Media Essentials

Contents
ABOUT THE AUTHORS 
BRIEF CONTENTS 
PREFACE 

MASS MEDIA INDUSTRIES

1 Mass Communication: A Critical Approach 
The Evolution of Mass Communication 
The Oral and Written Eras 
The Print Era 
The Electronic Era
The Digital Era 
The Development of Media and Their Role in Society 
The Evolution of Media: From Emergence to Convergence 
THE DIGITAL TURN Case Study FOMO in a Digital World 
[[Web Clip]] Social Media and FOMO
Debating Media’s Role in Everyday Life 
[[LaunchPad Clip]] Agenda-Setting and Gatekeeping 
The Cultural Approach to Media Studies 
Moving from a Linear Model to a Cultural Model 
Surveying the Cultural Landscape 
Tracing Changes in Values  
Critiquing Media and Developing Media Literacy 
Media Literacy and the Critical Process 
THE CRITICAL PROCESS BEHIND MEDIA LITERACY 
MEDIA LITERACY CASE STUDY Masculinity and the Media 
[[LaunchPad clip]] Masculinity On Screen: Tough Guise 2 
Benefits of a Critical Perspective 
CHAPTER ESSENTIALS 

2 Books and the Power of Print 
The Early History of Books: From Papyrus to Paperbacks 
Papyrus, Parchment, and Codex: The Development Stage of Books 
Writing and Printing Innovations: Books Enter the Entrepreneurial Stage 
The Printing Press and the Publishing Industry: Books Become a Mass Medium 
The Evolution of Modern Publishing 
The Formation of Publishing Houses 
 Types of Books
Trends in Contemporary Book Publishing 
Convergence: Books in the Digital Age
Self-Publishing
Audio Books
Influences of Television and Film in the Digital Age 
[[LaunchPad clip]] Based On: Making Books into Movies 
The Organization and Economics of the Book Industry 
The Conglomerates
The Structure of Book Publishing
THE DIGITAL TURN Case Study The Epic Rise of Instapoets
[[Web Clip]] Rupi Kaur: Instapoet   
Selling Books 
[[LaunchPad clip]] Amazon’s Brick-and-Mortar Bookstores
Books in a Democratic Society 
Physical Deterioration 
Censorship 
Resiliency of Reading 
MEDIA LITERACY CASE STUDY Banned Books and “Family Values” 
[[LaunchPad clip]] Banned Books On Screen: Huck Finn 
CHAPTER ESSENTIALS 

3 Newspapers to Digital Frontiers: Journalism’s Journey 
The Early History of American Journalism 
Colonial Newspapers and the Partisan Press 
The Penny Press: Becoming a Mass Medium 
Yellow Journalism 
The Evolution of Newspaper Journalism: Competing Models and the Rise of Professionalism 
“Objectivity” and Professionalization in Modern Journalism 
Interpretive Journalism 
MEDIA LITERACY CASE STUDY Investigative Journalism: In the “Spotlight” 
[[LaunchPad clip]] Investigative Journalism On Screen: Spotlight 
Journalism Evolves across Media 
Journalism on the Airwaves 
Internet Convergence Accelerates Changes to Journalism 
The Culture of News and Rituals of Reporting 
What Is News? 
Values in American Journalism 
When Values Collide: Ethics and the News Media 
The Economics of Journalism in the Twenty-First Century 
A Business Model in Transition 
Newspaper Operations 
Consolidation and a Crash 
[[LaunchPad clip]] Newspapers and the Internet: Convergence 
Changes, Challenges, and Threats to Journalism Today 
Social Media 
Citizen Journalism 
Satiric Journalism 
Fake News
THE DIGITAL TURN Case Study Attacking Journalism: Trolls and State-Sponsored Troll Armies
[[Web Clip]] Global Attacks on Journalism   
Journalism in a Democratic Society 
Social Responsibility 
The Troubled Future of Journalism  
CHAPTER ESSENTIALS 

4 Magazines in the Age of Specialization 
The Early History of Magazines 
The First Magazines: European Origins 
Magazines in Eighteenth-Century America: The Voices of Revolution 
Magazines in Nineteenth-Century America: Specialization and General Interest 
Going National as the Twentieth Century Approaches 
The Evolution of Modern American Magazines 
Distribution and Production Costs Plummet 
Muckrakers Expose Social Ills 
General-Interest Magazines Hit Their Stride 
MEDIA LITERACY CASE STUDY The Evolution of Photojournalism 
[[Web Clip]] The Power of Photojournalism   
General-Interest Magazines Decline 
Types of Magazines: Domination of Specialization 
[[LaunchPad clip]] Magazine Specialization Today 
Men’s and Women’s Magazines 
Entertainment, Leisure, and Sports Magazines 
Age-Specific Magazines 
Elite Magazines 
Minority-Targeted Magazines 
Trade Magazines 
Alternative Magazines 
Supermarket Tabloids 
Online Magazines 
[[LaunchPad clip]] Narrowcasting in Magazines 
The Organization and Economics of Magazines 
Magazine Departments and Duties 
Major Magazine Chains 
THE DIGITAL TURN Case Study Snapchats and Podcasts: Magazine Publishing Turns New Pages
[[LaunchPad clip]] Magazines On Screen: 13 Going on 30 
Magazines in a Democratic Society 
CHAPTER ESSENTIALS 

