close menu
Bookswagon-24x7 online bookstore
close menu
My Account
3%
The Media of Mass Communication

The Media of Mass Communication

          
5
4
3
2
1

Out of Stock


Premium quality
Premium quality
Bookswagon upholds the quality by delivering untarnished books. Quality, services and satisfaction are everything for us!
Easy Return
Easy return
Not satisfied with this product! Keep it in original condition and packaging to avail easy return policy.
Certified product
Certified product
First impression is the last impression! Address the book’s certification page, ISBN, publisher’s name, copyright page and print quality.
Secure Checkout
Secure checkout
Security at its finest! Login, browse, purchase and pay, every step is safe and secured.
Money back guarantee
Money-back guarantee:
It’s all about customers! For any kind of bad experience with the product, get your actual amount back after returning the product.
On time delivery
On-time delivery
At your doorstep on time! Get this book delivered without any delay.
Notify me when this book is in stock
Add to Wishlist
X

About the Book

This up-to-date, reader-friendly presentation of the mass media helps instructors “use the media to teach the media” and explore its excitement, complexity, and impact on our lives. Widely praised for his ability to make learning interesting, Vivian excites students as they explore the ever-changing subject of mass communication. This edition retains the emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, and culture. The coverage of media literacy, an underlying theme since the first edition, has been enhanced with a new feature. The three part-organization—the media, media messages, and media issues—has been strengthened by the addition of a totally new chapter on entertainment to balance the coverage of other types of media messages.

