Exploring mass communication: connecting with the world of media
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, CA ; London, UK ; New Delhi ; Singapore
Sage
[2025]
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xxiii, 358 Seiten Illustrationen, Diagramme |
| ISBN: | 9781544385631 |
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| 245 | 1 | 0 | |a Exploring mass communication |b connecting with the world of media |c Vincent F. Filak, University of Wisconsin-Oshkosh |
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ÜtrtiMliiAlli DETAILED CONTENTS xvii Preface Acknowledgments About the Author xxi xxiii UNDERSTANDING TODAY'S MEDIA WORLD PART I Chapter 1 Media Basics: Models and Theories 1 Introduction 2 What Is Media? The Evolution of Storytelling A Leap into Mass Communication The Digital Media Age 2 3 4 5 How Do We Use Media to Interact? 7 Communication Components Linear Model of Communication Interactive Modelof Communication Transactional Model of Communication 7 7 9 10 What Does Media Do to Us? The Magic-Bullet Theory Gatekeeping Agenda Setting Framing 11 12 12 13 13 Spiral of Silence Third-Person Effect 15 15 From Media Consumer t Media Creator Traditional Media Jobs Valuable Skills for Other Careers 16 17 17 Chapter Review 18 Key Terms 19 Discussion Questions 19 Chapters Media Audiences and Uses 21 introduction 22 From Age to Interests: A Brief Look at How toDefine an Audience Demographics Psychographics Geographies 22 23 23 24 Media Literacy Issues of Credibility: Who Gets Our Trust? Issues of Bias: Does the Source Have an Agenda? 24 25 27 Issues of Fairness: Just Because We Can, Does It Mean We Should? Issues of Outcome: What Happens as a Result of Media Use and Content? Issues of Critical Thinking: How Much Do We Question Our Media Content? Building Critical Thinking Skills: The Three "A’s" 28 28 29 30
Exploring Mass Communication Why Do We Consume Media? Surveillance and Education Entertainment Social Utility Personal Identity Escape 33 34 35 35 35 35 Is Media Use Risky? Will Negative Media Imagery Harm Us? Do We End Up in Our Own Media Bubbles? Is There Such a Thing as Too Much Media? 36 36 37 38 The Era of "Demassification" One-to-Many Becomes Many-to-Many Barriers to Media Entry Fall Microtargeting 39 40 41 42 Chapter Review 42 Key Terms 43 Discussion Questions 44 Chapters Media Systems and Corporate Ownership 45 Introduction 46 A Basic Overview of Global Media Systems 46 Authoritarian Libertarian Social-Responsibility Theory Soviet-Communist 47 48 48 48 A Brief History of Media Ownership and Control Governmental Control Independent Ownership Corporate Ownership Convergence and Conglomerates Hedge Fund Ownership 49 49 49 50 51 53 Digital Media Disruptors The Decline of Newspapers Digital Music Mayhem Social Sharing Development Video Goes Viral 54 54 55 56 58 Impact of Ownership Consolidation News Deserts Job Losses Loss of Diversity False Sense of Choice 59 59 61 61 62 Chapter Review 62 Key Terms 64 Discussion Questions 64 PART 11 Chapter 4 TRADITIONAL MEDIA Books: The Original MassMedium 65 Introduction 66 From Stone Tablets to Digital Tablets: A Brief History of Text Early Writings Building a Library, Preserving Knowledge Foundations of Publication 66 67 68 68
Pulp Fiction and Dime Novels Paperback Revolution Nonmainstream Efforts Books on Demand tς 6ς 70 70 Role of Books Record History Improve Literacy and Free Thinking Expand Education Provide Entertainment and Enjoyment 72 72 73 73 74 The Process of Developing, Writing, Publishing, and Selling Books Authors Publishers Content and Copy Editors Booksellers 75 76 77 7.3 78 Censorship and the Movement to Ban Books Early Censorship Efforts Twentieth-Century Censorship Challenges and Bans Today Why Are Some Books Frequently Banned? Social or Racial Inequality Sex and Violence LGBTQ+Characters 78 78 79 80 81 51 83 83 Jobs in Publishing 84 Chapter Review 85 Key Terms 86 Discussion Questions 87 Chapters Print Journalism: Newspapers and Magazines 89 Introduction 90 A Brief History of News Publications Early Efforts in Print Colonial Times and Revolutionary Rhetoric Penny Press and Publication for the Masses Abolitionism, Civil Rights, and the Rise of the Black Press Magazines Develop Broad Appeal and Niche Content Specialty Press: Journalism "by Us, for Us" The Growth of Chains and the Decline of Print 90 90 91 91 92 93 94 96 Role of Newspapers and Magazines Inform Advocate Investigate Prevent Corruption Entertain Provide Permanence Similarities and Differences between Newspapers and Magazines 97 98 98 99 99 Ю0 100 102 Is Print Dead or Is It Evolving? Financial Support Inherent Value to Readers Homogenization of Content 104 104 105 106 Careers in Print Journalism 107 Chapter Review 107 Key Terms 108 Discussion Questions 108
