Embed Size (px)
Citation preview
vi
Brief ContentsPREFACE xxviiABOUT THE AUTHORS xxxii
Part 1 The Changing Media Landscape
1 Mass Communication and Its Digital Transformation 3 2 Media Literacy in the Digital Age 37
Part 2 Mass-Communication Formats
3 Print Media: Books, Newspapers, and Magazines 61 4 Audio Media: Music Recordings, Radio 93 5 Visual Media: Photography, Movies, and Television 123 6 Interactive Media: The Internet, Video Games, and Augmented Reality 159
Part 3 Media Perspectives
7 The Impact of Social Media 187 8 Journalism: From Information to Participation 219 9 Advertising and Public Relations: The Power of Persuasion 251
Part 4 Media and Society
10 Media Ethics 285 11 Communication Law and Regulation in the Digital Age 311 12 Media Theory and Research: From Writing to Text Messaging 343 13 Mass Communication and Politics in the Digital Age 371 14 Global Media in the Digital Age 393
GLOSSARY G-1NOTES N-1CREDITS C-1INDEX I-1
PAVLIK4E_FM.indd 6 12/16/13 1:31 PM
vii
ContentsPREFACE XXVIIABOUT THE AUTHORS XXXII
PART 1 THE CHANGING MEDIA LANDSCAPE
1 Mass Communication and Its Digital Transformation 3
telephony: Case Study in Convergence 4
three types of Convergence 8technological convergence 8economic convergence 9cultural convergence 11
Implications of Convergence 13Media organization changes 13Media type changes 14Media content changes 15Media use changes 16Media distribution changes 17Media Audience changes 18Media Profession changes 20Attitude and Value changes 21
Mass Communication in the Digital age 23Interpersonal communication 23Mass communication 24Mass communication and convergence 25
Functions of Mass Communication 26
surveillance 26correlation 27cultural transmission 27entertainment 27
theories of Communication 28transmission Models 28critical Theory and cultural studies 30
television: the Future of Convergence 31Looking Back and Moving Forward 33discussion Questions 34Further reading 34
Features Media Quiz: the nature of “intermass”
communication 5 Media Pioneers: steve Jobs 10
International Perspectives: crying in a BMw 12 Convergence Culture: user-generated content:
creativity or Piracy? 19 Ethics in Media: interactively Mapping gun
owners 22
2 Media Literacy in the Digital Age 37
Education and Media 38
What Is Media Literacy? 38
What Makes Mediated Communication Different? 40
semiotics 40Framing 42
Early Concerns of Media Effects 44
Media Grammar 44
PAVLIK4E_FM.indd 7 12/16/13 1:31 PM
viiiwww.oup.com/us/pavlik
contents
Print Media 45radio and recorded Music 46Film and television 46digital-Media Grammar 47
Implications of Commercial Media 48commercial-Media debate 49concentration of Media ownership 51
Media Bias 52
Developing Critical Media-Literacy Skills 55Looking Back and Moving Forward 57
discussion Questions 58Further reading 59
Features Media Quiz: testing Your Media Literacy 39
International Perspectives: Mobile telephony in the developing world 50
Ethics in Media: when SNL Parody gets taken seriously 54
Convergence Culture: dos and don’ts when evaluating online information 56
PART 2 MASS-COMMUNICATION FORMATS
3 Print Media: Books, Newspapers, and Magazines 61
Functions of Print Media 62transmission of culture 62diffusion of Ideas and Knowledge 62entertainment 63
Distinctive Functions of Books 64
History of Books to today 64Monastic scribes 65Johannes Gutenberg 65Beginnings of Mass communication and
Mass Literacy 66cheaper and smaller Books 66
dime novels 66Mass-Market Paperbacks 67Print-on-demand 67digital Books 68
Current Book-Industry Issues 69
Sales and readership of Books 70
Outlook for Books 71
Distinctive Functions of Newspapers 73Local Newspapers 73National Newspapers 74
History of Newspapers to today 75The commercial Press and
the Partisan Press 75
colonial readership and Finances 75The Golden Age of Newspapers 76
Current Newspaper-Industry Issues 78Newspaper chains 78
Benefits of chains 79Problems with chains 79
