Introduction to Mass Communication 12th Edition by Stanley Baran, ISBN-13: 978-1264305094
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- Publisher: McGraw Hill; 12th edition (January 11, 2022)
- Language: English
- ISBN-10: 1264305095
- ISBN-13: 978-1264305094
In today’s media rich world, Introduction to Mass Communication keeps media literacy and culture at its core. Using examples of the past to show how mass communications got their roots and keeping current with the present emerging technologies and trends, Introduction to Mass Communication gives students a deeper understanding of the role media plays in both shaping and reflecting culture.
By understanding and evaluating the ways in which media convergence is changing the landscape of media today, students are encouraged to think critically about their own roles in society as active media consumers. Through this cultural perspective, students learn that audience members are as much a part of the mass communication process as are the media technologies and industries.
The new edition maintains its commitment to enhancing students’ critical thinking and media literacy skills. New and updated material in this edition reflects the latest developments in new digital technologies and highlights the most current research in the field.
With Introduction to Mass Communication, students will have access to a suite of assessments and presentation tools to help them become successful and confident communicators in the workplace.
Table of Contents:
Cover Page
Title Page
Copyright Page
Dedication
From the Author
Brief Contents
Contents
Preface
Acknowledgments
Subtitle Page
Part 1 Laying the Groundwork
1 Mass Communication, Culture, and Media Literacy
What Is Mass Communication?
Communication Defined
Mass Communication Defined
What Is Culture?
Culture as Socially Constructed Shared Meaning
Functions and Effects of Culture
Mass Communication and Culture
Mass Media as Cultural Storytellers
Mass Communication as Cultural Forum
Scope and Nature of Mass Media
The Role of Technology
The Role of Money
CULTURAL FORUM Audience as Consumer or Audience as Product?
Two Revolutions in Mass Communication
The Gutenberg Revolution
The Industrial Revolution
Media Literacy
Elements of Media Literacy
Media Literacy Skills
MEDIA LITERACY CHALLENGE Recognizing Cultural Values
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
2 Convergence and the Reshaping of Mass Communication
Traditional Media Industries in Transition: The Bad News and the Good
Changes in the Process of Mass Communication
Concentration of Ownership and Conglomeration
CULTURAL FORUM Should the Government Subsidize Local Journalism?
Globalization
Audience Fragmentation
Hypercommercialism
Convergence: Erosion of Distinctions among Media
The New Mass Communication Process
Interpreter A—The Content Producer
The Message
Feedback and Interpreter B—The Audience
The Result
DEVELOPING MEDIA LITERACY SKILLS Making Our Way in the Meme Culture
MEDIA LITERACY CHALLENGE The Fraction of Selection
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
Part 2 Media, Media Industries, and Media Audiences
3 Books
A Short History of Books
Books Come to Colonial North America
Books and Their Audiences
The Cultural Value of Books
USING MEDIA TO MAKE A DIFFERENCE Books That Changed American Life
Libraries, Books, and Social Infrastructure
Censorship
CULTURAL FORUM Would You Ban Books by Nazis?
