an introduction to mass media

TENTH EDITION

Shirley Biagi
California

State University,

Sacramento

~. ~ WADSWORTH
,-.

(ENGAGE

Learning-

Australia Brazil Japan.

Korea. Mexico. Singapore. Spain. United Kingdom. United States

Foreword
Preface

xxix
xxxi

About the Author

PART ONE

xxxiv

The Mass Media Industries

Mass Media and Everyday Life 2
Books: Rearranging the Page 28
Newspapers: Expanding Delivery 46
Magazines: Targeting the Audience 68
Recordings: Demanding Choices 90
Radio: Riding the Wave 110
Movies: Picturing the Future 134
Television: Changing Channels 158
Digital Media: Widening the Web 184

CHAPTER 1
CHAPTER 2
CHAPTER 3
CHAPTER 4
CHAPTER 5
CHAPTER 6
CHAPTER 7
CHAPTER 8
CHAPTER 9

PART TWO

Selling the Message

CHAPTER 10 Advertising: Motivating Customers

212
CHAPTER 11 Public Relations: Promoting Ideas 234

PART THREE

Changing Messages

CHAPTER 12 News and Information: Getting Personal

252
Society, Culture and Politics: Shaping the Issues 274
Law and Regulation: Rewriting the Rules 298
Ethics: Placing Responsibility
334
Global Media: Discovering New Markets 358

CHAPTER 13
CHAPTER 14
CHAPTER 15
CHAPTER 16
Glossary

383

Media Information Resource Guide

Chapter References
Index

387

394

410

Impact Boxes
Foreword
Preface

xxv

xxix
xxxi

About the Author

PART ONE

xxxiv

The Mass Media Industries

CHAPTER 1

Mass Media and Everyday Life

Mass Media Are Everywhere You Are

Media/Impact Audience: Illustration 1.1:Average Time People Spend Using

Mass Media Each Day

Media/Impact Money: Illustration 1.2: U.S. Media Industries Annual

Income

Mass Communication

Becomes Wireless

How the Communication Process Works

8
Media/Impact Culture: Illustration 1.3: Elements of Mass

Communication

~ What Are the Mass Media Industries?

Books 10
Newspapers
10
Magazines
10
Recordings
10
Radio 10
Movies 11
Television
11
The Internet
11

Three Key Concepts to Remember

Mass Media Are Profit-Centered
Competition

Businesses

and Convergence Dominate

Why Media Properties Converge

Advertisers

11
12
14

15

and Consumers Pay the Bills

16

VII

viii

TABLE OF CONTENTS

Technology

Changes Mass Media Delivery and Consumption

16

Phonetic Writing: The First Information Communications Revolution

Printing: The Second Information Communications Revolution
17
Computer Technology: The Third Information Communications
Revolution
18

Media Take Advantage

of Digital Delivery

18

One-Way Versus Two-Way Communication

Dumb Versus Smart Communication
19

How Today's Communications

Media/Impact Audience:
Online
20

Network

18

Operates

19

Children Awake? Then They're Probably

Media/Impact Money: Illustration

Works
21
The
The
The
The

16

1.4: How the Communications

Network

Receiver (You. the Subscriber)

21
Channel (Cable, Telephone. Satellite and Cellular Companies)
Sender (Internet Service Providers)
22
Message (Content)
22

22

Mass Media Both Reflect and Affect Politics, Society and Culture
Why You Should Understand

Mass Media and Everyday

Life

23

23

Review, Analyze, Investigate Chapter 1 24

CHAPTER 2

Books: Rearranging the Page

Publishers Nurture Ideas and Try to Make Money
How American

VI
QI

'"

.
'"

Book Publishing Grew

31

31

Political Pamphlets
31
Novels and Poetry
31
Humor
32
International Copyright Law of 1891 32
Publishing Houses 32
Compulsory Education
32

~
.~ Cheaper
QI

Books Create a Mass Market

Media/Impact Audience: Electronic

the Concept of a Book 33

~
~

Book Clubs
Paperbacks

::J
.<;

~ Grove Press Tests Censorship

&

Reading Devices Are Transforming

34
34

34

u
c:

32

Investors Buy Up Publishing Companies

Book Publishing at Work
Authors and Agents: Where

34

34
Books Begin

How Do Books Get Published?

35

35

Book Industry Has Five Major Markets

Media/Impact Money: Illustration
Money? 37

36

2.1: How Do Book Publishers Make Their

ix

TABLE OF CONTENTS

Adult and Juvenile Trade Books

37
Textbooks
37
Book Clubs and University Press Books
Mass Market Paperbacks
38
Audio Books and E-Books
38

Corporations

Demand

Higher Profits

Subsidiary and International

Blockbusters
38

Rights

37

38
38

Media/Impact People: E-Book Authors Maureen Johnson and Charlie

Huston: With Kindle, the Best Sellers Don't Need to Sell

Chain Bookstores

and Internet

Retailers Compete

Small Presses Seek Specialized

New Technologies

Audiences

Affect Production

39

40

40

and Consumption

41

Changes in Production
41
Changes in Consumption
41

Book Publishing Today Is a Competitive,

Complex

Review, Analyze, Investigate Chapter 2

Business

42

42

CHAPTER 3

Newspapers: Expanding Delivery

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First Mass Medium to Deliver News

