目次

Part 1: Connections for Communication Chapter 1: UnderstandingCommunication Concepts in the Internet Age Studying Media Strategically TheInterpersonal Communication Process The "Mass" Communication ProcessComparing Face-to-Face and Mass Communication Chapter 2: Navigating Change:The Rise of Digital and Global Media The Dawn of the Digital Age The Spreadof Global Media Part 2: Publishing Chapter 3: Books: The First and MostRespected Mass Medium The Importance of Books as a Mass Medium Where didBooks Come From? The Digital Future of Books: The Fourth Transition Betweenthe Past and the Future: Book Publishing Today Chapter 4: Newspapers andNews Media: Delivering Information to Society The Importance of Newspapersas a News Medium Newspapers: The First Medium for the Mass Society Trendsthat Shaped Today's Newspapers The Newspaper as a Contemporary Medium TheFuture of the Newspaper Chapter 5: Magazines: Voices for Many InterestsDistinguishing Magazines from Other Media The History of Magazines TheMagazine Industry Today The Future of Magazines Magazines and the DigitalRevolution Part 3: Electronic and Visual Media Chapter 6: Motion Pictures:The Great Entertainer The Development of Movie Technology The Movies Becomea Medium Film as a Contemporary Medium The Movie Industry The MovieAudience Chapter 7: Radio: The Resilient Medium The Development of RadioTechnology Radio Becomes a Mass Medium The Golden Age of Radio TheChallenge of Television Radio as a Contemporary Medium Chapter 8:Television: The Most Influential Medium Cultural Influence of TelevisionThe Birth of Television The Period of Rapid Adoption Alternative toBroadcast Television The VCR and DVD Television as a Contemporary MediumPart 4: Media Audiences, Services and Support Chapter 9: News, Journalism,and Public Affairs News: The Information Function of the Press EncodingStrategies: Packaging the News Journalistic Styles Social and CulturalInfluences on the News Social and Cultural Functions of the News Chapter10: Popular Culture: Entertainment, Sports, and Music The Nature andImportance of Popular Culture Popular Culture as EntertainmentEntertainment Media and Popular Culture Chapter 11: Advertising: Using Mediain the Marketplace Advertising in America: A Brief History The ContemporaryAdvertising Industry Advertising as Persuasive Communication The Role ofAdvertising Research Criticism and Control of Advertising Chapter 12:Public Relations: Influencing Beliefs, Attitudes, and Actions TheDevelopment of Public Relations Public Relations Settings and ActivitiesPublic Relations and the Media Lobbying as Public Relations PublicRelations as an Emerging Profession The Future of the Field Part 5: MediaIssues and Influences Chapter 13: Social Forces: Economics, Technology, andPolicy An Interplay of Forces Searching for the Public Interest Denyingthe Business of Media Enter Media Economics Independence with ControlsPolitical Protections: The Constitutional Framework Linchpins ofCommunication Law Trial by Media Moral Values: Obscenity and PornographyThe Government's Secrets during National Crises Political Constraints: TheAgents of Control Chapter 14: Media Effects: The Processes and Influences ofMass Communication Early Views on Media Influences Media Effects ResearchBegins Beyond the Magic Bullet: Selective and Limited Effects Audiences UseMedia Content to Obtain Gratifications Television and Youth ViolenceLong-Term Influences on Society and Culture Chapter 15: Ethics: AssessingContent and Behavior of the Media Media-wide Ethics Watch New TechnologyChallenges Dimensions of Ethics for the Media Distinguishing Ethics and LawGrowing Concern over Media Ethics Media Criticism and Media EthicsAlternative Approaches to Ethics