People make media, media takes up two-thirds of our waking hours, media impacts our lives; it is critical to understand how the media work and why, to grasp the global nature of communication, and to assess media messages to attain media literacy. The Media of Mass Communication, 11e teaches students to understand how the media work and why.
The material engages students as both consumers and creators of mass media. Students explore the latest media economic, technological, cultural and political shifts all in historical context. They engage with the coverage of ongoing transformations in mass media as analysts, examining the various ways in which media impacts the world as they hone their media literacy skills. Praised for its dynamic writing style, The Media of Mass Communication, 11e helps students see why the media are in such a tumultuous transition and provides tools for understanding the reshaping of the entire media industry.
- Personalize Learning–MyCommunicationLab for Mass Communication delivers proven results in helping students succeed, provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals. With tools such as MediaShare (our video upload and commenting tool), MyOutline, and self-assessments in MyPersonalityProfile, MyCommunicationLab works with students and instructors to personalize the learning experience and make it more effective.
- Improve Skill Development and Application– Pedagogical tools including Study Preview; Chapter Wrap-Up, Review Questions; lists of key concepts, terms and people; and Media Sources help students understand central concepts and prepare for the course. Additional activities on MyCommunicationLab.com emphasize skill-building and applications.
- Engage Students– Introductory vignettes at the beginning of each chapter provide evocative stories that illustrate important issues about the mass media and provide colorful descriptions about people who contributed significantly to the mass media. “Media People” boxes profile key figures in media industries. New “Media Counterpoints” boxes explore two sides of an issue, presenting the key arguments on controversial topics and providing critical thinking questions designed to help students determine their own positions on each issue.
- Explore Examples of contemporary communication– New “Media Tomorrow” boxesaddress the impact of new technologies on media as well as the public’s changing media consumption patterns. Topics range from eyetracking tablet users’ media access to the growth of digital publications and governmental online access policies.
- Emphasize Learning Outcomes–“Media Timelines” cast key development in the mass media in a graphic chronology and place media milestones in the larger social context. To help students establish a greater framework for understanding how issues such as culture, democracy, economy, and audience fragmentation in the media, interact with each media industry differently and relate to media literacy, each chapter concludes with a highly visual “Thematic Summary.”
- Understand Theory and Research — Students also can access Pearson’s MySearchLab where they can get extensive help on the research process as well as access four databases of credible and reliable source material (for details, please see www.mysearchlab.com ). MySearchLab also contains an AutoCite feature that assists students in the creation of a Works Cited document (using APA, MLA, or Chicago formats), as well as Pearson’s SourceCheck, which encourages students to accurately document and cite their sources.
- Support Instructors– A strong supplements package along with activities and assessments in MyCommunicationLab for Mass Communication. ClassPrep, located within MyCommunicationLab, contains videos, lectures, classroom activities, audio clips, and more.
CHAPTER ONE: MASS MEDIA LITERACY
Media Ubiquity
Mediated Communication
Literacy for Media Consumers
Assessing Media Messages
Purposeful Mass Communication
Media and Society
CHAPTER TWO: MEDIA TECHNOLOGY
Media Technology
Printing Technology
Chemistry Technology
Electrical Technology
Current Technologies
Digital Integration
Technology and Mass Communication
CHAPTER THREE: MEDIA ECONOMICS
Financial Foundations
Ownership Structures
Alternative Media Ownership
Government Role
New Media Funding
Media Economic Patterns
CHAPTER FOUR: INK ON PAPER
Print Media Industries
Newspaper Industry
Leading Newspapers
Magazine Industry
Reinventing Magazines
Book Industry
Book Genres
Book Industry Prospects
Post-Print Culture
CHAPTER FIVE: SOUND MEDIA
Long-Term Symbiosis
Recording Industry
Radio Industry
Characteristic of U.S. Radio
Influence of Radio
Radio Industry Directions
CHAPTER SIX: MOTION MEDIA
Movie-Television Meld
Movie Industry
Television Industry Structure
Movie Industry Structure
Motion Media Products
Platform Flux
CHAPTER SEVEN: NEW MEDIA LANDSCAPE
Jobs’ Historical Model
Portals
Search Engines
Messaging
User-Generated Sites
Online Commerce
Online Domination
Games
Archives
CHAPTER EIGHT: NEWS
Concept of News
Bennett News Model
Hutchins News Model
Rethinking News Models
Personal Values in News
Variables Affecting News
Quality of News
Journalism Trends
CHAPTER NINE: ENTERTAINMENT
Entertainment in History
Mediated Performance
Storytelling
Music
Sports as Media Entertainment
Sex as Media Content
Gaming as Media Content
Artistic Values
CHAPTER TEN: PUBLIC RELATIONS
Public Relations Scope
Public Relations in Context
Roots of Public Relations
Public Relations as Strategy