49

Publishers Fight for an Independent

Press

49

James Franklin's New Eng/and Courant Establishes an Independent

Tradition
50
Benjamin Franklin Introduces Competition
50
Truth Versus Libel: The Zenger Trial 50
Women's Early Role as Publishers
50
Birth of the Partisan Press 51
The Stamp Act
51 .
The Alien and Sedition Laws 51

Technology

Helps Newspapers

Reach New Audiences

Press

52

~
~

'::,

Frontier Journalism
52
Ethnic and Native American

Newspapers

52

'"
~ Dissident Voices Create the Early Alternative Press 52
]
Media/Impact People: Ida B. Wells Uses Her Pen to Fight 19th Century
I

Racism

54

Newspapers

Seek Mass Audiences

Newspapers

Dominate

and Big Profits

the Early 20th Century

54

55

Competition Breeds Sensationalism

5E?
Yellow Journalism Is Born: Hearst's Role in the Spanish-American
Tabloid Journalism: Selling Sex and Violence
56

Unionization

Encourages

Professionalism

Television Brings New Competition

Alternative

56

57

Press Revives Voices of Protest

57

War

55

TABLE OF CONTENTS

Newspapers Expand and Contract

57
Media/Impact Audience: Illustration 3.1: Percentage of Adults Who Say
They Use Newspapers

Newspapers

at Work

Syndicates

as Their Main News Source

58

58

58

Newspapers

Struggle

to Retain Readers

National Newspapers
Internet Editions
59

59

59

Media/Impact Culture: The Web Eclipses Print Newspapers as a News

Source

60

Media/Impact Audience: Gannett in Big Push for Online High School

Sports

61

Technology

Transforms

Consolidation

Production

62

Increases Chain Ownership

Today's Newspaper

Audience

Is a Moving Target

Media/Impact Money: Illustration

Companies

62
63

3.2: Top 10 U.S. Newspaper

64

Review, Analyze, Investigate Chapter 3

65

CHAPTER 4

Magazines: Targeting the Audience

IMRI

WAYE

Magazines

Reflect Trends and Culture

Colonial Magazines

Tflmsll-~
.....

Magazines

Compete

with Newspapers

Travel Beyond Local Boundaries

Publishers Locate New Readers

Women's Issues
Social Crusades
'"

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a;

71
71

72

72

72
72

Fostering the Arts

73
Political Commentary
73
Postal Act Helps Magazines Grow

~ McClure's Launches Investigative

e>

73

Journalism

~ The New Yorker and Time Succeed Differently

~
.il
Harold Ross and The New Yorker 74
Henry Luce's Empire: Time

73
74

74

Media/Impact People: Muckraker Ida Tarbell Targets John D.

Rockefeller

75

Specialized

Magazines

Companies

Consolidate

Take Over
Ownership

Magazines

Divide into Three Types

Magazines

at Work

75
and Define Readership
76

77

Media/Impact Audience: Illustration 4.1: Top 10 U.S. Consumer

Magazines

Magazines

78

Compete

Segmenting

for Readers in Crowded

the Audience

79

Markets

78

76

TABLE OF CONTENTS

Readers Represent a Valuable Audience for Advertisers

79

Media/Impact World: Vice Magazine: A Cult Glossy Spawns a Global

Media Empire and Gets a Partnership with CNN 80
Magazines' High Failure Rate

81

Media/Impact Money: Rolling Stone. Acme of Counterculture,

That It Will Charge for Web Site 82

Internet Editions Offer New Publishing Outlets

Magazines' Future Is on the Internet
Media/Impact Money: Illustration
Magazine Brands
84

Announces

83

83

4.2: Top 10 Web Sites Associated

with

Media/Impact Culture: Nomad Magazine Will Cater to Mobile Readers

(and Freelancers)
85

Review, Analyze, Investigate Chapter 4

86

CHAPTER 5

Recordings: Demanding Choices

:

Edison Introduces His Amazing Talking Machine

'"
E'" Peter Goldmark Perfects Long-Playing Records
?:

94
94

Q)

William S. Paley Battles David Sarnoff for Record Format

~
Iii

Hi-Fi and Stereo Rock In

94

95

Q)

~ Recording Industry at Work 96

~
~ Concerts Bring In Important Revenue
Four Major Companies Dominate

97

97

Media/Impact

Culture: Whose Tube Is It?

Media/Impact
Buy? 99

Money: Illustration

98

5.1: What Types of Music Do People

Music Sales and Licensing Drive Industry Income

Direct Sales 100
Music Licensing: ASCAP Versus BMI

100

Industry Struggles to Protect Content Labeling

Media/Impact People: Independent
Barros Believes in CDs 101
Overseas Piracy 102
File Sharing on the Internet

Music Industry Wins Legal Action

103

103

103

Illustration

5.2: Who Pays for Music?

