Introduction to Mass Communication 12th Edition by Stanley Baran, ISBN-13: 978-1264305094

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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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