Aliteracy as Self-Censorship
Scope and Structure of the Book Industry
Categories of Books
Trends and Convergence in Book Publishing
Convergence
Conglomeration
Demand for Profits and Hypercommercialism
Growth of Small Presses
Restructuring of Book Retailing
Developing Media Literacy Skills The Lessons of Harry Potter
MEDIA LITERACY CHALLENGE Literacy: Limiting Access to Books in School
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
4 Newspapers
A Short History of Newspapers
The Earliest Newspapers
The Modern Newspaper Emerges
Newspapers and Their Audiences
Scope and Structure of the Newspaper Industry
National Daily Newspapers
Large Metropolitan Dailies
Suburban and Small-Town Dailies
Weeklies and Semiweeklies
The Ethnic Press
The Alternative Press
The Newspaper as an Advertising Medium
The News and Feature Services
Trends and Convergence in Newspaper Publishing
Loss of Competition
Conglomeration: Hypercommercialism, Erosion of the Firewall, and Loss of Mission
Convergence with the Internet
USING MEDIA TO MAKE A DIFFERENCE Nonprofit Newsrooms Fill the Void in Journalism
Smartphones, Tablets, and e-Readers
CULTURAL FORUM Attracting Readers with Click Bait
A Changing Readership
DEVELOPING MEDIA LITERACY SKILLS Interpreting Relative Placement of Stories
MEDIA LITERACY CHALLENGE Reading the Newspaper: Hard Copy vs. Online vs. Mobile
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
5 Magazines
A Short History of Magazines
The Early Magazine Industry
The Mass Circulation Era
CULTURAL FORUM Magazines and #MeToo
The Era of Specialization
Magazines and Their Audiences
Scope and Structure of the Magazine Industry
Categories of Consumer Magazines
Magazine Advertising
USING MEDIA TO MAKE A DIFFERENCE No Ads? No Problem: Consumer Reports
Types of Circulation
Measuring Circulation
Trends and Convergence in Magazine Publishing
Online Magazines
Smartphones, Tablets, and e-Readers
Custom Magazines
Meeting the Competition
Advertiser Influence over Magazine Content
DEVELOPING MEDIA LITERACY SKILLS Recognizing the Power of Graphics
MEDIA LITERACY CHALLENGE Identifying Digital Alteration
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
6 Film
A Short History of the Movies
The Early Entrepreneurs
The Coming of Narrative
The Big Studios
USING MEDIA TO MAKE A DIFFERENCE African American Response to D. W. Griffith: The Lincoln and Micheaux Film Companies
Change Comes to Hollywood
Movies and Their Audiences
Scope and Nature of the Film Industry
Three Component Systems
CULTURAL FORUM Will We Continue to Go to the Movies?
The Studios
Trends and Convergence in Moviemaking
Conglomeration and the Blockbuster Mentality
Convergence Reshapes the Movie Business
Smartphones, Tablets, and Social Networking Sites
DEVELOPING MEDIA LITERACY SKILLS Recognizing Product Placements
MEDIA LITERACY CHALLENGE Product Placement in Movies
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
7 Radio, Recording, and Popular Music
A Short History of Radio and Sound Recording
Early Radio
Early Sound Recording
The Coming of Broadcasting
The Coming of Regulation
Advertising and the Networks
The Golden Age
Radio and Its Audiences
Scope and Nature of the Radio Industry
FM, AM, and Noncommercial Radio
Radio Is Local
Radio Is Fragmented
Radio Is Specialized
Radio Is Personal
Radio Is Mobile
The Business of Radio
Radio as an Advertising Medium
Deregulation and Ownership
Scope and Nature of the Recording Industry
USING MEDIA TO MAKE A DIFFERENCE Rock ’n’ Roll, Radio, and Race Relations
The Major Recording Companies
Trends and Convergence in Radio and Sound Recording
The Impact of Television
Satellite and Cable
Terrestrial Digital Radio
Web Radio and Podcasting
Smartphones, Tablets, and Social Networking Sites
The Convergence of the Internet and the Recording Industry
Streaming and Downloading
CULTURAL FORUM Streaming Saved the Music Industry, But What Did It Do to the Music?
DEVELOPING MEDIA LITERACY SKILLS You Are What You Listen To
MEDIA LITERACY CHALLENGE Finding New Music
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
8 Television, Cable, and Mobile Video
A Short History of Television
Mechanical and Electronic Scanning
The 1950s
The Coming of Cable
Television and Its Audiences
USING MEDIA TO MAKE A DIFFERENCE The Creation of Sesame Street
Scope and Nature of the Broadcast Television Industry
The Networks and Program Content
How a Program Reaches the Screen, Traditionally and Otherwise
Cable and Satellite Television
Programming
CULTURAL FORUM Should You Cut the Cord?