Leading Newspaper chains 79declining Number of daily Newspapers 79
Sales and readership of Newspapers 82circulation and readership 82Advertising 83
Outlook for Newspapers 84
Distinctive Functions of Magazines 84
History of Magazines to today 85
Current Magazine Industry Issues 86
Sales and readership of Magazines 87
Outlook for Magazines 89Looking Back and Moving Forward 90discussion Questions 90Further reading 91
Features Media Quiz: Print Media 63
International Perspectives: global ebook Marketplace 68
PAVLIK4E_FM.indd 8 12/16/13 1:31 PM
ixcontents
Media Pioneers: emilie Jacobi 72Timeline: history (and Pre-history) of
newspapers 76
Convergence Culture: Freesheets: riding the rails of newspapers’ Future? 83
4 Audio Media: Music Recordings, Radio 93
the recording Industry 94
Distinctive Functions of the recording Industry 94
History of recorded Music 95From tin Pan Alley to hollywood 96roots of rock and roll 97redefining rock 98
the recorded-Music Industry today 98
recording-Industry Business Model 103creation 103Promotion 103distribution 103Pricing structure 104
Outlook for the recording Industry 104digital rights Management and Illegal
File sharing 104New Business Models emerging 105
What Is Broadcasting? 106
radio 107
Distinctive Functions of radio 107
History of radio 109wireless telegraphy 109exploring radio’s early Potential 109Voice transmission 109radio Before, during, and After wwI 110
widespread Public Adoption of radio 111FM radio, edwin howard Armstrong, and
david sarnoff 111creating a Viable Business Model for radio 112The rise of radio Networks 113consolidation in radio station ownership 113
the radio Industry today 115
radio Station Programming 115
Outlook for the radio Industry 117Podcasting 117satellite radio 118Looking Back and Moving Forward 119discussion Questions 120Further reading 120Media Quiz answers 121
Features Media Quiz: the revolution will not Be televised;
it will Be Mashed up 95 Media Pioneers: amanda Palmer and the grand
theft orchestra 102 Ethics in Media: Prank calls . . . on the radio 108
Timeline: Milestones in early radio technology development 110
Convergence Culture: nPr and Pri: america’s Public radio networks 112
International Perspectives: trusting in the Power of the airwaves 118
5 Visual Media: Photography, Movies, and Television 123
Photography 124history of Photography 124Photographic Industry today 125
Movies 127
History of the Movie Industry 128silent era: New Medium, New technologies,
New storytelling 128Méliès and griffith 128Murnau, Flaherty, and eisenstein 129
PAVLIK4E_FM.indd 9 12/16/13 1:31 PM
xwww.oup.com/us/pavlik
contents
sound and color 129hollywood Movie Moguls 131
warner Brothers 131walt disney 131samuel goldwyn 132Marcus Loew 132Louis B. Mayer 132hollywood star system 132
The director as Auteur 133technological Influences on Movie Genres 134other entertainment sources for Movies 135dVds and streaming 135
Movie Industry today 136
Marketing and Distribution for Movies 139
Movie-Industry Business Model 140
Outlook for the Movie Industry 141
television 142
History of television 143seeing the Light: The First television systems 143Modern television takes shape 144Programming and Genre Influences 144
Pushing the Programming envelope 145cable comes of age 145Filling the days 146Filling the nights 146sports 147reality shows 148
digital television: Preparing the way for convergence 150
The rise of Flat-Panel displays 150
television Distribution 151Broadcast tV 151cable tV 151satellite tV 151
television Industry today 152cable system structure 153satellite vs. cable 153
television-Industry Business Model 153
Outlook for the television Industry 155Looking Back and Moving Forward 155discussion Questions 156Further reading 157Media Quiz answers 157
Features Media Quiz: eye-Q test 125
Timeline: development of Photography 126 Ethics in Media: the Photojournalist’s dilemma:
trauma and the Photojournalist 126Timeline: selected Milestones in early Motion
