PREFACE
ACKNOWLEDGEMENTS
ABOUT THE AUTHOR
PART I. INTRODUCTION TO THE MEDIA
1. Living in a Media World: An Introduction to Mass Communication
Elements of Mass Communication
Evolution of the Media World
Understanding the Media World
2. Mass Communication Effects: How Society and Media Interact
History of Media Effects Research
Effects of the Media in Our Lives
Theories of Media and Society
3. The Media Business: Consolidation, Globalization, and the Long Tail
The Development of the Media Business in the United States
Big Media: The Legacy Conglomerates
Big Media: The New Players
Media Economics and the Long Tail
PART II. PRINT MEDIA
4. Books: The Birth of the Mass Media
The Development of the Book and Mass Communication
5. Magazines: The Power of Words and Images
The Development of a National Cultura
Magazines and Modern Society
6. Newspapers and the News: Reflection of a Democratic Society
Inventing the Modern Press
News, Politics, and Society
PART III. ELECTRONIC MEDIA
7. Audio: Music and Talk across Media
History of Sound Recording and Transmission
Music, Youth Culture, and Society
8. Movies: Mass Producing Entertainment
The Development of Movies
9. Television: Broadcast and Beyond
Television: Broadcast and Cable/Satellite
From Broadcasting to Narrowcasting: The Changing Businesss of Television
Moving Beyond Broadcasting
10. Online Media: The Internet, Social Media, and Video Games
The Development of the Internet
What Are Online/Mobile Media?
Social Media: Sharing Our Lives Online
Video Games as Mass Communication
PART IV. STRATEGIC COMMUNICATION
11. Advertising: Selling a Message
The Development of the Advertising Industry
The Future of Advertising
12. Public Relations: Interactions, Relationships, and the News
From Press Agentry to Professionalism
The Business of Public Relations
Public Relations and Society
PART V. REGULATION AND CONTROL OF THE MEDIA
13. Media Law: Free Speech and Fairness
The Development of a Free Press
Protection of Individuals
Regulation of the Media Industry
14. Media Ethics: Truthfulness, Fairness, and Standards of Decency
Ethical Principles and Decision Making
Ethics and Persuasive Communication
Chapter 15. Global Media: Communication Around the World
Media Ideals Around the World
Going Global: Media Standards Around The World