Table of Contents:
All chapters begin with “Learning Goals” and conclude with “Chapter Wrap-Up, ” “Questions for Review, ” “Questions for Critical Thinking, ” and “Keeping Up to Date.” I. THE MASS MEDIA. 1. The Mass Media. Vignette: Sumner Redstone. Importance of Mass Media. Primary Mass Media. Mass Media Models. Economics of Mass Media. Media Demassification. Media Conglomeration. Media Melding. Media Future. 2. Books. Vignette: J.K. Rowling. Books in the Culture. Book Categories. Book Authors. Book Issues. Evaluating Books. Book Trends. Media Future: Books. 3. Magazines. Vignette: Bonnie Fuller Influence of Magazines. Magazines as Media Innovators. Consumer Magazines. Non-Newsrack Magazines. Magazine Demassification. Evaluating Magazines. Media Future: Magazines. 4. Newspapers. Vignette: Nancy Junck Importance of Newspapers. Newspaper Chain Ownership. National Dailies. New York Times. Hometown Newspapers. Challenges for Daily Newspapers. Weekly Newspapers. Alternate and Minority Newspapers. Evaluating Newspapers. Media Future: Newspapers. 5. Recordings. Vignette: Shawn Fanning. Recorded Music as a Social Force. Recording Technology. Recording Industry. Changes in Music Business. Evaluating Record Companies. Issues. Censorship and Recorded Music. Media Future: Recordings. 6. Movies. Vignette: Kevin Costner. Importance of Movies. Movie Industry. Industry Ownership. Movie Technology. Movie Rivals. Movie Censorship. Evaluating Movies. Media Future: Movies. 7. Radio. Vignette: Lowry Mays. Significance of Radio. Technical Development. Characteristics of U.S. Radio. Radio as Entertainment. Radio News. Radio Networks. Broadcasting Regulation. Quality on the Air. Media Future: Radio. 8. Television. Vignette: Jeff Gaspin. Impact of Television. Technology of Television. Structure of U.S. Television. Delivery Systems. Over-Air Networks. Cable Television. Television Entertainment. Television News. Public Television. Evaluating Television. Media Future: Television. 9. The Web. Vignette: Tim Berners-Lee. World Wide Web. The Internet. Commerce and the Web. Measuring the Web Audience. Web Technology. Nonlinear Communication. Hypertext. Evaluating the Web. Media Melding. Public Policy and the Web. Media Future: Web. II. MASS MESSAGES. 10. News. Vignette: Christiane Amanpour. Journalism Traditions. Personal Values in News. Variables Affecting News. Influences on News. Gatekeeping in News. Journalism Trends. Journalism and War. Identifying Good Journalism. Media Future: Journalism. 11. Public Relations. Vignette: Marc Kasky. Importance of Public Relations. Origins of Public Relations. Structure of Public Relations. Public Relations Services. Media Relations. Professionalization. Media Future: Public Relations. 12. Advertising. Vignette: Mary Rich Wells. Importance of Advertising. Origins of Advertising. Advertising Agencies. Placing Advertisements. Pitching Messages. Research and Psychology. Advertising Regulation. Problems and Issues. Media Future: Advertising. 13. Entertainment. Vignette: Roy Lee. Entertainment in History Story-Telling as Media Entertainment. Music as Media Entertainment. Sports as Media Entertainment. Sex as Media Entertainment. Media Entertainment and Technology. Evaluating Media Content. Media Future: Media Entertainment 14. Media Research. Vignette: Andy Kohut. Public-Opinion Sampling. Measuring Audience Size. Measuring Audience Reaction. Audience Analysis. Applied and Theoretical Research. Media Future: Research. III. MASS MEDIA ISSUES. 15. Mass Communication. Vignette: Wilbur Schramm. Communication Forms. Components of Mass Communication. Communication Models. Fundamentals in the Process. Players in the Process. Impediments to Communication. Mass Communication Results. 16. Mass Communication Effects. Vignette: Orson Welles. Effects Studies. Uses and Gratifications Studies. Individual Selectivity. Socialization. Media-Depicted Violence. Media Agenda-Setting for Individuals. Media-Induced Anxiety and Apathy. 17. Mass Media and Society. Vignette: Marshall McLuhan. Mass Media Role in Culture. Social Stability. Cultural Transmission. Mass Media and Fundamental Change. 18. Global Mass Media. Vignette: Charlotte Beers. Global Conglomeration. Effects of Globalization. Cultural Intrusion. Global Media Models. Global Media Players. Global Media Companies. Media Pressure Points. Media Future: Global Mass Media. 19. Mass Media and Governance. Vignette: Arnold Schwartzenegger. Media Role in Governance. Media as an Information Service. Media Effects on Governance. Government Manipulation of Media. Status of the Watchdog. Media-Government Issues. 20. Mass Media Law. Vignette: James Perry Barlow. The U.S. Constitution. Prior Restraint. Defamation. Privacy Law. Journalism Law. Obscenity and Pornography. Censorship Today. Copyright. 21. Ethics. Vignette: Jayson Blair. The Difficulty of Ethics. Media Ethics. Moral Principles. Process versus Outcome. Potter's Box. Ethics and Other Issues. Unsettled, Unsettling Questions. 22. Visual Messages (Electronic). Vignette: Al Diaz. Early Media Illustrations. Photographic Technology. Photography in Mass Communication. Cameras, Films, and Techniques. Documentary Photography. Persuasive Photography. Reality Photography. Evaluating Visual Messages. Visual Issues. 23. Media and Political Systems (Electronic). Vignette: John Twyn Four Theories Model. Authoritarian Model. Communist Model. Libertarian Model. Social Responsibility Model. Freedom and Responsibility. Media Future: Political and Media Systems.


Best Sellers


Product Details
  • ISBN-13: 9780205418480
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Pearson
  • Edition: 7 Rev ed
  • No of Pages: 544
  • Weight: 1139 gr
  • ISBN-10: 0205418481
  • Publisher Date: 02 Sep 2004
  • Binding: Paperback
  • Language: English
  • Returnable: Y


Similar Products

How would you rate your experience shopping for books on Bookswagon?

Add Photo
Add Photo

Customer Reviews

REVIEWS           
Click Here To Be The First to Review this Product
The Media of Mass Communication
Pearson Education (US) -
The Media of Mass Communication
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

The Media of Mass Communication

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book
    Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    New Arrivals


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!
    ASK VIDYA