Pictures 130 Media Pioneers: kathleen kennedy,
Producer 138 Convergence Culture: 3-d Movies: what will Be
the impact? 142
6 Interactive Media: The Internet, Video Games, and Augmented Reality 159
Interactivity Defined 160
Interactive Media vs. Mass Media 161
Historical Development of User Interfaces 163television Interfaces 163Intuitive Interfaces 164
keyboards 164computer Mouse 165touch screens 165natural input Methods 165
Graphical user Interfaces 165
Historical Development of the Internet and the World Wide Web 166Internet Protocol 167world wide web 168Graphical web Browsers 168Broadband 169distribution dynamics 169
Video Games 171
Historical Development of Video Games 171
PAVLIK4E_FM.indd 10 12/16/13 1:31 PM
xicontents
types of Video Games 175
Video-Game Industry 177
trends in Video Games 179
Gamification 180
augmented reality 181
Ethics of Interactive Media 182Looking Back and Moving Forward 183discussion Questions 184Further reading 184
Features Media Quiz: engaging with interactive
Media 161 International Perspectives: the internet
of Babel 162Timeline: Milestones in the development
of the internet 166Timeline: development of video games 172
Media Pioneers: super Mario 174 Convergence Culture: is Playing video games Bad
for You? 178
PART 3 MEDIA PERSPECTIVES
7 The Impact of Social Media 187
Defining Social Media 188dialogic commmunication 189Participatory Production 191
What Is “Social” about Social Media? 193choice 193conversation 193curation 194creation 195collaboration 195
types of Social Media 196email 197discussion Boards and web Forums 198chat rooms 199Blogs and Microblogs 199wikis 201social-Networking sites 203
Producers and Produsers 206reputation, ratings, and trust 208
Privacy 209transparency 210
Social Media: the Good, the Bad, and the Ugly 211Are social Media Making us Less social? 211Are social Media Making us dumber? 213Looking Back and Moving Forward 214discussion Questions 215Further reading 216
Features Media Quiz: how connected are You? 189
International Perspectives: new kid on the social network Block 197
Media Pioneers: Jack dorsey 202 Convergence Culture: are we really separated by
six degrees? 206 Ethics in Media: cyberbullying: new twists on an
old Problem 212
8 Journalism: From Information to Participation 219
What Is News? 220the Historical Development of Journalism 222
News Values and the Associated Press 223Pulitzer and hearst: The circulation wars,
sensationalism, and standards 225
PAVLIK4E_FM.indd 11 12/16/13 1:31 PM
xiiwww.oup.com/us/pavlik
contents
Joseph Pulitzer 225william randolph hearst 226
The rise of electronic Journalism 226Murrow and news in tv’s golden age 227changes in television news 227
Foundations of Journalism 228The hutchins commission and A Free and Responsible
Press 228separation of editorial and Business
operations 229Fairness and Balance in News coverage 229Framing the News 230expert sources 231
From Event to Public Eye: How News Is Created 231Gathering the News 232Producing the News 232distributing the News 234
types of Journalism 235Alternative Journalism 236Public Journalism 236citizen Journalism 237An International Perspective 239
Journalism in the Digital World 239Nontraditional sources 241online user habits 242Personalization 242contextualization 243convergence 244
the Business of Journalism 244salaries 245diversity in the Newsroom 246
Careers in Journalism 246Looking Back and Moving Forward 247discussion Questions 247Further reading 248Media Quiz answers 249
Features Media Quiz: a nose for news 221 Media Pioneers: Mary ann shadd cary and
the role of Minority newspapers 224 International Perspectives: covering islam 230 Convergence Culture: Platypus Journalism: the
Future, or evolutionary dead end? 233 Ethics in Media: do the ends Justify the
Means? 243
9 Advertising and Public Relations: The Power of Persuasion 251
Strategic Communications 253Persuasive communications 254The role of Media in Persuasion 255
