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INTRODUCTION TO

SECOND EDITION

Stanley J. Baran Bryant College

Mc Gravu

Boston Burr Ridge, IL Dubuque, IA Madison, Wl New York San Francisco St. Louis Bangkok Bogota Caracas Kuala Lumpur Lisbon London Madrid Mexico City Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto

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Preface xxi

LAYING THE GROUNDWORK 1

Mass Communication, Culture, and Mass Media

What Is Mass Communication? 4

Communication Defined 4 Mass Communication Defined 6

What Is Culture? 9

Culture as Socially Constructed Shared Meaning 10 Functions and Effects of Culture 10

Mass Communication and Culture 16

Examining Mass Communication and Culture 16 Mass Communication Opportunities and Responsibilities 19

Scope and Nature of Mass Media 21

The Role of Technology 22 The Role of Money 23

Current Trends in Mass Communication 23

• Cultural Forum: Audience as Consumer or Audience as Product? 24

Concentration of Ownership and Conglomeration 24 Globalization 27 Audience Fragmentation 28

• Cultural Forum: The Globalization of Ownership of U.S. Mass Media 29

Hypercommercialism 31 Erosion of Distinctions Among Media: Convergence 32

Chapter Review 33

Questions for Review 34

Questions for Critical Thinking and Discussion 34

Important Resources 35

Culture and Media Web Sites 35

IX

Media Literacy and Culture 36 A Cultural History of Mass Communication 38

Oral Culture 39 The Invention of Writing 39 Literate Culture 40 The Gutenberg Revolution 42 The Industrial Revolution 44

"Modern" Communication Technologies 44

Newspapers, Magazines, Motion Pictures, and Radio 45 Television 46 Computer Networks 48

• Cultural Forujn: The Dangers of Papyrus 49

Media Literacy 49

Elements of Media Literacy 50

• Cultural Forum: Defining Media Literacy 51

• Cultural Forum: Media Literacy as the Struggle for Power 54

Media Literacy Skills 56 The Media Literate Person 59

Chapter Review 61

Questions for Review 61

Questions for Critical Thinking and Discussion 62

Important Resources 62

Media Literacy Web Sites 63

The Internet and the World Wide Web: Changing the Paradigm 64

A Short History of the Internet 67

Development of the Computer 68 Military Applications 69 The Personal Computer 70

The Internet Today 73

Using the Internet 73 The World Wide Web 74

The Internet and Its Users 77

Commercialization of the Internet 78

Trends and Convergence in the Internet 80

MP3 80 Embedded Systems 82

Changes in the Mass Communication Process 82 The Double Edge of Technology 83 McLuhan's Renaissance 83

Reconceptualizing Life in an Interconnected World 85 The Internet and Freedom of Expression 85 Freedom of the Press for Whom? 86

• Using Media to Make a Difference: Protest.org 87

Controlling Internet Expression 88 Pornography on the World Wide Web 89 Copyright (Intellectual Property Ownership) 90

m Media Echoes: Rating the Web 91

Personal Identity 92 Privacy 94

и Cultural Forum: Whose Life Is It Anyway? Protecting Personal Privacy in the Digital Age 97

Virtual Democracy 99 Developing Media Literacy Skills: Making Our Way in an Interconnected World 103

Chapter Review 105 Questions for Review 106 Questions for Critical Thinking and Discussion 106 Important Resources 107 Internet Information Web Sites 107

MEDIA, MEDIA INDUSTRIES, AND MEDIA AUDIENCES Ю9

Books no A Short History of Books 113

Books in Colonial North America 113

Books and Their Audiences 116 The Cultural Value of the Book 117

Ш Media Echoes: The Role of Books in Social Movements 118 Censorship 120

• Using Media to Make a Difference: Our Bodies, Ourselves 120

Scope and Structure of the Book Industry 123 Categories of Books 123 From Idea to Publication 124

