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• Cover
• Half Title
• Title
• Copyright
• Dedication
• About the Author
• Brief Contents
• Detailed Contents
• Preface
• How to Use This Book
• Acknowledgments
• To the Student
• Part I The Nature and Business of Media
• 1 Understanding Mass Media, Convergence, and the Importance of Media Literacy
• Introducing Media Convergence
• Introducing Mass Communication
• The Elements of Communication
• Mass Communication Defined
• Mass Media and Convergence
• Mass Media, Culture, and Society
• How Do We Use the Mass Media in Our Daily Lives?
• Global Media Today & Culture: I always feel like somebody’s watching me …
• How Do the Mass Media Influence Culture?
• Media Literacy
• Principles of Media Literacy
• Media Literacy Tools
• The Benefits of a Media-Literate Perspective
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 2 Making Sense of Research on Media Effects and Media Culture
• The Nature of Mass Media Research
• The Early Years of Mass Media Research in the United States
• Searching for Community: Early Critical aStudies Research
• Fearing Propaganda: Early Concerns About Persuasion
• Kids and Movies: Continuing Effects Research
• Social Relations and the Media
• The Limits of Propaganda: Limited Effects Research
• Consolidating the Mainstream Approach
• Studying Opinion and Behavior Change
• Studying What People Learn From Media
• Studying Why, When, and How People Use the Media
• The Rise of Critical Approaches
• Moving From Mainstream Approaches to Critical Approaches
• Cultural Studies
• Historical Approaches to Cultural Studies
• Anthropological Approaches to Cultural Studies
• Global Media Today & Culture: Spreading Media Entertainment on Different Platforms
• Linguistic and Literary Approaches to Cultural Studies
• Using Media Research to Develop Media Literacy Skills
• Where Do You Stand With Respect to Media Effects?
• How Can You Make Sense of Discussions and Arguments About Media Effects?
• How Should You Explore Your Concerns About Mass Media?
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 3 The Business of Media
• Identifying an Audience for Mass Media Content
• Defining and Constructing a Target Audience
• Creating Content to Attract the Target Audience
• Global Media Today & Culture: Live Events on TV: the Death of the Medium Has Been Prematurely Announced
• Determining a Genre for Mass Media Content
• Entertainment
• News
• Information
• Education
• Advertising
• Mixing Genres in a Convergent Media System
• Production of Mass Media Content
• Media Production Firms
• Distribution of Mass Media Content
• Exhibition of Mass Media Content
• Financing Mass Media Content
• Funding New Productions
• Funding When Production Is Already Complete
• Media Literacy and the Business of Mass Media
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 4 Financing and Shaping the Media: Advertising, Public Relations, and Marketing Communications
• The Advertising Industry
• An Overview of the Modern Advertising Industry
• Production in the Advertising Industry
• Distribution in the Advertising Industry
• Global Media Today & Culture: Upfronts and Digital NewFronts
• Exhibition in the Advertising Industry
• Determining an Advertisement’s Success
• What Is Public Relations?
• The Public Relations Industry and Media
• Production in the Public Relations Industry
• Distribution in the Public Relations Industry
• Exhibition in the Public Relations Industry
• The Rise of Marketing Communications
• Branded Entertainment
• Direct Marketing
• Relationship Marketing
• Advertising, Public Relations, and Convergence
• Media Literacy Issues Related to Advertising and PR
• Advertising and Commercialism
• Truth and Hidden Influence in Public Relations
• Targeting by Advertising and Public Relations Firms
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 5 Controls on Media Content: Government Regulation, Self-Regulation, and Ethics
• Why Do Media Firms Care About What Government Does?
• The First Amendment
• More Allowable Government Control Over Media Content
• Regulating Content Before Distribution
• Fair Use
• Parodies
• Regulating Content After Distribution
• Databases and Privacy Concerns
• Economic Regulation
• Global Media Today & Culture: Some Reasons for Firms’ Dominance in Media Industries
• Creating Technical Order
• Encouraging Competition
• Consumer Protection
• Media Self-Regulation
• External Pressures on Media to Self-Regulate
• Internal Pressures on Media to Self-Regulate
• The Role of Ethics
• Making Ethical Decisions
• Ethical Duties to Various Constituencies
• Forming Ethical Standards for the Mass Media
• Media Literacy, Regulation, and Ethics
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• Part II The Media Industries
• The Forces Driving Convergence in Media Industries
• The Spread of Digital Media
• The Importance of Distribution Windows
• Audience Fragmentation and Segmentation
• Globalization
• Conglomeration
• Moving Forward
• Key Terms
• 6 The Internet Industry
• The Rise of the Internet
• Global Media Today & Culture: What Is the Digital Glocalization of Entertainment?