advertising 256The historical development of Advertising 256
advertising agencies 258commercial television 258internet 260
The rise of Branding 260selling Products, selling Ideas 262Advertising channels 263
Print Media 263electronic Media 264outdoor 265direct Mail 265
Advertising in a digital world 266cookies 266email Marketing 266Banner ads 266Pop-ups and video 267classifieds and auction sites 267search-engine ads 267Mobile Media 268Behavioral advertising 268viral Marketing 268
The Advertising Business 268Advertising Agencies 269
Public relations 272The historical development of Public
relations 272
PAVLIK4E_FM.indd 12 12/16/13 1:31 PM
xiiicontents
trends in the development of Public relations 275Pr and Media relations 276
Pseudo-events 276distributing news to the Media in the digital age 276Finding sources online 277
Pr Firms and the Pr Industry 277
Changing trends in advertising and Pr 278Looking Back and Moving Forward 281discussion Questions 282Further reading 282
Media Quiz answers 283
Features Media Quiz: the dynamics of Persuasion 253 Media Pioneers: Madam c.J. walker 257
Convergence Culture: Me 2.0: the guide to Branding Yourself 262
International Perspectives: global advertising 270 Media Pioneers: daniel J. edelman 274
Ethics in Media: Fooling Most of the People Most of the time . . . digitally 279
PART 4 MEDIA AND SOCIETY
10 Media Ethics 285
Ethics, Morals, and Laws 286
Major Systems of Ethical reasoning 286character, or Virtue ethics 287
the golden rule 288the golden Mean 288virtue ethics in action 288
duties 289the categorical imperative 289discourse ethics 289duties-based ethics in action 290
consequences 291utilitarianism 291social Justice 291consequence-based ethics in action 292
relationships, or dialogical ethics 292ethics of care 294dialogical ethics in action 294
Moral relativism 295
Issues in Ethical Decision Making 295
the role of Commercialism in Media Ethics 297Media types Influencing content 298
Ethics in Journalism 299Privacy rights Versus the Public’s right to Know 299
Going undercover 300Victimizing the Victims 301society of Professional Journalists code
of ethics 302
Ethical Issues in advertising 302deceptive Advertising 303Puffery 303conflicts of Interest in Advertising 303Advertising codes of ethics 305
Ethics in Public relations 305conflicts of Interest in Pr 305Public relations codes of ethics 306
Ethics in Entertainment 307stereotypes in entertainment 307sex and Violence 307Looking Back and Moving Forward 308discussion Questions 309Further reading 309
Features Media Quiz: how Moral are You? 287
International Perspectives: Mistaken identity: one Life Lost, another ruined 293
Convergence Culture: Forbidden Fruit 304
PAVLIK4E_FM.indd 13 12/16/13 1:31 PM
xivwww.oup.com/us/pavlik
contents
11 Communication Law and Regulation in the Digital Age 311
the Legal Framework 312
the Foundations of Freedom of Expression 314National security 314
clear and Present danger 315Prior restraint 315
Libel 316new York times v. sullivan (1964) 316Protecting Journalists against Libel 317shield Laws 317
censorship 319the censorship of comics 319the hays code 320indecent content 321obscenity 322criticism, ridicule, or humor 323
the Evolution of regulating Electronic Media 323early days and the radio Act of 1912
(1911–1926) 323Increasing regulation and the Federal radio
commission (1927–1933) 324The communications Act and spectrum scarcity
(1934–1995) 324The telecommunications Act and Its effects
(1996–present) 324electronic Media regulation
Internationally 325
the Federal Communications Commission (FCC) 327universal service 328The Fcc, License renewal, and
regulatory Power 328spectrum Auction 329
regulating Commercial and Political Speech 329commercial speech 330
tobacco and alcohol advertising 330unclear regulatory Boundaries 331
Political speech 331equal-time rule 332Fairness doctrine 332