Contents

Trends a n d Convergence in Book Pub l i sh ing 125

Convergence 125 Conglomeration 128 Demand for Profits and Hypercommercialism 129 Growth of Small Presses 131 Restructuring of Book Retailing 132

• Cultural Forum: The Passing of the Independent Bookseller 134

a Developing Media Literacy Skills: The Lessons of Harry Potter 136

Chapter Review 138

Questions for Review 138 Questions for Critical Thinking and Discussion 139

Important Resources 139 Book Information Web Sites 139

Newspapers 140 A S h o r t H i s to ry of N e w s p a p e r s 143

The Earliest Newspapers 143

• Media Echoes: Truth as a Defense Against Libel: The Zenger Trial 146

The Modern Newspaper Emerges 146

N e w s p a p e r s a n d The i r Audiences 150

Scope a n d S t r u c t u r e of the N e w s p a p e r I n d u s t r y 151

Types of Newspapers 151

• Cultural Forum: Shunning Low-Income Readers: Smart Business or Self-Defeating Strategy? 153

The Newspaper as an Advertising Medium 157 The Wire and Feature Services 157

Trends a n d Convergence in N e w s p a p e r Pub l i sh ing 159

Loss of Competition 159 Hypercommercialism and the Erosion of the Firewall 160 Civic Journalism 161

• Using Media to Make a Difference: Covering the Issue of Race 162

Convergence with the Internet 163 Changes in Newspaper Readership 165

И Developing Media Literacy Skills: Interpreting Relative Placement of Stories 167

Chapter Review 169 Questions for Review 169

Questions for Critical Thinking and Discussion 170

Important Resources 170 Newspaper Information Web Sites 171

Magazines 172

A Short History of Magazines 175

The Early Magazine Industry 175 The Mass Circulation Era 176

• Media Echoes: Taking On the Giants: Muckraking in the Magazines 178

The Era of Specialization 179

Magazines and Their Audiences 181

Scope and Structure of the Magazine Industry 181

Categories of Consumer Magazines 182

Magazine Advertising 183

Types of Circulation 184

• Using Media to Make a Difference: Suzuki Samurai versus Consumer Reports 185

Measuring Circulation 185

Trends and Convergence in Magazine Publishing 186

Online Magazines 186 New Types of Magazines 187 Meeting Competition from Television 187 Advertorials 191 Advertiser Influence over Magazine Content 191

• Cultural Forum: Advertorials Aimed at Young Girls 192

Developing Media Literacy Skills: Recognizing the Power of Graphics 193

Chapter Review 195

Questions for Review 196

Questions for Critical Thinking and Discussion 196

Important Resources 196

Magazine Information Web Sites 197

F i l m 198

A Short History of the Movies 200

The Early Entrepreneurs 201 The Coming of Narrative 203

• Using Media to Make a Difference: African American Response to D. W. Griffith: The Lincoln and Micheaux Film Companies 206

The Big Studios 208 Change Comes to Hollywood 209

• Media Echoes: Self-Censorship in Hollywood: The Movie Ratings 212

Movies and Their Audiences 215

Contents xiii

Scope and Nature of the Film Industry 217 Three Component Systems 218 The Studios 220

Trends and Convergence in Moviemaking 221 Conglomeration and the Blockbuster Mentality 221

В Cultural Forum: Will We Accept the Dogme Dogma? 222

Convergence Reshapes the Movie Business 225

Developing Media Literacy Skills: Recognizing Product Placements 227

Chapter Review 229 Questions for Review 230 Questions for Critical Thinking and Discussion 230 Important Resources 230 Film Information Web Sites 231

Radio and Sound Recording 232 A Short History of Radio and Sound Recording 234

Prehistory of Radio 234 Early Sound Recording 236 The Coming of Broadcasting 238 The Coming of Regulation 239 Advertising and the Networks 241 The Golden Age 242

Radio and Its Audiences 244

Scope and Nature of the Radio Industry 245 FM, AM, and Noncommercial Radio 245 Radio Is Local 246 Radio Is Fragmented 246 Radio Is Specialized 246 Radio Is Personal 247 Radio Is Mobile 248

