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Exploring Mass Media for A Changing World - Ray A Hiebert

Exploring Mass Media for A Changing World

Paperback Published: 12th August 1999
ISBN: 9780805829167
Number Of Pages: 376

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Beautifully written and class tested, "Exploring Mass Media for a Changing World" provides a comprehensive but modestly priced text around which instructors can develop a customized teaching package. Written for introductory courses, it covers essential information students need in order to understand the media, the mass communication process, and the role of media in society. It summarizes basic, generally agreed-upon principles, theories, significant historical events, and essential facts, but does so in a tightly written, readable style. Taken together, this information can be thought of as a minimum repertoire that all citizens of the "information age" need in order to become literate consumers and users of mass communication.
Features include:
*Historical Framework--For ease of comprehension, media processes and individual media are placed in historical context to show their technological evolution and the effects of those changes on society.
*Organization--The first seven chapters deal with the evolution of communication theories and processes common to all media. The next five deal with specific media in the chronological order in which they became mass media. Chapters 13 and 14 introduce two non-media institutions (advertising and public relations) whose exploration is essential in order to understand how mass media functions in our society. Finally, chapter 15 returns to the theme of technological evolution and its effects on society with an in-depth discussion of the internet.
*Flexibility--Because it is concise, affordable, and comprehensive, it can be used either as a stand-alone text in mass media courses or as part of an instructional package in courses where mass communication is one of several major units.
*Themes--The following themes are introduced early and carried throughout: (a) the evolution of media technology and its effects on society, (b) the global and culture-bound characteristics of mass media, and (c) the need for media literacy in the 21st century.
*Supplements--An accompanying instructor's manual begins with a chapter-length essay on teaching the mass media course then offers the following items for each chapter: topical outline and key vocabulary; key ideas to be emphasized and pitfalls to be avoided; discussion questions; objective and essay test items; and both print and nonprint resources for further study.

Prefacep. xix
Development of Mass Media and Social Changep. 1
The Age of Mass Communicationp. 3
Media Developments Through Historyp. 5
The Example of Communication in China and the Orientp. 19
The Long View of History Proves Media's Powerp. 20
Process and Functionsp. 22
Definitionsp. 23
Mass Mediap. 24
Mass Media Continuump. 25
Mass Communication Processp. 27
Functions of Mass Mediap. 36
Political Systems: Nations and Culturesp. 42
What Accounts for Media System Differences?p. 43
The Media Systems Paradigmp. 43
The Classic Four Systems of the Pressp. 45
Four Theories' Criticism and Alternativesp. 48
The Freedom Versus Control Continuump. 49
New Global Realitiesp. 50
The New Libertarian Realityp. 52
The New Social Responsibility Realityp. 53
The New Communist Realityp. 53
New Realities in the Authoritarian Developing Worldp. 54
One Global Media System?p. 54
Media Subsystemsp. 55
A Comprehensive Mass Communication Modelp. 55
Economic Realities: Ownership and Controlp. 59
Changing Ownership Patterns: Types of Entrepreneurshipp. 60
Types of Media Firmsp. 64
Global Media Conglomeratesp. 72
Government Regulation of Ownershipp. 73
Concerns About Media Consolidationp. 76
Looking Aheadp. 80
Legal Concerns: Rights and Responsibilitiesp. 82
The First Amendmentp. 82
Public Rights in Conflictp. 83
Limitations on Governmentp. 89
Where Government Has Authorityp. 93
Freedom Versus Responsibilityp. 98
What Are Media's Responsibilities?p. 99
Ethical and Moral Considerationsp. 100
Codes of Professional Conductp. 101
Rights of Owners and Employeesp. 102
Audiences: Use of Mass Mediap. 104
Mass Media's Audiencep. 104
Television and the Audience of Childrenp. 106
Measuring Media Audiencesp. 108
Predicting Audience Behaviorp. 109
The Mass Audiencep. 110
Audience Diversificationp. 111
Demographic Distinctionsp. 113
Communicator Encoding-Audience Decodingp. 116
Audience-Communicator Relationshipsp. 116
Audiences of Newsp. 119
Audiences for Specialized and New Mediap. 119
Audience Attitudes Toward Mass Mediap. 120
Impact: Effects of Mass Mediap. 124
Research Difficultiesp. 125
Massive Effectsp. 125
Normative Effectsp. 127
Observable and Demonstrable Effectsp. 128
Limited Effectsp. 132
Critical and Powerful Effectsp. 135
Factors That Influence the Effectiveness of Mass Mediap. 138
Conclusionp. 139
Newspapersp. 141
Defining Newspapersp. 142
Development of Newspapersp. 143
Twentieth-Century Newspapersp. 153
Current Issuesp. 156
Nondaily Community Newspapersp. 159
Content and Relationship With Readersp. 161
Looking Aheadp. 162
Books, Magazines, and Newslettersp. 166
Booksp. 166
Magazinesp. 173
Newslettersp. 182
Motion Picturesp. 187
First Yearsp. 188
Silent Era: 1896-1926p. 188
Talkies Arrive: 1926-1930p. 192
Golden Age: 1930-1946p. 193
Decline: 1946-1969p. 195
Refocusing: 1970-Presentp. 198
Current Issuesp. 199
Looking Aheadp. 204
Radio and Sound Recordingsp. 206
Radiop. 207
Sound Recordingp. 219
Televisionp. 230
TV's Early Days: 1925-1945p. 232
Becoming a Mass Medium: 1945-1952p. 233
Television's Golden Age: 1952-1960p. 235
TV Comes of Age: 1960-1976p. 238
New Alternatives Emerge: 1976-1984p. 241
Critical Issues Intensify: 1984-1999p. 245
Remedial Effortsp. 252
The Business of Televisionp. 254
Looking Aheadp. 256
Advertisingp. 261
Advertising and Mass Mediap. 262
Advertising's Originsp. 263
Types of Advertisingp. 264
Advertising Techniquesp. 269
Advertising's Place and Role in Different Mediap. 271
The Business of Advertisingp. 275
Regulation of Advertisingp. 276
Critical Issuesp. 278
In Defense of Advertisingp. 280
Looking Aheadp. 281
Public Relations, Public Opinion, and Mass Mediap. 284
The Scope of Public Relations Todayp. 285
Defining Public Relationsp. 285
Public Relations, Democracy, and Public Opinionp. 287
Types of Public Opinion and Publicsp. 288
Courting Public Opinionp. 289
Public Relations in American History: A Critical Rolep. 290
The Rise of Public Relations in the Twentieth Centuryp. 291
Publicity, Advertising, and Credibilityp. 292
The Process of Public Relationsp. 293
Difficult Relations in an Age of Mass Mediap. 297
Attitudes Toward Public Relationsp. 298
The Internet and the Future of Mass Mediap. 303
Convergence and New Mediap. 304
The Rise of the Internetp. 305
Defining the Internetp. 306
Historical Backgroundp. 307
Ownership and Controlp. 309
Rights and Responsibilitiesp. 312
New Theories and Modelsp. 314
Audiencesp. 315
Audience Uses and Internet Functionsp. 317
Effects of the Internetp. 321
New Media Versus Old Mediap. 324
Author Indexp. 329
Subject Indexp. 331
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780805829167
ISBN-10: 0805829164
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 376
Published: 12th August 1999
Country of Publication: US
Dimensions (cm): 25.4 x 17.78  x 1.91
Weight (kg): 0.66
Edition Number: 1

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