Changing Technology Transforms Delivery

Media/Impact World:
Downloads?
105

Music: CEO Glen

Sues Downloaders

U.S. Supreme Court Rules Against File Sharing

Audience:

100

Label Concord

102

Recording Industry Association

Media/Impact

100

104

Is Spotify the Answer to Illegal Music

Internet Brings New Obstacles and New Opportunities

Review, Analyze, Investigate Chapter 5

106

106

104

xi

xii

TABLE OF CONTENTS

CHAPTER 6
'"

I Radio: Riding the Wave

l'

'>

Radio Sounds Are Everywhere

~ Radio Takes a Technological

Leap

.D

go Broadcasting
~

Is Born

113
113

113

Wireless Breakthrough: Guglielmo Marconi

114
Experimental Broadcasts: Reginald Aubrey Fessenden
Detecting Radio Waves: Lee de Forest 114
A Household Utility: David Sarnoff
114

Federal Government

Regulates the Airwaves

115

Government Approves Commercial Broadcasting

Experimental Stations Multiply
115
KDKA Launches Commercial Broadcasting
115

Radio Audience

Expands Quickly

114

115

116

Blanket Licensing
116
Commercial Sponsorship
116
Federal Radio Commission
116

Radio Grows into a Powerful Force

"War of the Worlds" Challenges
Radio Networks

Expand

Media/Impact Audience:
Radio? 118

117

Radio's Credibility

117

118
Illustration

6.1: Where Do People Listen to the

David Sarnoff Launches NBC 119

William S. Paley Starts CBS 119
Edward Noble Buys ABC 119

Radio Adapts to Television

119

Inventor Edwin H. Armstrong Pioneers FM 120

Licensed Recordings Launch Disc Jockeys
120
Clock. Car and Transistor Radios Make Radio a Necessary Accessory
Gordon McLendon Introduces Format Radio 121
Payola Scandals Highlight Broadcast Ethics 121

Radio at Work

122

Congress Creates National

Public Radio

Portability

Help Radio Survive

and Immediacy

Telecommunications

Formats

Money: Illustration
125

Media/Impact

124

125

People: Vin Scully: A City Hangs On His Every Word

Brings Back Payola

126

127

Digital Audio Delivers Internet and Satellite Radio

Digital Delivery Splits Radio Industry Income
Media/Impact

123

6.2: Which Radio Formats Are Most

Divides into Smaller Segments

Competition

123

Radio

124

Radio Depends on Ready-Made

Audience

122

Act of 1996 Overhauls

Are Radio Ratings Accurate?

Media/Impact
Popular?

121

127

128

Culture: You. the D.J.: Online Music Moves to the Cloud

Review, Analyze, Investigate Chapter 6

130

129

TABLE OF CONTENTS

CHAPTER

xiii

Movies: Picturing the Future

Movies Mirror the Culture
Inventors Capture

137

Motion on Film

137

Early Inventors Nurture the Movie Industry

Marey and Muybridge

137

137

Media/Impact Audience: A Second Act for Independent

Experiments
o

Wring Profits from Small Movies

Thomas Edison

.c
l!

William K. L. Dickson

139
139

~
'"
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Auguste and Louis Lumiere

139

Edison Launches American

Movies

.,

Film: Tight-Fisted

138

139

;::

~ Filmmakers

Qj

Turn Novelty into Art

Georges Melies

139

~
J:l

Edwin S. Porter

139

139

~ Studio System and Independent Moviemakers Flourish

140

Media/Impact Culture: Lighting Up a Black Screen: Early "Race Films"

Pioneered the Art of Breaking Stereotypes

Movies Become Big Business

142

Studios Move to Hollywood

Distributors

142

Insist on Block Booking

142

United Artists Champions the Independents

Moviemakers

Use Self-Regulation

New Technology

Labor Unions Organize

142

to Respond to Scandals

Brings the Talkies

Big Five Studios Dominate

141

144

144

Movie Workers

Movies Glitter During the Golden Age

144
144

Congress and the Courts Change Hollywood

The House Un-American

Activities

Movies Lose Their Audience

to Television

Wide Screen and 3-D Movies

Spectaculars

145

Committee

United States v. Paramount Pictures, Inc.

Changes in Censorship

143

145

145

146

146

147

147

Movie Ratings

147

Movies and Money Today

148

Losing Money: Ticket Sales Drop

148

Media/Impact Money: Illustration 7.1:How Much Does It Cost to Make a

Movie? The 10 Most Expensive Movies Ever Made
Ancillary

Rights Fund Projects

Movies at Work

150

Digital Technology
Production
Distribution

149

151
151

Drives the Business

151

149

xiv

TABLE OF CONTENTS

Media/Impact People: Kathryn Bigelow: How Oscar Found

Ms. Right
Exhibition

152

153

International

Markets Bring Concentrated

Global Influence
153
Concentrating Media Power

Power

153

154

Review, Analyze, Investigate Chapter 7

154

CHAPTER 8

Television: Changing Channels

ii:

u
a;

Media/Impact Culture: Illustration 8.1: How Much Time Each Day Do

People Watch Television?