• Production, Distribution, and Exhibition on the Internet
• The Net Neutrality Controversy
• Social Media Sites and Search Engines
• Funding Online Content
• Sites Involved in Image Making
• Sites Selling Products or Services
• Content Sites Selling Subscriptions
• Selling Advertisements
• Media Ethics: Confronting Internet Privacy, Extremist Rhetoric, and Polarization
• Determining Your Own Point of View as a Critical Consumer of Media
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 7 The Book Industry
• The History of the Book
• The Book Industry Today
• Educational and Professional Books
• Trade Books
• Variety and Specialization in Book Publishing
• Financing Book Publishing
• Production in the Book Publishing Industry
• Production in Trade Publishing
• Production at a University Press
• Book Production in the Electronic Age
• Reducing the Risks of Failure During the Production Process
• Distribution in the Book Industry
• The Role of Wholesalers in the Distribution Process
• Assessing a Title’s Popularity
• Exhibition in the Book Publishing Industry
• Exhibition of Consumer Books
• Exhibition in Textbook Publishing
• Convergence and Conglomeration in the Book Industry
• Global Media Today & Culture: Books Becoming Movies and Movies Becoming Books
• Ethical Issues in Book Production
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 8 The News Industry
• The Development of the Newspaper
• An Overview of the Contemporary Newspaper Industry
• Daily Newspapers
• Weekly Newspapers
• The Variety of Newspapers
• Financing the Newspaper Business
• Advertising
• Global Media Today & Culture: The Decline of Classified Ads and Its Impact on the Newspapers Industry
• Circulation
• Production in the Newspaper Industry
• Creating Newspaper Content
• The Technology of Publishing the Paper
• Distribution in the Newspaper Industry
• Determining Where to Market the Newspaper
• Exhibition in the Newspaper Industry
• Achieving Total Market Coverage
• A Key Industry Issue: Building Readership
• The Future of Newspapers Versus the Future of Journalism
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 9 The Magazine Industry
• The Development of Magazines
• An Overview of the Modern Magazine Industry
• Five Major Types of Magazines
• Business-to-Business Magazines/Trade Magazines
• Consumer Magazines
• Literary Reviews and Academic Journals
• Newsletters
• Comic Books
• Global Media Today & Culture: A View From Japan: Manga and Anime
• Financing Magazine Publishing
• Controlled Circulation Magazines
• Paid Circulation Magazines
• Market Segmentation
• Digital Circulation
• Production in the Magazine Industry
• Magazine Production Goals
• Producing the Magazine as a Branded Event
• Distribution in the Magazine Industry
• Exhibition in the Magazine Industry
• Media Ethics and the Magazine Industry
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 10 The Recording Industry
• The Rise of Records
• An Overview of the Modern Recording Industry
• International Ownership
• Global Media Today & Culture: A New Moonlight on the Music Industry? The Måneskin Case in the New Global Landscape
• Dispersed Production
• Concentration of Distribution
• Features of the Recording Industry Audience
• US Sales: the Importance of Digital Downloading and Streaming
• Diverse Music Genres
• Production and the Recording Industry
• Artists Looking for Labels, Labels Looking for Artists
• Finding Music to Record
• Royalties
• Producing a Record
• Self-Producing Music for Sale
• Compensating Artists
• Distribution in the Recording Industry
• The Importance of Convergence in Promotion
• Video, Television, and Movie Promotions
• Concert Tours
• Exhibition in the Recording Industry
• Digital Downloads
• Physical Sales
• Ethical Issues in the Recording Industry
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 11 The Audio Industry
• The Rise of Radio
• An Overview of the Terrestrial Radio Industry
• Where and When People Listen to the Terrestrial Radio
• Digital Audio Streaming
• Global Media Today & Culture: Being on a Spotify Celebrity Playlist Can Be a Game Changer for New Artists
• Production in the Radio Industry
• Distribution in the Radio Industry
• Exhibition in the Radio Industry
• Production, Distribution, and Exhibition in the Non-Terrestrial Audio Business
• Terrestrial Radio’s Responses to Digital Audio
• Media Ethics and the Construction of Radio Audiences
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 12 The Movie Industry
• The Rise of Motion Pictures
• An Overview of the Modern Motion Picture Industry
• Global Media Today & Culture: The Korean Wave Enters Movie Theaters and Your TV Screen
• Production in the Motion Picture Industry
• The Role of the Majors
• Distinguishing Between Production and Distribution
• The Role of Independent Producers
• The Process of Making a Movie
• Theatrical Distribution in the Movie Industry
• Finding Movies to Distribute
• Releasing Movies
• Marketing Movies
• Theatrical Exhibition in the Motion Picture Industry
• The Relationship Between Distributors and Theater Chains
• Digital Screens
• Convergence and Nontheatrical Distribution and Exhibition in the Motion Picture Industry
• The Shift to Digital Marketing
• The Shift to Online and Mobile Downloads
• The Problem of Piracy
• Media Ethics and the Motion Picture Industry
• Cultural Diversity and Cultural Colonialism
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 13 The Television and Video Streaming Industry
• The Rise of Television
• Television in Its Earliest Forms
• An Overview of the Contemporary Television/Video Industry
• Global Media Today & Culture: Languages and Netflix
• Television Broadcasting
• Production in the Television Industry
• Producing Broadcast Channel Lineups
• Distribution in the Television Industry
• Exhibition in the Television Industry
• Media Ethics: Converging Screens, Social Television, and the Issue of Personalization
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• 14 The Video Game Industry
• The Video Game Industry and Convergence
• The Rise of the Video Game Industry
• The Contemporary Shape of the Video Game Industry
• Video Game Hardware
• Global Media Today & Culture: “Razor and Blades” Strategy in the Video Game Industry?
• The Production of Video Game Software
• Advertising Content and Video Games
• Distribution and Exhibition of Video Games
• Video Games and Convergence
• Media Ethics: Confronting Key Issues
• Concerns About the Denigration of Women
• Concerns About the Cheating of Users
• Video Game Content and Self-Regulation
• Key Terms
• Questions for Discussion and Critical Thinking
• Activity
• Epilogue
• Notes
• Index