5 Sound Recording and Popular Music 
The Early History and Evolution of Sound Recording 
From Cylinders to Disks: Sound Recording Becomes a Mass Medium 
[[LaunchPad Clip]] Sound Recordings from a Century Ago
From Records to Tapes to CDs: Analog Goes Digital 
[[LaunchPad Clip]] Recording Music Today
From Downloads to Streaming: Sound Recording Goes through the Digital Turn 
MEDIA LITERACY CASE STUDY The New Masters of Music Modernization: Daniel Ek, Spotify, and Streaming Services 
[[Web Clip]] Spotify and Streaming
The Music Industry and Radio: A Rocky Relationship 
U.S. Popular Music and the Rise of Rock 
The Rise of Pop Music 
Rock and Roll Arrives 
Rock Blurs Additional Boundaries 
The Evolution of Pop Music 
The British Are Coming! 
Motown: The Home of Soul 
Folk and Psychedelic: Protest and Drugs 
Punk and Indie Respond to Mainstream Rock  
Hip-Hop Redraws Musical Lines 
The Country Road 
The Economics of Sound Recording 
A Shifting Power Structure 
The Indies Grow with Digital Music 
Making, Selling, and Profiting from Music 
THE DIGITAL TURN Case Study 360 Degrees of Music 
[[LaunchPad Clip]] Touring On Screen: Katy Perry 
Sound Recording in a Democratic Society 
CHAPTER ESSENTIALS 

6 Popular Radio and the Origins of Broadcasting 
The Early History of Radio 
Inventors Paving the Way: Morse, Maxwell, and Hertz 
Innovators in Wireless: Marconi, Fessenden, and De Forest 
Early Regulation of Radio 
The Networks 
The Radio Act of 1927 
The Golden Age of Radio 
The Evolution of Radio 
Transistors: Making Radio Portable 
The FM Revolution 
The Rise of Format Radio 
The Characteristics of Contemporary Radio 
Format Specialization 
Nonprofit Radio and NPR 
MEDIA LITERACY CASE STUDY How Did Talk Radio Become So One-Sided? 
[[Web Clip]] News/Talk Radio on YouTube 
Radio and Convergence 
[[LaunchPad Clip]] Going Visual: Video, Radio, and the Web 
THE DIGITAL TURN Case Study Streaming Services Set Their Sights on Broadcast Radio 
[[Web Clip]] Streaming Music Videos 
The Economics of Commercial Radio 
Selling Ads and Paying for Programming 
[[LaunchPad Clip]] Radio: Yesterday, Today, and Tomorrow 
Manipulating Playlists with Payola 
Radio Ownership: From Diversity to Consolidation 
Radio in a Democratic Society 
CHAPTER ESSENTIALS 

7 Movies and the Impact of Images 
[[LaunchPad Clip]] Storytelling in Star Wars 
The Early History of Movies 
Advances in Film Technology 
Telling Stories: The Introduction of Narrative 
The Arrival of Nickelodeons 
The Evolution of the Hollywood Studio System 
Edison’s Attempt to Control the Industry 
A Closer Look at the Three Pillars 
Hollywood’s Golden Age: The Development of Style 
Narrative Techniques in the Silent Era 
Augmenting Images with Sound 
Inside the Hollywood System: Setting the Standard for Narrative Style 
Outside the Hollywood System: Providing Alternatives 
 [[LaunchPad Clip]] Breaking Barriers with 12 Years a Slave 
MEDIA LITERACY CASE STUDY Breaking through Hollywood’s Race Barrier 
[[LaunchPad Clip]] A Hollywood Blockbuster: Black Panther 
The Transformation of the Hollywood Studio System 
The Paramount Decision 
Flight to the Suburbs 
Television Changes Hollywood 
Hollywood Adapts to Home Entertainment 
The Economics of the Movie Business 
Making Money on Movies Today 
Conglomerations and Synergy in the Movie Industry 
Theater Chains Consolidate Exhibition
Convergence: Movies Adjust to the Digital Turn 
THE DIGITAL TURN Case Study Attracting an Audience in a Digital Age 
[[Web Clip]] Digital Marketing for Popular Movies 
The Movies in a Democratic Society 
[[LaunchPad Clip]] More Than a Movie: Social Issues and Film 
CHAPTER ESSENTIALS 