Children’s Programming Protections 332The children’s television Act 333Violent and sexual Programming:
The V-chip 333
Intellectual Property rights 334Fair use 335
Privacy 336
Legal Issues in the Digital World 336digital rights Management 337Privacy 338content rights and responsibilities 339Looking Back and Moving Forward 339discussion Questions 340Further reading 340Media Quiz answers 341
Features Media Quiz: Legal Limits 313 Media Pioneers: anthony Lewis and Legal
Journalism 318 Convergence Culture: the great network
neutrality debate 326 International Perspectives: the rise and Fall
of russian Media 327 Ethics in Media: does the Punishment Fit
the crime? 337
12 Media Theory and Research: From Writing to Text Messaging 343
the role of theory and research 344
Mass Society, Mass Communication 344
Media-Effects research 345
Propaganda and the Magic Bullet 346
PAVLIK4E_FM.indd 14 12/16/13 1:31 PM
xvcontents
Payne Fund 346radio’s wider Impact 347television and Violence 348Limited effects 349
cultivation analysis 350spiral of silence 351third-Person effect 352
criticisms of Media-effects research 352
Understanding the audience 353Audiences creating Meaning 353
uses and gratifications 353encoding/decoding 354reception analysis 354
Framing 355
Cultural Studies 356Ideology and the culture Industry 356criticisms of cultural studies 358
Sociohistorical Frameworks 358Information society 359Political economy 359Media ecology 360
Agenda setting 361
New Directions in Media research 362
Media research: What type of Science Is It? 364Quantitative research 366Qualitative research 367Qualitative and Quantitative research
working together 368Looking Back and Moving Forward 368discussion Questions 369Further reading 369
Features Media Quiz: theory and Practice 345
Convergence Culture: advertising’s Potential negative effects on women— and Men 350
Media Pioneers: danah boyd, researcher 357 International Perspectives: theories old,
theories new, theories Borrowed . . . 361 Ethics in Media: conducting online research:
Public, semipublic, or Private? 364
13 Mass Communication and Politics in the Digital Age 371
Journalism and Political Coverage 372Politicians using the News 374sound Bites and horse races 375The changing tone of television
Political coverage 375opinion Polls 376
Political advertising 377The Impact of Negative Advertising 377Negative Advertising effectiveness 379
Politics and Entertainment 380Political campaigns and entertainment 380Political debates 381
Social Media and Political Campaigns 383changes with social Media 384changing rules for Politicians 385
Social Media and Civic Engagement 386databases and Government transparency 387smart Mobs 388Looking Back and Moving Forward 390discussion Questions 390Further reading 391
Features Media Quiz: Playing Politics 373
Ethics in Media: can imagery Lead to action? 379
Convergence Culture: image is everything 382
International Perspectives: crowdsourcing election Monitoring 386
Media Pioneers: Bill adair and PolitiFact 389
PAVLIK4E_FM.indd 15 12/16/13 1:31 PM
xviwww.oup.com/us/pavlik
contents
14 Global Media in the Digital Age 393
Four theories of International Mass Communication 394Authoritarian Theory 395Libertarian Theory 396social responsibility Theory 396soviet Theory 396
the Public, the Public Sphere, and Public Opinion 398
Political and Socioeconomic Issues with Global Media 399Media in developing countries 400searching for truth: self-censorship
in china 402The digital divide 402
Global Media, Local Values 404New worlds—or cultural Imperialism? 404convergence and Its discontents 406Globalization of Media Production 408Global Media Flow 408Protecting Local Voices 409
some developing nations 409a neighbo(u)ring nation 410
Promoting Global Voices 411cybersecurity and Media 412Looking Back and Moving Forward 413discussion Questions 414Further reading 414Media Quiz answers 415
Features Media Quiz: global Media 395