Public Relations Tactics
Professionalization
CHAPTER ELEVEN: ADVERTISING
Importance of Advertising
Origins of Advertising
Advertising Agencies
Placing Advertisements
Brand Strategies
Advertising Tactics
Contemporary Advertising Techniques
CHAPTER TWELVE: MASS AUDIENCES
Discovering Mass Audiences
Audience Measurement Principles
Measuring Audience Size
Audience Measurement Techniques
Measuring Audience Reaction
Audience Analysis
CHAPTER THIRTEEN: MASS MEDIA EFFECTS
Effects Theories
Lifestyle Effects
Attitude Effects
Cultural Effects
Behavioral Effects
Media-Depicted Violence
CHAPTER FOURTEEN: GOVERNANCE AND MASS MEDIA
Media Role in Governance
Media Effects on Governance
Government Manipulation of Media
Political Campaigns
Media and Campaign Finance
CHAPTER FIFTEEN: MASS MEDIA GLOBALIZATION
Mass Media and the Nation States
War as a Libertarian Test
Online Global Reform
Trans-Border Soft Diplomacy
Arab Media Systems
China Model
CHAPTER SIXTEEN: MEDIA LAW
Intellectual Property
Free Expression
Broadening Protection
Defamation
Indecency
CHAPTER SEVENTEEN: ETHICS
The Difficulty of Ethics
Media Ethics
Moral Principles
Process versus Outcome
Potter’s Box
Ethics, Law and Practicality
Unsettling Media Issues
1. The impact of internet-based media and new delivery devices. The changing media landscape is reflected in every chapter, showing the ongoing and accelerating transition of virtually all mass communication online. The expansion of options for consuming media (smartphones and tablet devices, especially) is also taken into consideration throughout this new edition. (ex. pp. 179-182)
2. Greater emphasis on world events and the globalization of mass media. This edition demonstrates how mass media are at the heart of so much that is happening in the world today. Throughout the text you will see how world events are tied into the mass media. A sampling of examples includes: and internet cafe in Yangzhou Zity, street protests in Azadi Square, the Thor Data Center outside of Reykjavik, the Stryker Brigade leaving Iraq, the Arab Spring in Tahrir Square, and Blog del Narco in Mexico. (ex. p. 350)
3. New and Updated Features. In the Eleventh Edition, chapter features have a new parallelism. Every chapter carries new Media Counterpoints (ex. p. 278) that pose contentious issues, offer leading arguments, and ask questions to help you frame your own position; a Media People (ex. p. 272) feature focusing on someone pivotal in our understanding of mass media; as well as a Media Timeline (ex. pp. 266-267), designed to help you place media developments in a context of social, political and cultural history. Finally, new Media Tomorrow (ex. p. 276) features look at where media are headed, usually through technology still in development.
4. Fresh, current examples. Fresh examples through the text are used to illustrate enduring points as well as capture new uses of the media to bring about social change, such as Dan Savage’s It Gets Better video project. (ex. p. 19)
5. Fully updated visual program. This edition offers dozens of powerful photos, sized and cropped for impact in the tradition of the best photojournalism. Captions underscore the key takeaways for each image, allowing you to appreciate the full force of the image. (ex. p. 95)
Beginning with the facts (the people and the history), the book explores the messages (media), introduces the many influences (effects) including global and technological, and teaches students how to critically assess them all to attain media literacy. Updated features include:
New! Media Counterpoints: Each Media Counterpoints feature poses a contentious issue, offers leading arguments to help you understand the controversy being explored, and provides questions to help readers determine their own positions on the topic. (ex. p. 71)
New! Media Tomorrow: These features look at where media are headed, usually with an emphasis on developing technology. Questions invite you to build on your new understanding. In some cases you are encouraged to dig into media to find your own examples to articulate your learning. (ex. p. 77)
Media People features focus on individuals pivotal in our understanding of mass media. (ex. p. 63)
A Media Timeline casts key developments in the mass media in a graphic chronology and is designed to help you place media developments in a context of social, political and cultural history. You will find the timelines useful in drawing connections between what you are learning about the mass media and what you already know. (ex. pp. 68-69)
Introductory vignettes begin each chapter and provide evocative stories that illustrate important issues about the mass media and the people who create it. (ex. pp. 56-57)
“Thematic Chapter Summary” spreads offer a unifying perspective, helping students to establish a greater framework for understanding how technology, culture, democracy, economy, and audience fragmentation in the media, interact with each media industry differently and relate to media literacy. (ex. pp. 82-83)
“Applying Your Media Literacy” questions now close each major section within a chapter and ask students to apply critical thinking strategies to what they’ve just learned. (ex. p. 113)
Chapter Insights focus on the key points students will learn in each chapter. (ex. p. 84)
Learning tools and enhanced pedagogy—including Study Preview; marginal glossary; Chapter Wrap-Up, Critical Thinking Questions; Media Vocabulary lists; and Media Sources-help students understand central concepts.