
Economics of Mass Media.
Media Demassification.
Media Conglomeration.
Media Melding.
Media Future.
2. Books.
Vignette: J.K. Rowling.
Books in the Culture.
Book Categories.
Book Authors.
Book Issues.
Evaluating Books.
Book Trends.
Media Future: Books.
3. Magazines.
Vignette: Bonnie Fuller
Influence of Magazines.
Magazines as Media Innovators.
Consumer Magazines.
Non-Newsrack Magazines.
Magazine Demassification.
Evaluating Magazines.
Media Future: Magazines.
4. Newspapers.
Vignette: Nancy Junck
Importance of Newspapers.
Newspaper Chain Ownership.
Evaluating Newspapers.
National Dailies.
New York Times.
Hometown Newspapers.
Challenges for Daily Newspapers.
Weekly Newspapers.
Alternate and Minority Newspapers.
Media Future: Newspapers.
5. Recordings.
Vignette: Shawn Fanning.
Recorded Music as a Social Force.
Recording Technology.
Recording Industry
Changes in Music Business
Evaluating Record Companies.
Issues.
Censorship and Recorded Music.
Media Future: Recordings.
6. Movies.
Vignette: Kevin Costner.
Importance of Movies.
Movie Industry.
Industry Ownership.
Movie Technology.
Movie Rivals.
Movie Censorship.
Evaluating Movies.
Media Future: Movies.
7. Radio.
Vignette: Lowry Mays.
Significance of Radio.
Technical Development.
Characteristics of U.S. Radio.
Radio Entertainment Formats.
Radio News.
Radio Networks.
Broadcasting Regulation.
Quality on the Air.
Media Future: Radio.
8. Television. [update after final toc comes in starting here]
Vignette: John de Mol.
Impact of Television.
Technology of Television.
Structure of U.S. Television.
Delivery Systems.
Over-Air Networks.
Cable Television.
Television Entertainment.
Television News.
Public Television.
Evaluating Television.
Media Future: Television.
9. The Web.
Vignette: Tim Berners-Lee.
World Wide Web.
Internet.
Commerce and the Web.
Measuring the Web Audience.
Web Technology.
Nonlinear Communication.
Hypertext.
Evaluating the Web.
Media Melding.
Public Policy and the Web.
Media Future: Web.
II. MASS MESSAGES.
10. Journalism.
Vignette: Christiane Amanpour.
Journalism Traditions.
Personal Values in News.
Variables Affecting News.
Influences on News.
Gatekeeping in News.
Journalism Trends.
Identifying Good Journalism.
Media Future: Journalism.
11. Public Relations.
Vignette: Dean Kamen and Segway.
Importance of Public Relations.
Origins of Public Relations.
Structure of Public Relations.
Public Relations Services.
Media Relations.
Professionalization.
12. Advertising.
Vignette: Mary Rich Wells.
Importance of Advertising.
Origins of Advertising.
Advertising Agencies.
Placing Advertisements.
Pitching Messages.
Research and Psychology.
Advertising Regulation.
Problems and Issues.
Media Future: Advertising.
13. Entertainment.
Vignette: Roy Lee
Entertainment in History
Story-Telling as Media Entertainment
Music as Media Entertainment
Sports as Media Entertainment
Sex as Media Entertainment
Media Technology and Entertainment
Evaluating Media Content
Media Future: Media Entertainment
14. Media Research.
Vignette: Andy Kohut.
Public-Opinion Sampling.
Measuring Audience Size.
Measuring Audience Reaction.
Audience Analysis.
Applied and Theoretical Research.
III. MASS MEDIA ISSUES.
15. Mass Communication.
Vignette: Wilbur Schramm.
Types of Communication.
Components of Mass Communication.
Communication Models.
Fundamentals in the Process.
Players in the Process.
Impediments to Communication.
Mass Communication Results.
16. Mass Communication Effects.
Vignette: Orson Welles.
Effects Studies.
Uses and Gratifications Studies.
Individual Selectivity.
Socialization.
Media-Depicted Violence.
Media Agenda-Setting for Individuals.
Media-Induced Anxiety.
17. Mass Media and Society.
Vignette: Marshall McLuhan.
Mass Media Role in Culture.
Social Stability.
Cultural Transmission.
Mass Media and Fundamental Change.
18.Global Mass Media.
Vignette: Herbert Schiller.
Global Conglomeration.
Effects of Globalization.
Cultural Intrusion.
Global Media Models.
Global Media Players.
Global Media Companies.
Media Pressure Points.
Media Future: Global Mass Media.
19. Mass Media and Governance.
Vignette: Helen Thomas.
Media Role in Governance.
Media as an Information Service.
Media Effects on Governance.
Government Manipulation of Media.
Status of the Watchdog.
Media-Government Issues.
20. Mass Media Law.
Vignette: James Perry Barlow.
The U.S. Constitution.
Prior Restraint.
Slander and Mass Media.
Privacy Law.
Journalism Law.
Obscenity and Pornography.
Censorship Today.
Copyright.
21. Ethics.
Vignette: Jesse and Terry Ventura.
The Difficulty of Ethics.
Moral Principles.
Process versus Outcome.
Potter's Box.
Ethics and Other Issues.
Unsettled, Unsettling Questions.
22. Visual Messages (Electronic).
Vignette: Al Diaz.
Early Media Illustrations.
Photographic Technology.
Photography in Mass Communication.
Cameras, Films, and Techniques.
Documentary Photography.
Persuasive Photography.
Reality Photography.
Evaluating Visual Messages.
Visual Issues.
23. Media and Political Systems (Electronic).
Vignette: John Twyn
Four Theories Model.
Authoritarian Model.
Communist Model.
Libertarian Model.
Social Responsibility Model.
Freedom and Responsibility.
Media Future: Political and Media Systems.
Copyright © Calvary University, 1998 All rights reserved.
Virtual Learning Centre for Accredited Christian Higher Education
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