Television Transforms

Daily Life

~ TV Delivers an Audience
~
.<::

161

Visual Radio Becomes

162

to Advertisers

Television

162

763

0..

~ Television Outpaces

Radio

164

News with Pictures

164
Entertainment Programming

164

Media/Impact Culture: Edward R. Murrow (1908-1965)

for Broadcast

News

Sets the Standard

165

Quiz Shows Bring Ethics Scandals

Ratings Target the Audience

167

168

Media/Impact Audience: Illustration 8.2: Measuring the Audience: What

TV Ratings Mean

Newton

169

Minow Criticizes TV as a "Vast Wasteland"

Public Television Finds an Audience

169

170

Satellites Make Transatlantic

TV and Live Broadcasts

Television Changes National

Politics

Possible

171

171

TV News Images Bring Global Events into View

172

Television at Work
172
Media/Impact Money: New Television Studio Technology Saves Money,
Brings the World to Los Angeles

Audiences

Drive TV Programming

Station Ownership

173

174

Changes and Mergers

174

Media/Impact Audience: Illustration 8.3: Top Rated U.S. Regularly

Scheduled Television Programs in 2010

175

The Networks' Shrinking Role 175

How Accurate Are TV Ratings? 176
Cable and Satellite Delivery
176
TV Changes Professional Sports
177
Spanish-Language Television Brings a New Audience

New Technology

Expands TV's Focus

Digital Video Recorders

177
High-Definition Television 178
Video Streaming and 3-D TV 178

177

177

TABLE OF CONTENTS

Television Offers a New Vision 178

Media/Impact Culture: Television Begins a Push into the 3rd Dimension
Review, Analyze, Investigate Chapter 8

XV

179

180

CHAPTER 9

Digital Media: Widening the Web

Digital Communication

Transforms Media

Digital Media Support Convergence

~ 20th-Century
~
~

187

188

Discoveries Made Internet Possible

188

Media/Impact Money: Illustration 9.1: The Evolution of Today's

Convergence:

1978 to 2011 189

~ Web Opens to Unlimited Access 190

Media/Impact Culture: Illustration 9.2: Teen Social Networking
Numbers

by the

191

What Happens to Old Media?

192

Transformation Takes 30 Years

192

Web Access Leaves Some People Behind

192

Media/Impact People: Artful Entrepreneur

Mike Richardson
Book Success in Print. Movies and on the Internet
193

Finds Comic

Internet Combines Commerce, Information and Entertainment

194

Promoting Commerce
194
Accepting Advertising
195
Paying for Online Content
195

Media/Impact Money: Illustration 9.3: How Much Do Businesses Spend

Annually to Advertise

on the Internet?

Mobile Media Chase the Audience

Podcasts

196

197

197

Media/Impact Audience: Illustration 9.4: How Do People Use Mobile

Media?

198

Blogs 198
Personalized Web Pages

198

Media/Impact Culture: Video Game Industry's Public Enemy NO.1 199

Government Attempts to Coordinate and Control the Net
Protection Sought for Intellectual Property Rights
Court Copyright

Challenges

201

FCC Proposes Internet Neutrality

Internet Faces Four Challenges

202
202

Open Access 202

Storage Capacity
203
Compatible Delivery
204
Personal Privacy
205

New Technologies Mix with Old Ideas

Virtual Reality Systems
Personalized Channels
Wikis 207

206

206
207

Review, Analyze, Investigate Chapter 9

207

200

200

xvi

TABLE OF CONTENTS

PART TWO

Selling the Message

., CHAPTER 10

CI>
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! Advertising: Motivating Customers

Q;

19

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Advertising Supports Mass Media

Advertising
Advertising
Advertising
Advertising
Advertising

214

in Newspapers
214
in Magazines
215
on Radio 215
on Television
215
on the Internet
216

Ads Share Three Characteristics

Repetition
216
An Advertising Style

216

216

Media/Impact World: British TV Ads Flaunt Their Arty Side

Ubiquity

217

218

Ads Must Grab Your Attention

218

15 Ways Ads Appeal to Consumers

Advertisers Use Demographics

218

219

Advertising Feeds Consumerism

219
Media/Impact Audience: Why Marathons Are Hot Spot to Chase
Consumers

220

Advertising at Work

221

Media/Impact Culture: Leggo My iPod: Yes. We're Cutting Back, but

Indulgences

Stay

222

Media/Impact Culture: Illustration 10.1:U.S. Consumers' Top 10 Brand

Attachments

in 2010

223

Mass Media Depend on Advertising

223

Commercials on Television
224
Using Print and Radio 224
Internet Delivers Display and Search Advertising

224

Media/Impact Money: Illustration 10.2: Top 10 Advertisers

States

225

Media Industries Compete Fiercely For Clients

Advertising
Advertising

Locally
226
Sales Representatives

Federal Government

226

Regulates Advertisers

The Federal Trade Commission

227
The Food and Drug Administration
227
The Federal Communications
Commission

TV Accepts Hard Liquor Ads

227

227

228

Advertising Business Delivers New Markets

Review, Analyze, Investigate

225

Chapter 10

228
229

in the United

TABLE OF CONTENTS

CHAPTER

xvii

11

~
., Public Relations: Promoting Ideas
Cl

'"
~ PR Helps Shape Public Opinion

236

Q)