The Business of Radio 248 Radio as an Advertising Medium 248 Deregulation, Ownership, and Microbroadcasting 248

m Media Echoes: Problems with Radio Ratings 249

Scope and Nature of the Recording Industry 251 The Major Recording Companies 251

• Using Media to Make a Difference: Rock 'n' Roll, Radio, and Race Relations 252

• Cultural Forum: Album Warning Labels: Child Protection or Censorship? 256

xiv Contents

Trends and Convergence in Radio and Sound Recording 258 The Impact of Television 258 Satellite and Cable 258 Digital Technology 259

Napster, Gnutella, and the Future of the Recording Industry 261 Digital Radio 263 Web Radio 263 Developing Media Literacy Skills: Listening to Shock Jocks 264

Chapter Review 265 Questions for Review 266 Questions for Critical Thinking and Discussion 266 Important Resources 266 Radio and Recording Information Web Sites 267

Television 268 A Short History of Television 271

Mechanical and Electronic Scanning 271 The Freeze of 1948 to 1952 273 The 1950s 274

Ш Media Echoes: The Problems with the Nielsen Ratings 281

Television and Its Audiences 282

Scope and Nature of the Television Industry 283

The Networks and Program Content 284 • Using Media to Make a Difference: The Creation of Sesame Street 284

How a Program Gets on the Air 285

Trends and Convergence in Television 288 Cable 288 VCR 291 DVD 291 Remote Control 292 Direct Broadcast Satellite (DBS) 292 Digital Video Recorders 292 Digital Television 293 The Internet on Television 295 Receiving Television via the Internet 296

и Cultural Forum: Spanish-Language Television 296 Video on the Internet 297 Interactive Television 298 Developing Media Literacy Skills: Recognizing Staged News 299

Contents

Chapter Review 300

Questions for Review 301

Questions for Critical Thinking and Discussion 301 Important Resources 302

Television Information Web Sites 302

P a r t 3 SUPPORTING INDUSTRIES зоз

B 3 Public Relations 304 Defining Public Relations 306

• Using Media to Make a Difference: The MADD Campaign 309

A Short History of Public Relations 310

Early Public Relations 310 The Propaganda-Publicity Stage 311 Early Two-Way Communication 313 Advanced Two-Way Communication 315 Shaping the Character of Public Relations 316

Public Relations and Its Audiences 317

Scope and Structure of the Public Relations Industry 318

• Cultural Forum: The Ford and Firestone PR Debacle 320

Public Relations Activities 322 Organization of a Public Relations Operation 326

Trends and Convergence in Public Relations 327

Globalization and Specialization 327 Convergence 327 Trust in Public Relations 328

• Media Echoes: Boosting Smoking Among Women 329

Developing Media Literacy Skills: Recognizing Video News Releases 331

Chapter Review 333

Questions for Review 334 Questions for Critical Thinking and Discussion 334 Important Resources 335

Public Relations Information Web Sites 335

Advertising 336 A Short History of Advertising 338

Early Advertising 339

xvi Contents

Industrialization and the Civil War 340 Magazine Advertising 341 The Advertising Agency and Professionalism 342 Advertising and Radio 343 World War II 343

• Using Media to Make a Difference: Saving the Grand Canyon 345

Advertising and Television 346 The Evolution of Television Commercials 347

Advert is ing a n d Its Audiences 348

Criticisms and Defenses of Advertising 348 Specific Complaints 349

В Media Echoes: Boosting Smoking Among Children 351

• Cultural Forum: Challenging Advertising: Adbusters and Uncommercials 353

Scope a n d N a t u r e of t h e Adver t i s ing I n d u s t r y 354

The Advertising Agency 355 Types of Advertising 356 The Regulation of Advertising 358 Measuring the Effectiveness of Advertising 360

