Intro to Mass Communication Baran 10th Edition Pdf
PDF 2013 – Mc Graw Hill – ISBN: 0073526215 – Introduction to Mass Communication: Media Literacy and Culture, 8th Edition by Stanley Baran # 4765
2013 | | English | 464 pages | PDF | 98 MB
Introduction to Mass Communication: Media Literacy and Culture is an integrated program that encourages students to be active media consumers and gives them a deeper understanding of the role that the media plays in both shaping and reflecting culture. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media producers, technologies, and industries. This was the first, and remains the only, university-level program to make media literacy central to its approach, and given recent national and global turmoil, its emphasis on media use and democracy could not be more timely.
New for the eighth edition, Connect Mass Communication combines contemporary course content and groundbreaking digital tools to create a unique learning environment. With Connect Mass Communication, the Introduction to Mass Communication: Media Literacy and Culture program integrates an interactive eBook with dynamic online activities and assignments that help students study more efficiently and effectively. A new bank of CNN videos helps students learn the impact of media through a cultural and global lens. LearnSmart, McGraw-Hill's adaptive learning system, assesses students' knowledge of course content and maps out personalized study plans for success.
PART ONE LAYING THE GROUNDWORK 2
1 Mass Communication, Culture, and Media Literacy 2
2 Convergence and the Reshaping of Mass
Communication 28
PART TWO MEDIA, MEDIA INDUSTRIES, AND MEDIA AUDIENCES 46
3 Books 46
4 Newspapers 70
5 Magazines 97
6 Film 120
7 Radio, Recording, and Popular Music 150
8 Television, Cable, and Mobile Video 180
9 Video Games 208
10 The Internet and the World Wide Web 230
PART THREE STRATEGIC COMMUNICATION INDUSTRIES 263
11 Public Relations 263
12 Advertising 286
PART FOUR MASSMEDIATED CULTURE IN THE INFORMATION AGE 3 16
13 Theories and Effects of Mass Communication 316
14 Media Freedom, Regulation, and Ethics 350
15 Global Media 382
Glossary G-1
References R-1
1 Mass Communication, Culture,
and Media Literacy 2
What Is Mass Communication? 4
Communication Defi ned 4
Mass Communication Defi ned 6
What Is Culture? 9
Culture as Socially Constructed Shared
Meaning 9
Functions and Effects of Culture 9
Mass Communication and Culture 14
Mass Media as Cultural Storytellers 15
Mass Communication as Cultural Forum 15
Scope and Nature of Mass Media 16
The Role of Technology 16
The Role of Money 17
CULTURAL FORUM Audience as Consumer or Audience
as Product? 18
Mass Communication, Culture, and Media
Literacy 18
The Gutenberg Revolution 19
The Industrial Revolution 20
Media Literacy 21
Elements of Media Literacy 21
Media Literacy Skills 24
MEDIA LITERACY CHALLENGE Recognizing Cultural
Values 26
Resources for Review and Discussion 26
Review Points 26
Key Terms 27
Questions for Review 27
Questions for Critical Thinking and
Discussion 27
2 Convergence and the Reshaping
of Mass Communication 28
Industries in Transition 31
The Good News for Media
Industries 32
Changes 33
Concentration of Ownership and
Conglomeration 33
Globalization 35
CULTURAL FORUM Concentration, Conglomeration,
and Serving Democracy 36
Audience Fragmentation 37
Hypercommercialism 38
Erosion of Distinctions among Media:
Convergence 39
DEVELOPING MEDIA LITERACY SKILLS Reconsidering the
Process of Mass Communication 41