8 Television, Cable, and Specialization in Visual Culture 
The Early History of Television 
Becoming a Mass Medium 
Controlling TV Content 
Staining Television’s Reputation 
Introducing Cable 
[[LaunchPad Clip]] Television Networks Evolve 
The Evolution of Network Programming 
Information: Network News 
Entertainment: Comedy 
Entertainment: Drama 
[[LaunchPad Clip]] Television Drama: Then and Now 
Talk Shows and TV Newsmagazines 
Reality Television 
Public Television 
MEDIA LITERACY CASE STUDY Race, Gender, and Sexual Orientation in TV Programming 
[[LaunchPad Clip]] Race in TV Programming: Black-ish 
The Evolution of Cable Programming 
Basic Cable 
Premium Cable 
Regulatory Challenges Facing Television and Cable 
Restricting Broadcast Networks’ Control 
Reining in Cable’s Growth—for a While 
Technology and Convergence Change Viewing Habits 
Home Video and Recording 
The Internet, Smartphones, and Mobile Video 
THE DIGITAL TURN Case Study Bingeing Purges Traditional Viewing Habits 
[[LaunchPad Clip]] Bingeable Series: Stranger Things 
DBS 
The Economics of Television, Cable, and Streaming Video 
Production 
Distribution 
Syndication Keeps Shows Going and Going . . .
Measuring Television Viewing
The Major Programming Corporations
Television in a Democratic Society 
Chapter Essentials 

9 The Internet and New Technologies: The Media Converge 
The Early History of the Internet 
Military Functions, Civic Roots 
The Net Widens 
The Evolution of the Internet: Going Commercial, Getting Social, Making Meaning 
The Commercialization of the Internet 
The Web Gets Social 
[[LaunchPad Clip]] The Rise of Social Media 
The Next Era: The Semantic Web 
[[LaunchPad Clip]] The Internet in 1995: The Net
THE DIGITAL TURN Case Study Social Media Fraud and Elections 
[[Web Clip]] Understanding Social Media Fraud   
The Economics of the Internet 
Ownership: Controlling the Internet 
Targeted Advertising and Data Mining 
MEDIA LITERACY CASE STUDY Net Neutrality 
[[LaunchPad Clip]] Reddit CEO on Net Neutrality
The Noncommercial Web 
Security and Appropriateness on the Internet 
Information Security: What’s Private? 
Personal Safety: Online Predators, Spreading Hate, and Deciding What’s Appropriate 
The Internet in a Democratic Society 
Access: Closing the Digital Divide 
Ownership and Customization 
Chapter Essentials 

10 Digital Gaming and the Media Playground 
The Early History of Digital Gaming 
Mechanical Gaming 
The First Video Games 
The Evolution of Digital Gaming 
Arcades and Classic Games 
Consoles Power Up 
Computer Gaming 
The Internet and Social Gaming 
Trends and Issues in Digital Gaming 
Communities of Play: Inside the Game 
Communities of Play: Outside the Game 
Immersion and Addiction 
THE DIGITAL TURN Case Study Games in the Great Wide Open: Pokémon Go and the Future of Mobile Gaming 
[[Web Clip]] Pokémon Go and Mobile Gaming
Violence and Misogyny
MEDIA LITERACY Case Study Fighting the Dark Side of Gaming Culture: Anita Sarkeesian and Feminist Frequency 
[[LaunchPad Clip]] Anita Sarkeesian and #GamerGate
The Economics of Digital Gaming 
Selling Digital Games 
[[LaunchPad Clip]] Video Games at the Movies: Resident Evil 
Making Digital Games 
Digital Gaming in a Democratic Society 
Self-Regulation 
Free Speech and Video Games 
Alternate Voices 
Chapter Essentials 

MEDIA FRAMING INDUSTRIES
11 Advertising and Commercial Culture 
The Early History of American Advertising: 1850s to 1950s 
The First Advertising Agencies 
Retail Stores: Giving Birth to Branding 
Patent Medicines: Making Outrageous Claims 
Department Stores: Fueling a Consumer Culture 
Transforming American Society 
Early Regulation of Advertising 
The Evolution of U.S. Advertising: 1950s to Today 
Visual Design Comes to the Fore 
New Breeds of Advertising Agencies Are Born 
Ad Agencies Develop a Distinctive Structure 
Online and Mobile Advertising Alter the Ad Landscape 
[[LaunchPad Clip]] Advertising in the Digital Age 
THE DIGITAL TURN Case Study Does the Digital Turn Spell Doom for Network TV? 
[[LaunchPad Clip]] Internet vs. TV Ad Spending
Persuasive Techniques in Contemporary Advertising 
Using Conventional Persuasive Strategies 
Associating Products with Values 
MEDIA LITERACY CASE STUDY Idiots and Objects: Stereotyping in Advertising 
[[insert Web Clip]] Parodying Ad Stereotypes 
Telling Stories 
Placing Products in Media 
Commercial Speech and Regulating Advertising 
Targeting Children and Teens 
[[LaunchPad Clip]] Advertising and Effects on Children 
Triggering Anorexia and Overeating 
Promoting Smoking 
Promoting Drinking 
Hawking Drugs Directly to Consumers 
Monitoring the Advertising Industry 
Advertising in a Democratic Society 
Chapter Essentials 