Trends and Convergence in Television and Cable
VCR
DVD
DVR
Streaming Video
Interactive Television
Phone-over-Cable
Smartphones, Tablets, and Social Networking Sites
DEVELOPING MEDIA LITERACY SKILLS Watching Satirical News
MEDIA LITERACY CHALLENGE No Video for a Week
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
9 Video Games
A Short History of Computer and Video Games
Today’s Games Emerge
Rapid-Fire Developments
Games and Their Players
What Is a Video Game?
USING MEDIA TO MAKE A DIFFERENCE Using Games for Good
Who Is Playing?
Scope and Nature of the Video-Game Industry
Trends and Convergence in the Video-Game Industry
Convergence Everywhere
Smartphones, Tablets, and Social Networking Sites
Hypercommercialism
CULTURAL FORUM Using the ESRB Ratings
DEVELOPING MEDIA LITERACY SKILLS The Treatment of Female Gamers
MEDIA LITERACY CHALLENGE Masculinity and Femininity in Game World
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
10 The Internet and Social Media
A Short History of the Internet
Development of the Computer
Military Applications
The Personal Computer
The Internet Today
The World Wide Web
Smartphones
Social Media
The Debate over Social Media’s Value
The Internet, Social Media, and Their Users
Reconceptualizing Life in an Interconnected World
The Double Edge of Technology
USING MEDIA TO MAKE A DIFFERENCE From Those on the Inside: It’s Time to Fix the Internet
Changes in the Mass Communication Process
The Internet and Freedom of Expression
Freedom of the Press for Whom?
Fake News
Pornography on the Internet
Copyright (Intellectual Property Ownership)
Privacy
Virtual Democracy
CULTURAL FORUM Is High-Speed Internet a Human Right?
DEVELOPING MEDIA LITERACY SKILLS The Internet Bill of Rights
MEDIA LITERACY CHALLENGE Internet Addiction Self-Diagnosis
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
Part 3 Strategic Communication Industries
11 Public Relations
Defining Public Relations
USING MEDIA TO MAKE A DIFFERENCE The MADD Campaign
A Short History of Public Relations
Early Public Relations
The Propaganda–Publicity Stage
Early Two-Way Communication
Advanced Two-Way Communication
Shaping the Character of Public Relations
Public Relations and Its Audiences
Scope and Structure of the Public Relations Industry
Public Relations Activities
CULTURAL FORUM Expression of a Company’s Values or “Just More PR?”
Organization of a Public Relations Operation
Trends and Convergence in Public Relations
Globalization, Concentration, and Specialization
Convergence
Smartphones, Tablets, and Social Networking Sites
Trust in Public Relations
DEVELOPING MEDIA LITERACY SKILLS Recognizing Fake Online Reviews
MEDIA LITERACY CHALLENGE Ferreting Out Fake Online Reviews
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
12 Advertising
A Short History of Advertising
Early Advertising
Industrialization and the Civil War
Magazine Advertising
The Advertising Agency and Professionalism
Advertising and Radio
World War II
Advertising and Television
USING MEDIA TO MAKE A DIFFERENCE Effecting Positive Social Change
Advertising and Its Audiences
Criticisms and Defenses of Advertising
Specific Complaints
CULTURAL FORUM Kids’ Advertising: Is Self-Regulation Enough?