Ethics in Media: J-ethinomics—teaching ethics and economics in Journalism 397
Convergence Culture: Following a natural disaster 400
Media Pioneers: steve chen, chad hurley, and Jawed karim—Youtube Founders 407
GLOSSARY G-1NOTES N-1CREDITS C-1INDEX I-1
PAVLIK4E_FM.indd 16 12/16/13 1:31 PM
xix
FeaturesConvergenCe Cultureuser-Generated content: creativity or Piracy? (chapter 1) p. 19
dos and don’ts of evaluating online Information (chapter 2) p. 56
Freesheets: riding the rails of Newspapers’ Future? (chapter 3) p. 83
NPr and PrI: America’s Public radio Networks (chapter 4) p. 112
3-d Movies: what will Be the Impact? (chapter 5) p. 142
Is Playing Video Games Bad for You? (chapter 6) p. 178
Are we really separated by six degrees? (chapter 7) p. 206
Platypus Journalism: The Future, or evolutionary dead end? (chapter 8) p. 233
Me 2.0: The Guide to Branding Yourself (chapter 9) p. 262
Forbidden Fruit (chapter 10) p. 304
The Great Network Neutrality debate (chapter 11) p. 326
Advertising’s Potential Negative effects on women—and Men (chapter 12) p. 350
Image Is everything (chapter 13) p. 382
Following a Natural disaster (chapter 14) p. 400
InternatIonal PersPeCtIvescrying in a BMw (chapter 1) p. 12
Mobile telephony in the developing world (chapter 2) p. 50
Global eBook Marketplace (chapter 3) p. 68
trusting in the Power of the Airwaves (chapter 4) p. 118
The Internet of Babel (chapter 6) p. 162
New Kid on the social Network Block (chapter 7) p. 197
covering Islam (chapter 8) p. 230
Global Advertising (chapter 9) p. 270
Mistaken Identity: one Life Lost, Another ruined (chapter 10) p. 293
The rise and Fall of russian Media (chapter 11) p. 327
Theories old, Theories New, Theories Borrowed . . . (chapter 12) p. 361
crowdsourcing election Monitoring (chapter 13) p. 386
ethICs In MedIaInteractively Mapping Gun owners (chapter 1) p. 22
when SNL Parody Gets taken seriously (chapter 2) p. 54
Prank calls . . . on the radio (chapter 4) p. 108
The Photojournalist’s dilemma: trauma and the Photojournalist (chapter 5) p. 126
PAVLIK4E_FM.indd 19 12/16/13 1:31 PM
xxwww.oup.com/us/pavlik
Features
cyberbullying: New twists on an old Problem (chapter 7) p. 212
do the ends Justify the Means? (chapter 8) p. 243
Fooling Most of the People Most of the time . . . digitally (chapter 9) p. 279
does the Punishment Fit the crime? (chapter 11) p. 337
conducting online research: Public, semipublic, or Private? (chapter 12) p. 364
can Imagery Lead to Action? (chapter 13) p. 379
J-ethinomics—teaching ethics and economics in Journalism (chapter 14) p. 397
MedIa PIoneerssteve Jobs (chapter 1) p. 10
emilie Jacobi (chapter 3) p. 72
Amanda Palmer and the Grand Theft orchestra (chapter 4) p. 102
Kathleen Kennedy, Producer (chapter 5) p. 138
super Mario (chapter 6) p. 174
Jack dorsey (chapter 7) p. 202
Mary Ann shadd cary and the role of Minority Newspapers (chapter 8) p. 224
Madam c.J. walker (chapter 9) p. 257
daniel J. edelman (chapter 9) p. 274
Anthony Lewis and Legal Journalism (chapter 11) p. 318
danah boyd, researcher (chapter 12) p. 357
Bill Adair and PolitiFact (chapter 13) p. 389
steve chen, chad hurley, Jawed Karim—Youtube Founders (chapter 14) p. 407
tIMelIneshistory (and Pre-history) of Newspapers (chapter 3) p. 24
Milestones in early radio-technology development (chapter 4) p. 110
development of Photography (chapter 5) p. 126
selected Milestones in early Motion Pictures (chapter 5) p. 130
Milestones in the development of the Internet (chapter 6) p. 166
Milestones in the development of Video Games (chapter 6) p. 172
tablestable 1-1: traditional Theories or Models of Analog Media p. 24
table 2-1: reframing Political Issues for conservatives p. 43
table 2-2: reframing Political Issues for Liberals p. 43
table 3-1: top ten u.s. Paid-circulation Magazines p. 88
table 4-1: The Major record Labels and Their Main subsidiary Labels and Artists p. 100
table 4-2: top u.s. radio Groups p. 114
PAVLIK4E_FM.indd 20 12/16/13 1:31 PM