X Exploring Mass Communication Chapter6 Radio and Other Audio Formats 109 Introduction 110 A Brief History of Audio Media 110 Early Recording and Broadcast Discoveries 111 The Power of Radio Becomes Clear 113 How Radio Works 114 The Golden Age of Radio 115 Diversity and Expansion of Programming: The Development of Black Radio 117 Networks Span the Nation 118 Television Competition and the Shift to theNiches Radio Gains Improved Mobility 118 119 AM and PM Radio 119 Going Digital, Filling Niches 120 Rules and Regulations Organization and Licensure The Role of Radio in Society 122 123 123 Alert the Public 124 Bring Events to People 124 Create Local Connections 125 Create Cultural Connections 125 Galvanize Social Action 125 Jobs in Audio Media 126 Chapter Review 127 Key Terms 128 Discussion Questions 128 Chapter 7 Movies 129 Introduction 130 A Brief History of Movies 130 Early Inventions and the Start of MovingPictures 131 Telling Stories through Edited Film 132 The Introduction of Sound and the Talkies 133 The Move to Color 134 Fun Things We Tried atthe Movies 135 The VCR Brings Movies Home 137 Digital Media and Streaming The Role of Movies 137 138 Offer an Escape 132 Create Inspiration 139 Provide Social Commentary How Movies Are Made 139 142 Planning and Development 142 Scriptwriting and Storyboarding 142 Castand Crew Selection 143 Location Scouting 143 Budget and Financing 143 Legal Concerns 143 Filming and Production 144 Principal Photography 144 Secondary Filming 144 Coverage and Sound 145
Editing and Postproduction Work Editing Special Effects Music and Sound Distribution 145 'i5 lui 147 Viewer Discretion Advised: Ratings and Social Acceptability Early Censorship Efforts and the Production Code Ratings Take Hold 147 147 148 Jobs in Moviesand Film Production 149 Chapter Review 149 Key Terms 151 Discussion Questions 151 Television 153 Chapters Introduction 154 A Brief History of Television Early Mechanical Efforts The Beginning of Over-the-Air Broadcasting The 1950s TV Boom Satellite Options Emerge Cable Becomes Universally Available Cord-Cutting and Internet TV Develop 154 155 155 155 156 156 157 The Many Benefits of Entertainment Television Mood Management Social Comparison Socialization and Companionship 159 159 160 160 The Role of Broadcast Journalism Alert the Public Bring Events to People Create Local Connections within a Community Open the "Window to the World" for People 161 161 162 162 163 How TV Has Adapted to Technological Advances Time-Shifting Binge Watching Subscription-Based TV Niche Content 164 164 165 166 166 Is Television a "Vast Wasteland"? Sex and Violence Warped Worldview Glorified Consumerism Stereotypes and Lack of Diversity Unreal Reality Blurred Lines Satirical News Programs The Rise of Pundits 167 167 168 169 169 169 170 17D 171 Jobs in Television 172 Chapter Review 173 Key Terms 174 Discussion Questions 175
Χίί Exploring Mass Communication part Chapter 9 DIGITAL MEDIA The All-Consuming Internet 177 Introduction 178 From Military Tool to Daily Necessity: A Brief History of the Internet The "Intergalactic Network,” Packet-Switching Theory, and ARPANET TCP/IP and the Universal Internet Welcome to the World Wide Web Interactivity and Web 2.0 Wi-Fi and the Untethering of Devices 178 179 781 181 181 182 Role of the Internet Broaden Access to Content Bypass Censorship Provide Voice to Niche interests Archive Information for Future Generations 183 183 183 184 185 Media Monopoly 2.0 Apple Amazon Facebook/Meta Google 186 186 187 188 188 The Dark Corners and Negative Consequences of the Internet Cyberscamming and Cybercrimes Hoaxes and Frauds Harassment and Cyberbullying 190 190 191 192 Jobs Working with Online Media 193 Chapter Review 193 Key Terms 195 Discussion Questions 195 Chapter 10 Social Media 197 Introduction 198 From Six Degrees to TikTok: A Brief History of Social Media Social Media's Infancy The Big Players Emerge Social Goes Mobile and Visual 198 198 200 201 Defining and Differentiating Social Media Many-to-Many Model Individualized Content Selection 204 205 205 Examining Social Media Approaches 207 The Value of Social Media Constant Media Access Exponential Audience Expansion Transitive Trust 209 209 210 210 Uses and Gratifications of Social Media Interpersonal Connectivity Informational Awareness Social Comparison 212 212 213 213 Jobs Related to Social Media 214 Chapter Review 214 KeyTerms 216 Discussion Questions 216