Scope and Nature of the Advertising Industry
The Advertising Agency
Types of Advertising
The Regulation of Advertising
Measuring the Effectiveness of Advertising
Trends and Convergence in Advertising
New and Converging Technologies
Smartphones, Tablets, and Social Networking Sites
Increased Audience Segmentation
Psychographics
Globalization
DEVELOPING MEDIA LITERACY SKILLS Interpreting Intentional Imprecision
MEDIA LITERACY CHALLENGE Finding Those Little White Lies
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
Part 4 Mass-Mediated Culture in the information age
13 Theories and Effects of Mass Communication
The Effects Debate
Micro- versus Macro-Level Effects
Administrative versus Critical Research
Transmissional versus Ritual Perspective
Defining Mass Communication Theory
A Short History of Mass Communication Theory
The Era of Mass Society Theory
The Emergence of the Limited Effects Perspective
Cultural Theory—A Return to the Idea of Powerful Effects
CULTURAL FORUM Are the News Media Really Liberal?
The Meaning-Making Perspective
The Effects of Mass Communication—Four Questions
Does Media Violence Lead to Aggression?
Do Portrayals of Drugs and Alcohol Increase Consumption?
What Is Media’s Contribution to Gender and Racial/Ethnic Stereotyping?
Do Media Have Prosocial Effects?
USING MEDIA TO MAKE A DIFFERENCE Television and the Designated Driver
DEVELOPING MEDIA LITERACY SKILLS Applying Mass Communication Theory
MEDIA LITERACY CHALLENGE Be a News Production Researcher
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
14 Media Freedom, Regulation, and Ethics
A Short History of the First Amendment
Early Sentiment for a Free Press
CULTURAL FORUM Who Decides Who Has an Online Voice?
Defining and Refining the First Amendment
Ongoing Issues of Freedom and Responsibility
Social Responsibility Theory
Media Industry Ethics
Defining Ethics
Three Levels of Ethics
Balancing Conflicting Interests
USING MEDIA TO MAKE A DIFFERENCE Should Journalists Be Activists?
Codes of Ethics and Self-Regulation
DEVELOPING MEDIA LITERACY SKILLS Judging News Using Ethical Values
MEDIA LITERACY CHALLENGE Talk to the FCC
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
15 Global Media
A Short History of Global Media
The Beginning of International Mass Media
Global Media Today
Comparing Media Systems Around the World: Comparative Analyses
CULTURAL FORUM We’re Number 44! Media Freedom Rankings around the Globe
USING MEDIA TO MAKE A DIFFERENCE The Logic of Connective Action
Programming Around the Globe
The Global Village and the Debate over Cultural Imperialism
The MacBride Report and the NWICO
The Case for the Global Village
The Case against the Global Village
DEVELOPING MEDIA LITERACY SKILLS Making the Invisible Visible: Comparative Analysis
MEDIA LITERACY CHALLENGE See the World Through Others’ News
Resources for Review and Discussion
Review Points
Key Terms
Questions for Review
Questions for Critical Thinking and Discussion
References
Glossary
Index
Stanley Baran earned his Ph.D. in communication research at the University of Massachusetts after taking his M.A. in journalism at Pennsylvania State University. He taught for 4 years at Cleveland State University, eventually moving to the University of Texas. He led the Department of Radio-TV-Film’s graduate program for 6 of his 9 years in Austin and won numerous teaching awards there, including the AMOCO Teaching Excellence Award as the best instructor on that 40,000-student campus, the College of Communication’s Teaching Excellence Award as that college’s outstanding professor, and Utmost Magazine’s Student Poll for best instructor. Dr. Baran moved to San Jose State University in 1987 and served 9 years as chair of the Department of Television, Radio, Film, and Theatre. At SJSU he was named President’s Scholar as the University’s outstanding researcher. Now, he teaches at Bryant University, where he is the founding chair of that school’s Communication Department. Among his other experiences shaping this book are service as a Fulbright Scholar and his many years of professional activity in audience research, writing for radio, and producing for television. Dr. Baran has published 10 books and scores of scholarly articles and sits or has sat on the editorial boards of six journals. His work has been translated into half-a-dozen languages. He is a skilled boater and a tenor saxophonist for the Wakefield, Rhode Island, Concert Band. He is married to Susan Baran and has two very cool children, Matt and Jordan, who grew up much faster than he wanted.
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