~ PR Pioneer Issues "Declaration of Principles"

">'"
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Government Recruits PR Professionals
237
'"
o1;; Women Join PR Firms 238

vi
::i

Professionals Promote Ethics Codes

Public Relations at Work

236

238

238

Financial Public Relations

239
Product Public Relations
239
Crisis Public Relations
239

Public Relations Adapts to the Internet

240
Media/Impact Money: BP Touts Itself as "Green," but Faces PR Disaster
with "BP Oil Spill"

241

Public Relations Joins Ad Agencies

242

Variety of Clients Use Public Relations

242

Government
242
Education
242

Media/Impact Culture: After Recalls, Toyota Monitors Social Media to

Protect Its Reputation

243

Nonprofit Organizations
244
Industry
244
Business 244
Athletic Teams and Entertainment
International
244

Public Relations Organizations

Publicity

Means Free Media

Organizations

244

Offer Many Services

244

245

Public Relations Grows Globally

246
Media/Impact World: Foxconn Crisis Proves Need for Global PR
Review, Analyze, Investigate

PART THREE

247

Chapter 11 248

Changing Messages

CHAPTER 12

~ News and Information: Getting Personal

Cl

E'"

~ Early News Organizations

Cooperate to Gather News

254

Q)

~ Civil War Brings Accreditation

~
Cl:
~

~
1:
w

and Photojournalism

Government Accredits Journalists

Photojournalism Is Born 255

Tabloid News Takes Over

255

255

256

~ Newsreels Bring Distant Events to American

Moviegoers

Newspapers and Radio Personalize World War II

TV News Enters Its Golden Age

257

256

256

xviii

TABLE OF CONTENTS

Media/Impact People: Ernie Pyle: The War Correspondent

War

Who Hated

258

TV and the Cold War

TV News as a Window

259
on the World

259

TV News Changes the Nation's Identity

260

Vietnam Coverage Exposes Reality 260

Watergate Hearings Reveal Politics at Work

News Expands and Contracts

261

Iraq War Produces "Embedded"

Reality Shows and Advertising
The Internet Transforms

260

Reporters

261

Supplements

News Delivery

Internet Personalizes the News

Blur the Line

261

262

262

Media/Impact Audience: Illustration 12.1:Top 10 Internet News Sites

Media/Impact Money: Network
Information

News at a Crossroads

Access Creates a News Evolution

Journalists at Work

263

264

265

265

Media/Impact Culture: How Blogs and Social Media Agendas Relate and
Differ from the Traditional

Press

266

Media/Impact Culture: Illustration 12.2: How Do People Use Social Media

to Share News?

Journalists

267

Focus the Public's Attention

Are Journalists

Biased?

269

How the Public Perceives the Press

Credibility

Attracts

268

the Audience

269
270

Review, Analyze, Investigate Chapter 12

270

CHAPTER 13

Society, Culture and Politics:

Shaping the Issues
Early Mass Media Studies Assess Impact
Scholars Look for Patterns

276

276

The Payne Fund Studies

277
The Cantril Study
277
The Lasswell Model 277

How TV Affects Children's Behavior

Television in the Lives of Children
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277
277

Media/Impact Audience: Illustration 13.1:Lasswell's Model

278

Television and Social Behavior

278
The Early Window
278
Television Advertising to Children
279
Linking TV to School Performance
279

Media/Impact Audience: New Study Says Toddler TV Time Causes School

Problems Later

280

TABLE OF CONTENTS

Do the Mass Media Cause Violence?

. 281

National Political Campaigns Depend on Mass Media

The Fireside Chats 281
Media/Impact Culture: Brutal Truths About Violence
The People's Choice
283
The Unseeing Eye 283
Election Campaigns on Television

Cost of Political Advertising

xix

281
282

284

Skyrockets

284

Voters and Campaigns Use the Internet and Social Media

285
Media/Impact Money: Illustration 13.2: TV Political Campaign Spending in
Presidential Elections. 1972-2008 286
Mass Media Reflect Cultural Values
287
Silencing Opposing Viewpoints
287
Losing a Sense of Place 287
Media/Impact Money: Political TV Ad Spending Sets Record: October
2010 Is the Busiest Month in History for Political Ads on TV 288
Stereotyping
289
Media Slow to Reflect Ethnic Diversity

290

Mass Media Face Gay and Lesbian Issues

290

Media/Impact Culture: Study Says Stick to Skinny Models for Fat

Profits:
291
How to Gauge Media Effects

292

Review, Analyze, Investigate Chapter 13

293

CHAPTER 14
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I Law and Regulation:

~

~ Rewriting the Rules

o
n.

