.

0 (hodnocen0 x )

(9) Půjčeno:18x 

BK

New York : McGraw-Hill, 1993

xvii, 460 s., [8] s. obr. příl. : il.

ISBN 0-07-070821-5

McGraw-Hill series in mass communication

000061060

Preface xiii // PART ONE ■ CULTURE AND COMMUNICATION // Chapter 1 Culture and Communication: Basic Concepts 3 // Culture 4 // Box 1.1 Pop Culture Becomes Academic 5 // The EPS Cycle 5 // The Communication Process 7 // Information Processing by the Media 16 // Box 1.2 Cartoons against Drugs 17 // Information Processing by the Consumer 19 // Summary 20 // Chapter 2 Culture and Mass Communication: // How They Interact 25 // The Beginning of Mass Communication 26 // The Protestant Reformation 28 // Development of the Novel 29 // Industrialization 29 // Mass Media in Mass Society 32 // Mass Mediation of Leisure 33 // Box 2.1 The Super Bowl: Exporting Popular Culture 34 // Criticism of Mass Society 36 // Box 2.2 Mass Culture Shapes the Mass Media 38 // Commercialization of Culture 38 // Box 2.3 Selling the Persian Gulf War 40 // Cults in Popular Culture 42 // Box 2.4 The Trekkies ‘‘Star Trek” through the Media 44 // Summary 46 // Chapter 3 Media Controls: Philosophical 49 // Authoritarian Theory 51 // Libertarian Theory 53 // The Soviet Communist Concept 55 // The Social Responsibility Concept 57 // Box 3.1 The Society of Professional Journalists Code of Ethics 58 // vii // viii // " The Press in Foreign Lands 60 // Box 3.2 An Independent Communist Party Newspaper? 61 // Box 3.3 Profile: Two Media Moguls 63 // contents Summary 68 // Chapter 4 Media Controls: Legal 73 // Government Regulation of Print 74 // Government Regulation of Broadcasting 77 // Box 4.1 FCC’s Section 315: Facilities for Candidates // for Public Office 78 // Court Regulations 81 // Laws against Obscenity 82 // Laws to Protect the Public 84 // Box 4.2 Libel Takes a Variety of Forms 87 // Box 4.3 What Constitutes an Invasion of Privacy? 89 // Summary 90 //

PART TWO ■ DEVELOPMENT OF PRINT MEDIA // Chapter 5 Book Publishing: Past and Present 95 // Origins of Books 98 // Early Books and the Elite 100 // Stages of Book Publishing in the United States 102 // Box 5.1 Horatio Alger, Jr.: Writing Books for Industrial // Age Youth 106 // Box 5.2 Barbie: Her Life and Times by BillyBoy 108 // Box 5.3 Comic Books: International Classics 110 // Box 5.4 The Diary of Anne Frank 114 // Box 5.5 Keep Bookbusters out of Our Libraries 115 // Box 5.6 Working in Book Publishing 117 // Summary 117 // Chapter 6 Magazines: The Specialized Medium 121 // History of Magazines 124 // Box 6.1 Magazines Reflect Cultural Changes 129 // Box 6.2 Profile: Henry R. Luce 130 // Decline of General-Interest Magazines 133 // Types of Magazines 135 // Box 6.3 Specialized Magazines 137 // Box 6.4 The Teenzines 139 // Specialization and Popular Culture 140 // Box 6.5 Low Times for High Times Magazine 141 // Consumer and Business Trends 142 // Summary 142 // Box 6.6 Working in Magazine Publishing 143 // ix // Chapter 7 Newspapers: Past, Present and Problems 147 // Early Origins of Newspapers 150 // The Colonial American Press (1690-1820s) 151 contents // The Penny-Press Era (1833-1865) 156 // Box 7.1 Night Court—Nineteenth-Century Style 157 // The Yellow Journalism Era (1865-1900) 159 // Box 7.2 Women in Journalism 163 // The Twentieth Century Press 163 // Box 7.3 Supermarket Journalism: Giving Us What Enquiring // Minds Want to Know 165 // Newspapers as Businesses 168 // Box 7.4 Working in Newspaper Publishing 169 // News Wire Services 171 // Biases and Other Problems 173 // Summary 174 //