Interpreter A— The Content Producer 41
The Message 42
Feedback and Interpreter B— The Audience 43
The Result 44
MEDIA LITERACY CHALLENGE The Fraction of Selection 44
Resources for Review and
Discussion 44
Review Points 44
Key Terms 45
Questions for Review 45
Questions for Critical Thinking and
Discussion 45
PART TWO MEDIA, MEDIA INDUSTRIES, AND MEDIA AUDIENCES 46
3 Books 46
Book Timeline 48
A Short History of Books 49
Books Come to Colonial North America 49
Books and Their Audiences 52
The Cultural Value of the Book 52
Censorship 53
USING MEDIA TO MAKE A DIFFERENCE Our Bodies,
Ourselves 54
Aliteracy as Self-Censorship 55
Scope and Structure of the Book
Industry 57
Categories of Books 57
Trends and Convergence in Book
Publishing 58
Convergence 58
Smartphones , Tablets, and e-Readers 59
Conglomeration 61
Demand for Profi ts and Hypercommercialism 62
Growth of Small Presses 64
Restructuring of Book Retailing 65
CULTURAL FORUM Americans Don't Burn Books 66
DEVELOPING MEDIA LITERACY SKILLS The Lessons of Harry
Potter 67
MEDIA LITERACY CHALLENGE Literacy: Limiting Access to
Books in School 68
Resources for Review and Discussion 69
Review Points 69
Key Terms 69
Questions for Review 69
Questions for Critical Thinking and
Discussion 69
4 Newspapers 70
Newspaper Timeline 72
A Short History of Newspapers 73
The Earliest Newspapers 73
The Modern Newspaper Emerges 75
Newspapers and Their Audiences 78
Scope and Structure of the Newspaper
Industry 78
USING MEDIA TO MAKE A DIFFERENCE Nonprofi t Newsrooms
Fill the Reporting Void 79
Types of Newspapers 79
CULTURAL FORUM Smaller Is (Sometimes) Better 83
Contents ix
The Newspaper as an Advertising
Medium 84
The News and Feature Services 85
Trends and Convergence in Newspaper
Publishing 85
Loss of Competition 86
Conglomeration: Hypercommercialism , Erosion of the
Firewall, and Loss of Mission 87
Convergence with the Internet 88
Smartphones , Tablets, and e-Readers 90
Changes in Newspaper Readership 91
DEVELOPING MEDIA LITERACY SKILLS Interpreting Relative
Placement of Stories 93
MEDIA LITERACY CHALLENGE Reading the Newspaper: Hard
Copy vs. Online vs. Mobile 93
Resources for Review and Discussion 94
Review Points 94
Key Terms 94
Questions for Review 94
Questions for Critical Thinking and
Discussion 95
5 Magazines 97
Magazine Timeline 98
A Short History of Magazines 100
The Early Magazine Industry 100
The Mass Circulation Era 101
The Era of Specialization 102
Magazines and Their Audiences 104
Scope and Structure of the Magazine
Industry 104
Categories of Consumer Magazines 105
Magazine Advertising 105
USING MEDIA TO MAKE A DIFFERENCE No Ads? No Problem:
Co n sumer Reports 108
Types of Circulation 108
Measuring Circulation 109
Trends and Convergence in Magazine
Publishing 110
Online Magazines 110
Smartphones , Tablets, and e-Readers 111
Custom Magazines 112
Meeting Competition from Cable Television 113
CULTURAL FORUM Interruptive Ads: Invasive or
Necessary? 114
Advertorials 114
Advertiser Infl uence over Magazine Content 115
DEVELOPING MEDIA LITERACY SKILLS: Recognizing the Power
of Graphics 117
MEDIA LITERACY CHALLENGE Identifying Digital
Alteration 118
Resources for Review and Discussion 118
Review Points 118
Key Terms 119
Questions for Review 119
Questions for Critical Thinking and
Discussion 119
6 Film 120
Film Timeline 122
A Short History of the Movies 124
The Early Entrepreneurs 124
The Coming of Narrative 126
USING MEDIA TO MAKE A DIFFERENCE African American
Response to D. W. Griffi th: The Lincoln and
Micheaux Film Companies 129