~ U.S. Constitution Sets Free Press Precedent

300
~
:J Government
Tries to Restrict Free Expression
300
E
The Alien and Sedition Laws of 1798 300
~
c
The Espionage Act of 1918 300
J!!
til
The Smith Act of 1940 301
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HUAC and the Permanent

Prior Restraint Rarely Used

Near v. Minnesota

Subcommittee

on Investigations

301

301

301

Media/Impact Culture: Excerpts from the 1943 Code of Wartime Practices

for American Broadcasters
302
The Pentagon Papers 303
The Progressive Case 303
Government

Manages War Coverage

303

Restricting Press Access in Grenada

303
News Blackouts and Press Pools During the Gulf War
; War in Afghanistan
304
"Embedded" Reporters During Iraq War 304
Photographs of War Fatalities
304

303

XX

TABLE OF CONTENTS

WikiLeaks

Challenges

Government

Secrecy

Librarians Resist the PATRIOT Act

305

305

Media/Impact World: What Would Daniel Ellsberg Do with the Pentagon

Papers Today?

306

What Is the Standard

for Obscenity?

307

Local Efforts
307
U.s. Supreme Court Writes Obscenity
School Boards as Censors 309
The Hazelwood Case 309

Criteria

308

Media/Impact Culture: Texas Board Adopts New Social Studies

Curriculum

310

Libel Law Outlines the Media's Public Responsibility

311

Sullivan Case Establishes a Libel Landmark

311
Redefining the Sullivan Decision
312
Charges and Defenses for Libel 313
Legal Outcomes Reflect Mixed Results 313
Internet Comments Bring SLAPP Suits 313

Invasion of Privacy Defined Four Ways

314

Physical or Mental Solitude

314
Embarrassing Personal Facts 314
Bartnicki v. Vopper
315
False Light
315
Right of Publicity
315

Debate Continues
Laws 316

over Fair Trial, Courtroom

Fair Trial 316

Courtroom Access
Shield Laws 316

Access and Shield

316

Media/Impact Audience: Illustration 14.1:Cameras in the Courtroom:

A State-by-State

FCC Regulates

Guide

Broadcast

Telecommunications

317

and Cable

318

Act of 1996 Changes the Marketplace

Goal: To Sell Consumers "The Bundle"

Targeting the "Power User" 319

Deregulation

Unleashes the Media

318

319

320

Creates a Goal of Universal Service 320

Deregulates Free Media 320
Relaxes Ownership and Licensing Rules 320
Creates Local Phone Competition
320
Ends Cable Rate Regulation
321

Congress Attempts

to Use Communications

Decency Act

Adds Program Blocking

321
Addresses Indecent Material on the Internet
322
Child Online Protection Act Fails 322
Supreme Court Upholds Internet Filters for Public Libraries

TV Industry Agrees to Ratings and the V-Chip

323

321

322

TABLE OF CONTENTS

Government
Intellectual

Monitors Broadcast
Property

Indecency

Rights Affirmed

xxi

323

324

Digital Millennium Copyright Act 324

New York Times Co. v. Tasini 325
Metro-Goldwyn-Mayer
Studios Inc. v. Grokster Ltd. and Arista Records LLC
v. Lime Group LLC. 325

FCC Advocates

Internet

Courts and Regulators

Regulation

326

Govern Advertising

Central Hudson Case 326

Texas Gulf Sulphur Case 326
Government Regulates Advertisers

and PR

327

Law Must Balance Rights and Responsibilities

Review, Analyze,

Investigate

326

Chapter

14

327

328

CHAPTER 15

.~

Ethics: Placing Responsibility

Ethics Define Responsibilities

'"
~ Truthfulness Affects Credibility
Qj

~
~
g>

--_......

~
o

Hidden Motives or Sponsors

Misrepresentation
337
Disinformation
339

336
337
337

Fairness Means Evenhandedness

Insider Friendships

340

340

Media/Impact People: Keith Olbermann and Joe Scarborough

Over Campaign

Donations

Suspended

341

Conflicts of Interest
342
Checkbook Journalism
342

Privacy Involves Respect

Reporting

an Illness

343

343

Media/Impact Money: A Publisher Stumbles Publicly at The Washington

Post
Reporting

Responsibility

344
on Rape

345

Brings Trust

A Staged Event

345

345

Media/Impact Culture: My Kid. the Ratings Bonanza: Beyond the "Balloon

Boy" Saga

346

Fabricated Documents
Phony Web Story
347

Five Philosophical

347

Principles Govern Media Ethics

Media's Ethical Decisions Carry Consequences

Professional Associations

Proscribe Behavior

347

348
348

Society of Professional Journalists Outlines Conduct

349
Radio Television Digital News Association (RTDNA) Code Covers Electronic
News 349

xxii

TABLE OF CONTENTS

Public Relations Society of America Sets Standards

Media Organizations

Respond to Criticism

News Councils
352
Readers' Representatives
Correction Boxes 352

Professional

352

352

Ethics Preserve Media Credibility

Review, Analyze, Investigate Chapter 15

CHAPTER

351

352

353

16

Global Media: Discovering

New Markets
~
~'" World Media Systems Vary
'"