PART THREE ■ DEVELOPMENT OF ELECTRONIC MEDIA // Chapters Motion Pictures: Cultural Reflections 181 // Early History 184 // Movies and the EPS Cycle 187 // The Rise of Comedy 187 // Sound Joins Motion 189 // A Way of Life 191 // The Giant Is Crippled 195 // Youth, Sex, Violence and Special Effects 198 // Current Trends 202 // Business Trends 203 // Box 8.1 Working in the Movie Industry 203 // Summary 204 // Box 8.2 Is Hollywood Becoming the “Foreign Film Capital”? 205 // Box 8.3 Holdings of Paramount Communications, Inc. 206 // Chapter 9 Radio: A Wireless Wonder 211 // Harnessing Sound Waves 214 // Beginning of Radio as a Mass Medium 216 // Development of Radio News 218 // Development of Radio Entertainment 221 // Box 9.1 Edward R. Murrow: A Tongue as Descriptive // as a Paintbrush 222 // Radio Loses Its Niche 226 // Specialization Gives Radio a New Niche 227 // Technology and Specialization 228 // Box 9.2 Working in Radio 230 // Summary 231 // Box 9.3 Companion to "Prairie” Lovers Ends His Reign 232 //

Chapter 10 Television: From Soaps to Satellites 237 // How It Began 240 // Evolution of Television Entertainment 242 // Box 10.1 Profile: Fred Silverman—TV’s Tarnished // “Golden Boy” 246 // Box 10.2 The Soap Operas of Television 248 // Development of Television News 251 // Box 10.3 CNN Leads World News Media into Battle 257 // The Cultural Impact of Television 258 // Box 10.4 TV News in the ’90s: The Battle for Ratings 259 // Box 10.5 Women in Television 262 // Television Specializes 267 // Business Trends 269 // Box 10.6 Working in Television 269 // Summary 270 // Chapter 11 Recorded Music: Powerful and Controversial 275 // How It All Began 278 // Recorded Music Enters the Popular Culture 279 // Box 11.1 The Changing World of the Jukebox 282 // Rock Music Changes 283 // Box 11.2 Is Paul Dead? Some in the 1960s Thought So 288 // Box 11.3 “Heavenly Metal Music” 289 // Rock Specializes 289 // The Music Video Phenomenon (MTV) 291 // Controversies Surrounding Rock Music 293 // Box 11.4 Rock against Drugs 296 // Other Forms of Recorded Music 297 // Business Trends 298 // Box 11.5 Working in the Music Industry 298 // Summary 299 // PART FOUR ■ MEDIA SHAPERS AND CULTURAL EFFECTS // Chapter 12 Advertising: Selling the Message 303 // How Advertising Developed 304 // Box 12.1 Procter & Gamble and Soap Operas 307 // Theories on Advertising Effectiveness 307 // Box 12.2 Green Marketing 309 // Propaganda Devices 311 // Controversies Surrounding Advertising 315 // Television Advertising 317 // Motivational Research 320 // Box 12.3 VALS Research Leads to New Magazine Genre 324

// Summary 324 // Box 12.4 Working in Advertising 325 // xi // Chapter 13 Public Relations: Creating an Image 331 // What Is Public Relations? 333 // The History of Public Relations 335 // Opportunities and Duties of PR Practitioners 338 // Box 13.1 Working in Public Relations 339 // Examples of Public Relations Activities 339 // Box 13.2 Philip Morris Bill of Rights Promotion // Sparks Controversy 340 // Box 13.3 Even the Roman Catholic Church Uses PR 341 // Controversies Surrounding PR Practices 343 // Summary 344 // Box 13.4 Declaration of Principles of the Public Relations // Society of America 345 // Chapter 14 The Selling of American Politics 349 // Opinion Leader Theory 350 // The Rise of the Political Consultant 351 // Box 14.1 Profile: Hal Evry, a Political Consultant 352 // The Rise of Political Ads and Media Influence 354 // Box 14.2 Television Political Advertising, Reagan Style 360 // Effective Political Media 362 // Box 14.3 Pretesting Political Campaign Ads 363 // News Coverage of Elections 365 // Summary 367 // Chapter 15 Changing Trends in Media Technology 373 // Communication Revolution 374 // Cable Television 375 // Box 15.1 Cable TV Alters Viewing Habits 377 // Box 15.2 “People Meters”: High-Tech Media Monitors 378 // Satellite Communication K8K // Computers 382 // Box 15.3 Computers Can Pose Problems 383 // Home Video Equipment 384 // Merging Print and Electronics 387 // Other Technological Advances 389 // Implications for the Future 393 // Box 15.4

Working at Home on the Rise 394 // Summary 394 // Chapter 16 Media Ethics and Effects 399 // News-Media Ethics 400 // Box 16.1 Ethics in Journalism: Do You Kill a Story // That Might Make Someone Kill Himself? 402 // Box 16.2 Sometimes Invasions into Privacy Are // Just Plain Stupid 407 // Media Ethics and Economics 408 // Box 16.3 Profile: Peggy Charren 409 // Media Ethics and Entertainment 410 // Box 16.4 Were There Racial Implications to Press Coverage // in the Stuart Murder? 414 // Media Effects 415 // Cultural Consequences 420 // Summary 422 // Glossary // Index