12 Public Relations and Framing the Message 
Early History of Public Relations 
Age of the Press Agent: P. T. Barnum and Buffalo Bill 
Business Adopts Press Agent Methods 
Professional Public Relations Emerges 
The Evolution of Public Relations
MEDIA LITERACY CASE STUDY The Invisible Hand of PR 
[[Web Clip]] The Influence of Edward Bernays
PR Agencies and In-House PR Staffs 
A Closer Look at Public Relations Functions 
THE DIGITAL TURN Case Study Military PR in the Digital Age 
[[Web Clip]] Military PR and Lady Gaga 
Public Relations in the Internet Age
Tensions between Public Relations and the Press 
Elements of Interdependence 
Journalists’ Skepticism about PR Practices 
[[LaunchPad Clip]] Give and Take: Public Relations and Journalism 
Shaping PR’s Image 
Public Relations in a Democratic Society 
Chapter Essentials 

MEDIA EXPRESSIONS

13 Legal Controls and Freedom of Expression 
The Origins of Free Expression and a Free Press 
A Closer Look at the First Amendment 
Interpretations of Free Expression 
The Evolution of Censorship 
Unprotected Forms of Expression 
THE DIGITAL TURN Case Study Is “Sexting” Pornography? 
[[LaunchPad Clip]] MTV Explores Sexting and the Law 
First Amendment versus Sixth Amendment 
[[LaunchPad Clip]] Bloggers and Legal Rights 
Film and the First Amendment 
Citizens and Lawmakers Control the Movies 
The Movie Industry Regulates Itself 
The First Amendment, Broadcasting, and the Internet 
The FCC Regulates Broadcasting 
Dirty Words, Indecent Speech, and Hefty Fines 
Political Broadcasts and Equal Opportunity 
The Demise of the Fairness Doctrine 
Communication Policy and the Internet 
The First Amendment in a Democratic Society 
MEDIA LITERACY CASE STUDY Fake News, the First Amendment, and Fighting Propaganda 
[[Web Clip]] Stopping the Spread of Fake News
Chapter Essentials 

14 Media Economics and the Global Marketplace 
The Transition to an Information Economy 
How Media Industries Are Structured 
From Regulation to Deregulation 
The Rise of Media Powerhouses 
THE DIGITAL TURN Case Study Are the Big Digital Companies Too Big?
[[LaunchPad Clip]] The Impact of Media Ownership 
Analyzing the Media Economy 
How Media Companies Operate 
How the Internet Is Changing the Game 
Business Trends in Media Industries 
The Age of Hegemony 
Specialization and Global Markets 
The Rise of Specialization and Synergy 
Disney: A Postmodern Media Conglomerate 
[[LaunchPad Clip]] Disney’s Global Brand: Frozen 
The Growth of Global Audiences 
MEDIA LITERACY CASE STUDY Netflix and Change: The Streaming Revolution and the Business of Content Creation
[[Web Clip]] Netflix on YouTube
Social Issues in Media Economics 
The Limits of Antitrust Laws 
The Fallout from a Free Market 
Cultural Imperialism 
The Media Marketplace in a Democratic Society 
Chapter Essentials 

15 Media Effects and Cultural Approaches to Media Research 
Early Media Research Methods 
Propaganda Analysis 
Public Opinion Research 
Social Psychology Studies 
Marketing Research 
THE DIGITAL TURN CASE STUDY Artificial Intelligence Gets Personal 
[[Web Clip]] Amazon’s Powerful Algorithm 
Research on Media Effects 
Early Models of Media Effects 
[[LaunchPad Clip]] Media Effects Research 
Conducting Media Effects Research 
Contemporary Theories of Media Effects 
Evaluating Research on Media Effects 
Cultural Approaches to Media Research 
Early Developments in Cultural Studies Media Research 
Contemporary Cultural Studies Approaches 
MEDIA LITERACY CASE STUDY Does Art Imitate Life or Life Imitate Art? TV Depictions of Suicide and Copycat Fears
[[LaunchPad Clip]] Suicide On TV: 13 Reasons Why 
Evaluating Cultural Studies Research 
Media Research in a Democratic Society 
Chapter Essentials 
Notes N-1
Glossary G-1
Index I-1