Chapter 11 Video Gamesand Gaming as Media 217 Introduction 215 A Brief History of Video Games: From Cathode Rays to Fortnite The Early Years Video Games Move into the Mainstream The Golden Age of Gaming Mobile and Internet Gaming Takes Off 218 219 223 220 221 Game Typology and Genres Arcade-Style Gaming Edu-Gaming Asynchronous Gaming Massively Multiplayer Online Gaming 222 222 224 225 225 Gaming Crossovers Books Movies Television Shows Marketing and Secondary Products Advertising Video Game Coverage 226 226 227 227 227 228 228 Role of Video Games Entertainment Escape Social Connections Motivated Growth 228 229 229 230 231 Understanding Flow and the Value of Video Games 232 Jobs Related to Video Games 234 Chapter Review 235 Key Terms 236 Discussion Questions 236 PART IV STRATEGIC MEDIA Chapter 12 Public Relations 237 Introduction 238 A Brief History of Public Relations Ivy Lee and Early Public Relations Efforts Shaping Public Opinion Public Relations in the Time of War Growth, Development, and Diversification of PR The Digital Revolution 238 239 239 240 240 241 Defining and Explaining Public Relations Inform the Public Advocate for a Client or Cause Share Content among All Groups Create Quality Outcomes for Everyone Involved 242 243 243 243 244 Using Persuasion in Public Relations The Principle of Liking The Principle of Reciprocity The Principle of Social Proof The Principle of Consistency The Principle of Authority The Principle of Scarcity 246 246 247 247 247 248 248
xiv Exploring Mass Communication Key Elements of Successful PR 250 Transparency 250 Clarity 251 Humanity Communication Tools for Public Relations 251 252 Traditional News and Press Releases 253 Story Pitches 253 Fact Sheets 253 Media Kits 254 Live Events 254 Digital Efforts 254 Website Social Media 254 254 Jobs in PR 255 Chapter Review 255 Key Terms 257 Discussion Questions 258 Chapter 13 Advertising and Marketing 259 Introduction 260 A Brief History of Advertising 260 Traditional Print Advertising in the United States 261 Broadcast Advertising Expands Message Reach 261 Advertising Agencies Assist Clients in Reaching Consumers 261 Niche Marketing Efforts Target People of Color 263 Advertising Goes Digital Defining and Explaining Advertising 264 265 Paid Speech 266 Known Sponsor 266 Information Plus Persuasion 267 Delivered to an Audience 268 Promotes Products, Services, or ideas Exploring Advertising Options 268 269 Buying Space 269 Buying Time 271 Buying Clicks 271 Beyond the Basics: Advertising in Other Ways 273 Product Placement Native Advertising Advertising and Society ^b 274 Satisfying Wants and Needs 275 Developing Connections beyond Purchase 275 Transactional Purchases 275 Relational Purchases Shaping Brand Association 276 Showcase Benefits and Characteristics 277 Alert Consumers to Important Information 279 Jobs in Advertising 279 Chapter Review 280 Key Terms 281 Discussion Questions 282
PART V RULES AND VALUES Chapter 14 Media and the Law 283 Introduction 284 Free Speech, Free Press, and the First Amendment You Can’t Publish Anything You Want Not Alt Expression Is Protected and Protected Equally Journalists Don’t Operate under a Higher Level of Protection Than Regular Citizens The First Amendment Doesn’t Shield You from Any Harm Associated with the Things You Publish 284 285 285 286 Beyond the First Amendment: Regulators and Regulations Federal Trade Commission Federal Communications Commission Food and Drug Administration 287 288 288 290 Defamation, Libel, and Slander Defenses against Defamation Truth Privilege Opinion and Commentary Hyperbole and Satire Actual Malice 290 292 292 293 293 294 294 Invasion of Privacy Intrusion False Light Disclosure Misappropriation 296 296 297 298 298 That’s Mine! Copyright Law and Protections Fair Use Nature of the Use Nature of the Material The Amount of the Material Used The Impact on the Market Other Ways to Avoid Copyright Infringement Get Permission Use Creative Commons Work Use Work without Copyright Create Tour Own Content 299 300 300 300 330 391 301 301 30 ’ 302 302 287 Jobs in Media Law 302 Chapter Review 303 Key Terms 304 Discussion Questions 304 Chapter 15 Ethics: What We Value 305 Introduction 306 What Are Ethics and Why Do They Matter? Conceptualizing Ethics Why Ethics Matter Establishment of Trust Shared Understanding of Values Respect for All Participants 306 307 307 307 333 308 Some Basic Ethical Models 309 The Basic Elements of Media Ethics Honesty versus Deceit Accuracy versus Misrepresentations 312 312
313
Xvi Exploring Mass Communication Diversity versus Stereotyping Independence versus Conflicts ofInterest 313 314 Working through Ethical Dilemmas Assess the Situation Identify the Values Discuss the Issue with Others 316 316 317 317 Determining Your Own Approach toEthics Seek Humanity Predict the Impact of Your Actions Learn from Experience Review and Respect the Codes ofOthers Learn to Live with Your Choices 319 319 319 320 320 321 Jobs in Media Ethics 321 Chapter Review 322 Key Terms 324 Discussion Questions 324 Glossary 325 Endnotes 333 Index 355 |
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