The Big Studios 129
Change Comes to Hollywood 130
Movies and Their Audiences 134
Scope and Nature of the Film Industry 136
CULTURAL FORUM Will We Continue to Go to the
Movies? 137
Three Component Systems 138
The Studios 139
Trends and Convergence in
Moviemaking 141
Conglomeration and the Blockbuster Mentality 141
Convergence Reshapes the Movie Business 143
Smartphones, Tablets, and Social Networking
Sites 145
DEVELOPING MEDIA LITERACY SKILLS Recognizing Product
Placements 145
MEDIA LITERACY CHALLENGE Product Placement in
Movies 147
Resources for Review and Discussion 148
Review Points 148
Key Terms 148
Questions for Review 149
Questions for Critical Thinking and
Discussion 149
7 Radio, Recording, and Popular
Music 150
Radio/Recording Timeline 152
A Short History of Radio and Sound
Recording 154
Early Radio 154
Early Sound Recording 155
The Coming of Broadcasting 156
The Coming of Regulation 157
Advertising and the Networks 158
The Golden Age 158
Radio and Its Audiences 160
Scope and Nature of the Radio Industry 160
FM, AM, and Noncommercial Radio 160
Radio Is Local 161
Radio Is Fragmented 161
Radio Is Specialized 161
Radio Is Personal 162
Radio Is Mobile 162
The Business of Radio 163
Radio as an Advertising Medium 163
Deregulation and Ownership 163
Scope and Nature of the Recording
Industry 164
The Major Recording Companies 164
USING MEDIA TO MAKE A DIFFERENCE Rock 'n' Roll, Radio, and
Race Relations 166
Trends and Convergence in Radio and
Sound Recording 167
The Impact of Television 167
Satellite and Cable 168
Terrestrial Digital Radio 169
Web Radio and Podcasting 170
Smartphones , Tablets, and Social Networking
Sites 170
Digital Technology 171
The Internet and the Future of the
Recording Industry 172
Industry-Approved Downloading 173
P2P Downloading 173
CULTURAL FORUM The Future of the Music
Business? 174
DEVELOPING MEDIA LITERACY SKILLS Listening to Shock
Jocks 175
MEDIA LITERACY CHALLENGE Listening to Shock Jocks with
a Media-Literate Ear 177
Resources for Review and Discussion 177
Review Points 177
Key Terms 178
Questions for Review 178
Questions for Critical Thinking and
Discussion 179
8 Television, Cable, and Mobile
Video 180
Television Timeline 182
A Short History of Television 183
Mechanical and Electronic Scanning 184
The 1950s 185
The Coming of Cable 190
Television and Its Audiences 191
USING MEDIA TO MAKE A DIFFERENCE The Creation of Sesame
Street 192
Scope and Nature of the Broadcast
Television Industry 193
The Networks and Program Content 193
How a Program Gets on the Air 193
Cable and Satellite Television 195
Programming 196
CULTURAL FORUM Bundle or À la Carte? 200
Trends and Convergence in Television and
Cable 200
VCR 201
DVD 201
DVR 201
Video on the Internet 202
Interactive Television 203
Phone-over-Cable 204
Smartphones, Tablets, and TV Everywhere 204
DEVELOPING MEDIA LITERACY SKILLS Recognizing Staged
News 204
MEDIA LITERACY CHALLENGE No Video for a Week 206
Resources for Review and
Discussion 206
Review Points 206
Key Terms 207
Questions for Review 207
Questions for Critical Thinking and
Discussion 207
9 Video Games 208
Video-Game Timeline 210
A Short History of Computer and Video
Games 211
Today's Games Emerge 212
Rapid-Fire Developments 214
Games and Their Players 215
USING MEDIA TO MAKE A DIFFERENCE Using Games for
Good 216
What Is a Video Game? 216
Who Is Playing? 217
Scope and Nature of the Video-Game
Industry 218
Trends and Convergence in the Video-Game
Industry 220
Convergence Everywhere 220