Trends a n d Convergence in Adver t i s ing 361

New and Converging Technologies 361 Increased Audience Segmentation 363 Psychographics 364 Globalization 366

Developing Media Literacy Skills: Interpreting Intentional Imprecision 367

Chapter Review 368

Questions for Review 369

Questions for Critical Thinking and Discussion 369

Important Resources 369 Advertising Information Web Sites 370

P a r t Щ. MASS-MEDIATED CULTURE IN THE INFORMATION AGE 371

Theories of Mass Communicat ion 372 Defining Mass C o m m u n i c a t i o n Theo ry 374

A S h o r t His to ry of Mass C o m m u n i c a t i o n T h e o r y 375

The Era of Mass Society Theory 376

Contents xvii

The Era of the Scientific Perspective 377 The Era of Limited Effects Theory 379

Ш Cultural Forum: Klapper's Reinforcement Theory 383

The E r a of Cul tu ra l Theo ry 387

Symbolic Interaction 389 Social Construction of Reality 389 Cultivation Analysis 391 Critical Cultural Theory 392

Developing Media Literacy Skills: Applying Mass Communication Theory 395

• Cultural Forum: Gerbner's Three Bs of Television 396

Chapter Review 397 Questions for Review 397

Questions for Critical Thinking and Discussion 398 Important Resources 398

Mass Communication Theory Web Sites 399

Mass Communicat ion Research and Effects 400 M a s s C o m m u n i c a t i o n R e s e a r c h a n d t h e Effects Deba te 403

The Effects Debate 403 Quantitative Research Methods 406 Qualitative Research Methods 411

The Effects of M a s s C o m m u n i c a t i o n 414

Violence 414

• Using Media to Make a Difference: Television and the Designated Driver 418

Drugs and Alcohol 419 Gender and Racial/Ethnic Stereotyping 420

• Cultural Forum: Embedding Antidrug Messages in Prime-Time Television 422

Political Campaigns and Voting 424 Prosocial Effects 426

Developing Media Literacy Skills: Interpreting Sample Size and Margin of Error 426

Chapter Review 427 Questions for Review 428

Questions for Critical Thinking and Discussion 428

Important Resources 429

Media Research and Effects Information Web Sites 429

Media Freedom, Regulation, and Ethics 430 A Short History of the First Amendment 433

Early Sentiment for a Free Press 433 Defining and Refining the First Amendment 434 Other Issues of Freedom and Responsibility 441

• Media Echoes: Larry Flynt and Protection for Expression We Don't Like 442

• Using Media to Make a Difference: The Red Lion Decision and the Rights of the Audience 445

Social Responsibility Theory 448

Media Industry Ethics 449 Defining Ethics 450 Three Levels of Ethics 450 Balancing Conflicting Interests 451 Codes of Ethics and Self-Regulation 457

• Cultural Forum: Caught Red-Handed: Using Self-Regulation to Deceive? 460

Developing Media Literacy Skills: Accepting Reports Based on Anonymous Sources 461

Chapter Review 463 Questions for Review 464 Questions for Critical Thinking and Discussion 464 Important Resources 464 Media Regulation Information Web Sites 465

Щ Global Media 466 A Short History of Global Media 468

International Mass Media Before Satellites 469 Satellites and Global Mass Media 473

• Cultural Forum: The United States as International Propagandist 474

Global Media Today 477 Comparative Analyses 478

Ш Using Media to Make a Difference: Maintaining Gross National Happiness 478

8 Media Echoes: Freedom of the Press in Iran 486

Programming 486

The Debate over Cultural Imperialism 489 The McBride Report and the NWIO 490

Contents xix

риргои

The Case for the Global Village 492

The Case Against the Global Village 492

Developing Media Literacy Skills: Making Our Way in the Global Village 494

Chapter Review 494

Questions for Review 495

Questions for Critical Thinking and Discussion 495

Important Resources 496

Global Village Information Web Sites 496

Glossary 497

References 509

Acknowledgments 518

Index 521

xx Contents