Media Now: Understanding Media, Culture, and Technology

594 Pages·2011·39.15 MB·English

by  Joseph Straubhaar

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MEDIA
NOW
Understanding Media, Culture, and Technology
SEVENTH EDITION
JOSEPH STRAUBHAAR
University of Texas, Austin
ROBERT L ROSE
A
Michigan State University
LUCINDA DAVENPORT
Michigan State University
Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States
Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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Media Now: Understanding Media, Culture, © 2012, 2009, 2006 Wadsworth, Cengage Learning
and Technology, Seventh Edition
ALL RIGHTS RESERVED. No part of this work covered by the copyright herein
Joseph Straubhaar, Robert LaRose, Lucinda
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Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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Brief Contents
PART ONE Media and the Information Age
CHAPTER 1 The Changing Media 3
CHAPTER 2 Media and Society 27
PART TWO The Media
CHAPTER 3 Books and Magazines 55
CHAPTER 4 Newspapers 87
CHAPTER 5 Recorded Music 125
CHAPTER 6 Radio 153
CHAPTER 7 Film and Home Video 181
CHAPTER 8 Television 211
CHAPTER 9 The Internet 247
CHAPTER 10 Public Relations 281
CHAPTER 11 Advertising 309
CHAPTER 12 The Third Screen: From Bell’s Phone to
iPhone 345
PART THREE Media Issues
CHAPTER 13 Video Games 377
CHAPTER 14 Media Uses and Impacts 403
CHAPTER 15 Media Policy and Law 445
CHAPTER 16 Media Ethics 473
CHAPTER 17 Global Communications Media 499
iii
BRIEF CONTENTS
Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
88225577XX__0000__ffmm__ppii--xxxxvv..iinndddd iiiiii 99//1100//1100 77::2200::3388 PPMM
Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
88225577XX__0000__ffmm__ppii--xxxxvv..iinndddd iivv 99//1100//1100 77::2200::3388 PPMM
Contents
Preface xvii
About the Authors xxiii
PART ONE Media and the Information Age
CHAPTER 1
The Changing Media 3
The Media in Our Lives 3
Media in a Changing World 4
Merging Technologies 5
■ TECHNOLOGY DEMYSTIFIED: A Digital Media Primer 6
Changing Industries 8
Changing Lifestyles 8
■ YOUR MEDIA CAREER: Room at the bottom, Room at the top 9
Shifting Regulations 10
Rising Social Issues 11
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AIngdruicsutrltiaulr aSlo Scoiectiye ty1 313 New York Ti
ChanIngfionrgm Caotniocne pStoiocniest yo f t1h5e Media 16 Wilson/The
m
The Smcr Model 17 Ji
Types of Communication 18
What are the Media Now? 20
Summary & Review 24 ■ Thinking Critically About the Media 25 ■ Key Terms 25
CHAPTER 2
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TMThheeed iBPaer Monfieo tfin Mtospo ootfilv ieCeso m33p31etition 31 Brad Barket/Getty I
How Media Make Money 35
From Mass Markets to Market Segments 36
New Media Economics 37
Critical Studies 39
Political Economy 39
Feminist Studies 41
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CONTENTS
Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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Ethnic Media Studies 42
Media Criticism 42
■ MEDIA & CULTURE: Postmodernism 43
Diffusion of Innovations 44
Why Do Innovations Succeed? 44
How Do Innovations Spread? 44
What are the Media’s Functions? 46
Media And Public Opinion 47
Gatekeeping 47
Agenda Setting 48
Framing 49
Technological Determinism 49
The Medium is the Message 49
Technology as Dominant Social Force 50
Media Drive Culture 50
Summary & Review 51 ■ Thinking Critically About the Media 53 ■ Key Terms 53
PART TWO The Media
CHAPTER 3
Books and Magazines 55
History: The Printing Evolution 55
Early Print Media 55
The Gutenberg Revolution 57
■ MEDIA & CULTURE: Goodbye, Gutenberg 58
The First American Print Media 59
Modern Magazines 63
■ YOUR MEDIA CAREER: Wanted! Writers and Editors! 65
Book Publishing Giants 66
Technology Trends: From Chapbook To E-Book 67
After Gutenberg 67
AP Photo/Jeff Roberson I■n dTuEPEsC-tuPrHbyulN:ib sGlOhiosiLnhinOging Gig nGY lt oDh6beE8a MIln fYoS7rm1TIaFtIioEnD A: gCeu dd6li8ng Up with a Nice Electronic Book? 69
Magazine Economics 71
Magazine Industry Proliferation and Consolidation 72
Magazine Circulation and Advertising 73
Magazine Distribution and Marketing 74
The Economics of Book Publishing 75
Book Publishing Houses 75
Bookstores—Physical and Online 75
Book Purchasers 76