Smartphones , Tablets, and Social Networking
Sites 222
Hypercommercialism 222
CULTURAL FORUM Are Games Good or Bad? 224
DEVELOPING MEDIA LITERACY SKILLS Using the ESRB
Ratings 226
MEDIA LITERACY CHALLENGE Masculinity and Femininity in
Game World 228
Resources for Review and Discussion 228
Review Points 228
Key Terms 229
Questions for Review 229
Questions for Critical Thinking and
Discussion 229
10 The Internet and the World
Wide Web 230
Internet and World Wide
Web Timeline 232
A Short History of the Internet 234
Development of the Computer 234
Military Applications 235
The Personal Computer 237
The Internet Today 238
The World Wide Web 238
Smartphones, Tablets, and Social Networking
Sites 242
The Internet and Its Users 243
Changes in the Mass Communication
Process 243
The Double Edge of Technology 244
McLuhan's Renaissance 244
Reconceptualizing Life in an
Interconnected World 246
The Internet and Freedom of
Expression 246
Freedom of the Press for Whom? 247
USING MEDIA TO MAKE A DIFFERENCE Shutting Down the
Internet to Save the Internet 249
Controlling Internet Expression 250
Pornography on the World Wide Web 250
Copyright (Intellectual Property Ownership) 251
Privacy 252
Virtual Democracy 255
CULTURAL FORUM My 873 Friends and I Would Like to
Be Alone, Please: Facebook & Privacy 257
DEVELOPING MEDIA LITERACY SKILLS The Five Internet
Freedoms 258
MEDIA LITERACY CHALLENGE A Cost/Benefi t Analysis of
Twitter 259
Resources for Review and Discussion 260
Review Points 260
Key Terms 260
Questions for Review 261
Questions for Critical Thinking and
Discussion 261
xii Contents
11 Public Relations 263
Public Relations Timeline 264
Defi ning Public Relations 265
A Short History of Public
Relations 266
USING MEDIA TO MAKE A DIFFERENCE The MADD
Campaign 267
Early Public Relations 267
The Propaganda–Publicity Stage 268
Early Two-Way Communication 269
Advanced Two-Way Communication 270
Shaping the Character of Public Relations 271
Public Relations and Its Audiences 272
Scope and Structure of the Public Relations
Industry 273
Public Relations Activities 274
CULTURAL FORUM Big but Silent No More: Protecting a
Company's Good Name in the Era of Social
Media 277
Public Relations' Management Function 278
Organization of a Public Relations Operation 278
Trends and Convergence in Public
Relations 279
Globalization, Concentration, and Specialization 279
Convergence 280
Smartphones, Tablets, and Social Networking Sites 281
Trust in Public Relations 281
DEVELOPING MEDIA LITERACY SKILLS Recognizing Video News
Releases 282
MEDIA LITERACY CHALLENGE Finding VNRs 284
Resources for Review and Discussion 284
Review Points 284
Key Terms 285
Questions for Review 285
Questions for Critical Thinking and
Discussion 285
12 Advertising 286
Advertising Timeline 288
A Short History of Advertising 289
Early Advertising 291
Industrialization and the Civil War 291
Magazine Advertising 292
The Advertising Agency and Professionalism 292
Advertising and Radio 293
World War II 293
USING MEDIA TO MAKE A DIFFERENCE Effecting Positive Social
Change 294
Advertising and Television 295
Advertising and Its Audiences 296
Criticisms and Defenses of Advertising 296
Specifi c Complaints 297
CULTURAL FORUM Kids' Advertising: Is Self-Regulation
Enough? 299
Scope and Nature of the Advertising
Industry 301
The Advertising Agency 301
Types of Advertising 302
The Regulation of Advertising 303
Measuring the Effectiveness of Advertising 305
Trends and Convergence in
Advertising 306
New and Converging Technologies 306