<Jl

____::.l....--::;.~_._.:.._-"-_-==

6
(5
.
a.
<l:

360

Five Political Theories Describe How World Media Operate

360

The Soviet Theory

361
The Authoritarian Theory
361
The Libertarian Theory
361
The Social Responsibility Theory
The Developmental Theory
362

Western

362

Europe and Canada Are Similar to the United States

Print Media 363

Broadcast Media

363

Eastern Europe Is in Transition

Print Media 365
Broadcast Media

363

364

365

Middle Eastern and North African Media Work Under Government

Controls
365
Print Media

365

Media/Impact People: Beaten Russian Reporter Mikhail Beketov

Convicted
Broadcast

of Slander

Media

366

367

Media/Impact World: How the Egyptian Government

Internet

African Media Find a New Voice

Print Media 369
Broadcast Media

369

370

Media Explode in Asia and the Pacific

Japan 370
Australia
370
India 371
People's Republic of China

Government,
American
Print Media

Killed the

368

370

371

Large Corporations and Family Dynasties Control Latin

and Caribbean Media
371
371

TABLE OF CONTENTS

Media/Impact Audience:
Great Firewall
372
Broadcast

International

Media

Despite Censorship, Cracks Widen in China's

373

Herald Tribune Seeks a Global Audience

Critics Cite Western Communications

Media/Impact World: International
1887 - Today
374

Bias

373

373

Herald Tribune Timeline

Media/Impact World: Illustration 16.1:Top 10 Countries with Public

Wireless Locations (Hot Spots)
375

Internet Expands Media's Global Reach

Cell Phones Open Communications

375

Channels

376

Reporters Risk Their Lives To Report World Events

Media/Impact Culture: Reporters
Attacks
377

Global Media Chase International

Ideas Transcend Borders

Without

Consumers

378

Review, Analyze, Investigate Chapter 16

Glossary

Chapter References
Index

379

383

Media Information Resource Guide

410

394

376

Borders Monitors

387

377

Press

xxiii

Impact Boxes
CHAPTER 1
Media/Impact Audience: Illustration 1.1:
Average Time People Spend Using Mass
Media Each Day 5
Media/Impact Money: Illustration 1.2: U.S.
Media Industries Annual Income
6
Media/Impact Culture: Illustration 1.3:
Elements of Mass Communication
9
Media/Impact Audience: Children Awake?
Then They're Probably Online
20
Media/Impact Money: Illustration 1.4: How the
Communications
Network Works
21

Media/Impact Money: Illustration 4.2: Top

10 Web Sites Associated with Magazine
Brands
84
Media/Impact Culture: Nomad Magazine
Will Cater to Mobile Readers (and
Freelancers)
85

CHAPTER 5
Media/Impact

Culture: Whose Tube Is It?

98

Media/Impact Money: Illustration 5.1: What

Types of Music Do People Buy? 99

CHAPTER 2
Media/Impact Audience: Electronic Reading
Devices Are Transforming the Concept of a
Book 33
Media/Impact Money: Illustration 2.1: How Do
Book Publishers Make Their Money?
37
Media/Impact People: E-Book Authors Maureen
Johnson and Charlie Huston: With Kindle, the
Best Sellers Don't Need to Sell 39

CHAPTER 3
Media/Impact People: Ida B. Wells Uses Her
Pen to Fight 19th Century Racism 54
Media/Impact Audience: Illustration 3.1:
Percentage of Adults Who Say They
Use Newspapers as Their Main News
Source (includes Internet and cell phone
readers)
58
Media/Impact Culture: The Web Eclipses Print
Newspapers as a News Source
60
Media/Impact Audience: Gannett in Big Push
for Online High School Sports
61
Media/Impact Money: Illustration 3.2: Top 10
U.S. Newspaper Companies
64

CHAPTER 4
Media/Impact People: Muckraker Ida Tarbell
Targets John D. Rockefeller
75
Media/Impact Audience: Illustration
U.S. Consumer Magazines
78

Media/Impact Money: Rolling Stone, Acme

of Counterculture, Announces That It Will
Charge for Web Site 82

4.1: Top 10

Media/Impact World: Vice Magazine: A Cult

Glossy Spawns a Global Media Empire and
Gets a Partnership with 'CNN 80

Media/Impact People: Independent Label

Concord Music: CEO Glen Barros Believes in
CDs 101
Media/Impact Audience:
Pays for Music? 104

Illustration

5.2: Who

Media/Impact World: Is Spotify the Answer to

Illegal Music Downloads?
105

CHAPTER 6
Media/Impact Audience: Illustration 6.1: Where
Do People Listen to the Radio? 118
Media/Impact Money: Illustration 6.2: Which
Radio Formats Are Most Popular?
125
Media/Impact People: Yin Scully: A City Hangs
On His Every Word
126
Media/Impact Culture: You, the D.J.: Online
Music Moves to the Cloud
129