What’s To Read? Magazine and Book Genres 77
Magazines for Every Taste 77
Book Publishing 78
■ MEDIA LITERACY: The Culture of Print 80
Books as Ideas, Books as Commodities 80
Redefi ning the Role of Magazines 81
Intellectual Property and Copyright 81
Censorship, Freedom of Speech, and the First Amendment 82
Summary & Review 83 ■ Thinking Critically About the Media 85 ■ Key Terms 85
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CONTENTS
Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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CHAPTER 4
Newspapers 87
History: Journalism in the Making 87
Newspapers Emerge 87
The Colonial and Revolutionary Freedom Struggles 89 Text not available due to copyright restrictions
The First Amendment 89
Diversity in the Press 90
The Penny Press 91
Following the Frontier 92
War Coverage 92
The New Journalism 93
Yellow Journalism 94
Responsible Journalism 95
Muckraking 95
Newspapers Reach their Peak 96
Professional Journalism 96
Competing for the News 97
The Watchdogs 98
Newspapers in the Information Age 98
Technology Trends: Roll The Presses! 100
Newsgathering Trends 100
Convergence 101
Production Trends 101
Online and Mobile Newspapers 102
Industry: Freed From Chains? 104
The Newspaper Landscape 104
■ MEDIA & CULTURE: Blogging the Elections 107
Chain Ownership and Conglomerates 110
■ TECHNOLOGY DEMYSTIFIED: Who’s Twittering Now? 110
Citizen News & Local Websites 111
Content: Turning The Pages 111
■ MEDIA LITERACY: Responsible Reporting 113
Political Economy: Local Monopolies on The News 113
Freedom of Speech and the First Amendment 114
Ethics 114
Public’s Right To Know vs. Individual Privacy 116
Being A Good Watchdog 117
Defi ning News 118
■ YOUR MEDIA CAREER: Twitter News Flash: See My Story Online! 119
Newspapers, Gatekeeping, and “Information Glut” 120
Summary & Review 121 ■ Thinking Critically About the Media 123 ■ Key Terms 123
CHAPTER 5
Recorded Music 125
History: From Roots to Records 125
The Victrola 126
Early Recorded Music 126
Big Band and The Radio Days 126
Big Band Music and The World War II Generation 127
New Musical Genres 127
■ MERTTDhhDoigeecIi kAtRRa Hoel& cRcis okCet rocRUdroe yLrBv dTooiUnol1u2gmRt8 iE oa:n1n 3B dw2l aPillco kbpe MM Suuessgiicmc : eRn1i3tpe0pde d 1o3f1f or Revered? 129 Gary Hershorn/Reuters/Corbis
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CONTENTS
Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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■ MEDIA & CULTURE: Resisting the March of (Recorded) Progress 133
Music on the Internet 134
Technology Trends: Let’s Make Music 135
■ TECHNOLOGY DEMYSTIFIED: From the Victrola to the CD 136
New Digital Formats 137
Downloading 139
Industry: The Suits 139
The Recording Industry 139
■ YOUR MEDIA CAREER: Musicians, Moguls, Music in Everything Electronic 142
■ WORLD VIEW: What are we Listening To? Genres of Music for Audience
Segments 144
■ MEDIA LITERACY: Who Controls the Music? 145
Recorded Music in the Age of the New Media Giants 145
Sharing or Stealing? 146
Pity The Poor, Starving Artists 146
Getting Distributed Means Getting Creative 147
Music Censorship? 148
Global Impact of Pop Music Genres 148
Summary & Review 149 ■ Thinking Critically About the Media 151 ■ Key Terms 151
CHAPTER 6
Radio 153
History: How Radio Began 153
Save the Titanic: Wireless Telegraphy 153
Regulation of Radio 154
Broadcasting Begins 154
ms BBC, License Fees, and the Road Not Taken 156
miniu Radio Networks 156
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Technology Trends: Inside Your Radio 162
From Marconi’s Radio to Your Radio 162
High-Defi nition Radio 163
■ TECHNOLOGY DEMYSTIFIED: Fun with Electromagnetism? 163
Satellite Radio Technology 164
Internet Radio Technology 165
Weighing Your Digital Radio Options 165
Industry: Radio Stations and Groups 165
Radio in the Age of the New Media Giants 165
Inside Radio Stations 166
Non-Commercial Radio 167
Genres Around the Dial 168
Radio Formats 168
The Role of Radio Ratings 169
Music Genres and Radio Formats 170
Talk Radio 170
National Public Radio 172
Radio Programming Services 172
■ YOUR MEDIA CAREER: Local DJs Decline but Other Forms of Radio Rise 172
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CONTENTS
Copyright 2010 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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