Smartphones , Tablets, and Social Networking
Sites 307
Increased Audience Segmentation 310
Psychographics 310
Globalization 311
DEVELOPING MEDIA LITERACY SKILLS Interpreting Intentional
Imprecision 311
MEDIA LITERACY CHALLENGE Finding Those Little White
Lies 313
Resources for Review and Discussion 314
Review Points 314
Key Terms 314
Questions for Review 315
Questions for Critical Thinking and
Discussion 315
PART THREE STRATEGIC COMMUNICATION INDUSTRIES 263
Contents xiii
13 Theories and Effects of Mass
Communication 316
Mass Communication Theories and Effects
Timeline 318
The Effects Debate 318
Micro- Versus Macro-Level Effects 320
Administrative versus Critical Research 321
Transmissional versus Ritual Perspective 322
Defi ning Mass Communication Theory 322
A Short History of Mass Communication
Theory 323
The Era of Mass Society Theory 324
The Emergence of the Limited Effects
Perspective 325
Cultural Theory— A Return to the Idea of Powerful
Effects 332
The Meaning-Making Perspective 337
The Effects of Mass Communication—Four
Questions 339
Does Media Violence Lead to Aggression? 339
USING MEDIA TO MAKE A DIFFERENCE Television and the
Designated Driver 342
Do Portrayals of Drugs and Alcohol Increase
Consumption? 343
What Is Media's Contribution to Gender and Racial/
Ethnic Stereotyping? 344
CULTURAL FORUM A Friend by Any Other Name:
Research on Facebook and Relationships 346
Do Media Have Prosocial Effects? 347
DEVELOPING MEDIA LITERACY SKILLS Applying Mass
Communication Theory 347
MEDIA LITERACY CHALLENGE Be a News Production
Researcher 348
Resources for Review and Discussion 348
Review Points 348
Key Terms 349
Questions for Review 349
Questions for Critical Thinking and
Discussion 349
14 Media Freedom, Regulation, and
Ethics 350
Media Freedom, Regulation, and Ethics
Timeline 352
A Short History of the First
Amendment 354
Early Sentiment for a Free Press 354
Defi ning and Refi ning the First Amendment 355
CULTURAL FORUM First Amendment Protection for
Violence but Not for Sex 356
Other Issues of Freedom and
Responsibility 361
Social Responsibility Theory 366
Media Industry Ethics 366
Defi ning Ethics 367
Three Levels of Ethics 367
Balancing Confl icting Interests 367
USING MEDIA TO MAKE A DIFFERENCE Journalists as Truth
Vigilantes? 372
Codes of Ethics and Self-Regulation 374
DEVELOPING MEDIA LITERACY SKILLS Media Reform 376
MEDIA LITERACY CHALLENGE Talk to the FCC 378
Resources for Review and
Discussion 378
Review Points 378
Key Terms 379
Questions for Review 379
Questions for Critical Thinking and
Discussion 379
PART FOUR MASSMEDIATED CULTURE IN THE INFORMATION AGE 316
15 Global Media 382
Global Media Timeline 384
A Short History of Global Media 386
The Beginning of International Mass Media 386
CULTURAL FORUM Al Jazeera English: Coming to Your
Town? 388
Global Media Today 390
Comparative Analyses 391
USING MEDIA TO MAKE A DIFFERENCE Social Media and the
Middle East Democracy Movement 396
Programming 397
The Debate over Cultural
Imperialism 399
The MacBride Report and the NWIO 399
The Case for the Global Village 400
The Case against the Global Village 400
DEVELOPING MEDIA LITERACY SKILLS Making the Invisible
Visible: Comparative Analysis 401
MEDIA LITERACY CHALLENGE Do Your Own Comparative
Analysis 403
Resources for Review and
Discussion 403
Review Points 403
Key Terms 404
Questions for Review 404
Questions for Critical Thinking and
Discussion 404
Glossary G-1
Intro to Mass Communication Baran 10th Edition Pdf
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