CHAPTER 7
Media/Impact Audience: A Second Act for
Independent Film: Tight-Fisted Experiments
Wring Profits from Small Movies 138
Media/Impact Culture: Lighting Up a Black
Screen: Early "Race Films" Pioneered the
Art of Breaking Stereotypes
141
Media/Impact Money: Illustration 7.1:How
Much Does It Cost to Make a Movie? The 10
Most Expensive Movies Ever Made 149
Media/Impact People: Kathryn Bigelow: How
Oscar Found Ms. Right 152

xxv

xxvi

IMPACT BOXES

CHAPTER

CHAPTER

11

Media/Impact Culture: Illustration 8.1: How

Much Time Each Day Do People Watch
Television?
161

Media/Impact Money: BP Touts Itself as

"Green," but Faces PR Disaster with "BP Oil
Spill" 241

Media/Impact Culture: Edward R. Murrow

(1908-1965) Sets the Standard for
Broadcast News 165

Media/Impact Culture: After Recalls, Toyota

Monitors Social Media to Protect Its
Reputation
243

Media/Impact Audience: Illustration 8.2:

Measuring the Audience: What TV Ratings
Mean 169

Media/Impact World: Foxconn Crisis Proves

Need for Global PR 247

Media/Impact Money: New Television Studio

Technology Saves Money, Brings the World
to Los Angeles
173
Media/Impact Audience: Illustration 8.3: Top
Rated U.S. Regularly Scheduled Television
Programs in 2010 175
Media/Impact Culture: Television Begins a
Push into the 3rd Dimension
179

CHAPTER

CHAPTER 12
Media/Impact People: Ernie Pyle: The War
Correspondent
Who Hated War 258
Media/Impact Audience: Illustration
Internet News Sites 263
Media/Impact Money: Network
Crossroads
264

12.1:Top

News at a

Media/Impact Culture: How Blogs and Social

Media Agendas Relate and Differ from the
Traditional Press 266

Media/Impact Money: Illustration 9.1: The

Evolution of Today's Convergence: 1978 to
2011 189
Media/Impact Culture: Illustration 9.2: Teen
Social Networking by the Numbers
191

Media/Impact Culture: Illustration 12.2: How

Do People Use Social Media to Share
News? 267

CHAPTER

13

Media/Impact People: Artful Entrepreneur

Mike Richardson Finds Comic Book Success
in Print. Movies and on the Internet
193

Media/Impact Audience: Illustration

Lasswell's Model
278

Media/Impact Money: Illustration 9.3: How

Much Do Businesses Spend Annually to
Advertise on the Internet?
196

Media/Impact Audience: New Study Says

Toddler TV Time Causes School Problems
Later 280

Media/Impact Audience: Illustration 9.4: How

Do People Use Mobile Media? 198

Media/Impact
Violence

Media/Impact Culture: Video Game Industry's

Public Enemy NO.1 199

Media/Impact Money: Illustration 13.2: TV

Political Campaign Spending in Presidential
Elections, 1972-2008
286

13.1:

Culture: Brutal Truths About

282

Media/Impact World: British TV Ads Flaunt

Their Arty Side 217

Media/Impact Money: Political TV Ad

Spending Sets Record: October 2010 Is the
Busiest Month in History for Political Ads on
TV 288

Media/Impact Audience: Why Marathons

Hot Spot to Chase Consumers
220

Media/Impact Culture: Study Says Stick to

Skinny Models for Fat Profits:
291

CHAPTER 10

Are

Media/Impact Culture: Leggo My iPod: Yes,

We're Cutting Back, but Indulgences
Stay 222
Media/Impact Culture: Illustration 10.1: U.S.
Consumers' Top 10 Brand Attachments
in
2010 223
Media/Impact Money: Illustration 10.2: Top 10
Advertisers in the United States 225

CHAPTER

14

Media/Impact Culture: Excerpts from the 1943

Code of Wartime Practices for American
Broadcasters
302
Media/Impact World: What Would Daniel
Ellsberg Do with the Pentagon Papers
Today?
306

xxvii

IMPACT BOXES

Media/Impact Culture: Texas Board Adopts

New Social Studies Curriculum

310

Media/Impact Audience: Illustration 14.1:

Cameras in the Courtroom:
State Guide 317

A State-by-

Media/Impact People: Beaten Russian

Reporter
Slander

Mikhail Beketov Convicted

366

of

Media/Impact World: How the Egyptian

Government

CHAPTER 15

Killed the Internet

368

Media/Impact Audience: Despite Censorship,

Media/Impact People: Keith Olbermann

and Joe Scarborough
Campaign Donations

CHAPTER 16

Suspended
341

Over

Media/Impact World: International

Tribune Timeline 1887 - Today

Media/Impact Money: A Publisher Stumbles

Publicly at The Washington Post

Cracks Widen in China's Great Firewall

344

Media/Impact Culture: My Kid, the Ratings

Bonanza: Beyond the "Balloon Boy"
Saga 346

372

Herald
374

Media/Impact World: Illustration 16.1:Top 10

Countries with Public Wireless Locations
(Hot Spots)
375

Media/Impact Culture: Reporters Without

Borders Monitors Press Attacks

377