Exploring mass media for a changing world / by Ray Eldon Hiebert and Sheila Jean Gibbons.

Format:

Book

Author/Creator:

Hiebert, Ray Eldon.

Contributor:

Gibbons, Sheila Jean, 1951-

Language:

English

Subjects (All):

Mass media.

Physical Description:

xx, 349 pages : illustrations ; 25 cm

Place of Publication:

Mahwah, N.J. : Lawrence Erlbaum Associates, 1999.

Summary:

A shorter, more flexible & affordable text around which instructors of Intro to Mass Media can build a customized teaching packet. Covers information students need to understand the media, the mass communication process, & the role of media in society./P>

Contents:

1 Development of Mass Media and Social Change 1

The Age of Mass Communication 3

Media Developments Through History 5

The Example of Communication in China and the Orient 19

The Long View of History Proves Media's Power 20

2 Process and Functions 22

Mass Media 24

Mass Media Continuum 25

Mass Communication Process 27

Functions of Mass Media 36

3 Political Systems: Nations and Cultures 42

What Accounts for Media System Differences? 43

The Media Systems Paradigm 43

The Classic Four Systems of the Press 45

Four Theories' Criticism and Alternatives 48

The Freedom Versus Control Continuum 49

New Global Realities 50

The New Libertarian Reality 52

The New Social Responsibility Reality 53

The New Communist Reality 53

New Realities in the Authoritarian Developing World 54

One Global Media System? 54

Media Subsystems 55

A Comprehensive Mass Communication Model 55

4 Economic Realities: Ownership and Control 59

Changing Ownership Patterns: Types of Entrepreneurship 60

Types of Media Firms 64

Global Media Conglomerates 72

Government Regulation of Ownership 73

Concerns About Media Consolidation 76

Looking Ahead 80

5 Legal Concerns: Rights and Responsibilities 82

The First Amendment 82

Public Rights in Conflict 83

Limitations on Government 89

Where Government Has Authority 93

Freedom Versus Responsibility 98

What Are Media's Responsibilities? 99

Ethical and Moral Considerations 100

Codes of Professional Conduct 101

Rights of Owners and Employees 102

6 Audiences: Use of Mass Media 104

Mass Media's Audience 104

Television and the Audience of Children 106

Measuring Media Audiences 108

Predicting Audience Behavior 109

The Mass Audience 110

Audience Diversification 111

Demographic Distinctions 113

Communicator Encoding-Audience Decoding 116

Audience-Communicator Relationships 116

Audiences of News 119

Audiences for Specialized and New Media 119

Audience Attitudes Toward Mass Media 120

7 Impact: Effects of Mass Media 124

Research Difficulties 125

Massive Effects 125

Normative Effects 127

Observable and Demonstrable Effects 128

Limited Effects 132

Critical and Powerful Effects 135

Factors That Influence the Effectiveness of Mass Media 138

8 Newspapers 141

Development of Newspapers 143

Twentieth-Century Newspapers 153

Current Issues 156

Nondaily Community Newspapers 159

Content and Relationship With Readers 161

Looking Ahead 162

9 Books, Magazines, and Newsletters 166

10 Motion Pictures 187

First Years 188

Silent Era: 1896-1926 188

Talkies Arrive: 1926-1930 192

Golden Age: 1930-1946 193

Decline: 1946-1969 195

Refocusing: 1970-Present 198

Current Issues 199

Looking Ahead 204

11 Radio and Sound Recordings 206

Radio 207

Sound Recording 219

12 Television 230

TV's Early Days: 1925-1945 232

Becoming a Mass Medium: 1945-1952 233

Television's Golden Age: 1952-1960 235

TV Comes of Age: 1960-1976 238

New Alternatives Emerge: 1976-1984 241

Critical Issues Intensify: 1984-1999 245

Remedial Efforts 252

The Business of Television 254

Looking Ahead 256

13 Advertising 261

Advertising and Mass Media 262

Advertising's Origins 263

Types of Advertising 264

Advertising Techniques 269

Advertising's Place and Role in Different Media 271

The Business of Advertising 275

Regulation of Advertising 276

Critical Issues 278

In Defense of Advertising 280

Looking Ahead 281

14 Public Relations, Public Opinion, and Mass Media 284

The Scope of Public Relations Today 285

Defining Public Relations 285

Public Relations, Democracy, and Public Opinion 287

Types of Public Opinion and Publics 288

Courting Public Opinion 289

Public Relations in American History: A Critical Role 290

The Rise of Public Relations in the Twentieth Century 291

Publicity, Advertising, and Credibility 292

The Process of Public Relations 293

Difficult Relations in an Age of Mass Media 297

Attitudes Toward Public Relations 298

15 The Internet and the Future of Mass Media 303

Convergence and New Media 304

The Rise of the Internet 305

Defining the Internet 306

Historical Background 307

Ownership and Control 309

Rights and Responsibilities 312

New Theories and Models 314

Audiences 315

Audience Uses and Internet Functions 317

Effects of the Internet 321

New Media Versus Old Media 324.

Notes:

Includes bibliographical references and indexes.

ISBN:

0805829164

OCLC:

187492477