11TH EDITION

Dynamicsof MassCommunicationedia in Transition

Joseph R. Dominickuniversity ot Georgia, Athens (retired)

• Connect_ Learnu r a w SucceedHill

» Contents

> PART I The Nature andHistory of MassCommunication 1

Chapter 1Communication: Mass andOther Forms 2The Communication Process 4

Encoding: Transmitting the Message 4Decoding: Receiving the Message 5Feedback 5Noise 6

Communication Settings 7Interpersonal Communication 7Machine-Assisted InterpersonalCommunication 7Mass Communication 9Defining Mass Media 12

Mass Media in Transition 12Technology 13Economics 14Social Trends 14

Characteristics of Media Organizations 14Formal Organizational Structure 15Gatekeepers 15Large Operating Expenses 16Competition for Profits 16

The Internet: Mass and Interpersonal Channel? 17Models for Studying Mass Communication 18Transition: Emerging Media Trends 19

Audience Segmentation: The End of MassCommunication As We Know It? 20Convergence 20Increased Audience Control 23Multiple Platforms 23User-Generated Content 24Mobile Media 25Social Media 25

Chapter 2Perspectives on Mass Communication 28Functional Analysis 30

The Role of Mass Communicationin Society 30Functions of Mass Communicationfor Society 30How People Use the Mass Media 38

Critical/Cultural Studies 43A Brief History 43Key Concepts 46

Chapter 3Historical and Cultural Context 50

52Before Mass CommunicationPrinting 52

Effects of the Gutenberg Revolution 53Technology and Cultural Change 54

Conquering Space and Time: The Telegraph andTelephone 55

Development of the Telegraph 55The Cultural Impact of the Telegraph 56Government and Media 57A Change in Perspective 57

Capturing the Image: Photography andMotion Pictures 58

Early Technological Development 58Photorealism and Mathew Brady 59Photography's Influence on Mass CulturePictures in Motion 60Motion Pictures and American Culture 60

News and Entertainment at Home: Radio andTelevision Broadcasting 61

Radio Broadcasting 62The Cultural Impact of Radio 63Television Broadcasting 64The Cultural Impact of TV 64

The Digital Revolution 65Mobile Media 69Social Media 72Concluding Observations: The Impact ofNew Media 74

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> PART II Media 79Chapter 4Newspapers 80A Brief History 82

Journalism in Early America 82The Beginnings of Revolution 82The Political Press: 1790-1833 83Birth of the Mass Newspaper 83The Penny Press 84Newspapers as Big Business 85Yellow Journalism 86The Early 20th Century 86The Impact of the Great Depression 87Postwar Newspapers 87Contemporary Newspapers: Strugglingto Survive 88

Newspapers in the Digital Age 89Transitions 89Online Newspapers 89Mobile Media 90User-Generated Content 91Social Media 91

Defining Features of Newspapers 91Organization of the Newspaper Industry 92

Print Dailies 93Print Weeklies 94Maintaining Old and Attracting New Readers 95Special-Service and Minority Newspapers 95Organization of Online Newspapers 97

Newspaper Ownership 97Producing the Print and Online Newspaper 98

Departments and Staff 98Prepublication Routine 99

The Economics of Newspaper Publishing 100Revenue 100Expenses 100Is Online the Answer? 101Will Newspapers Survive? 102

Feedback for Newspapers 102The Audit Bureau of Circulations 102Newspaper Audiences 104

Career Outlook: The Newspaper Industry 104

Chapter 5Magazines 108A Brief History 110

The Colonial Period 110After the Revolution 110The Penny-Press Era 110The Magazine Boom 111Between the Wars 112The Postwar Period 113Contemporary Magazines 113

Magazines in the Digital Age 115Transition 116Replica Editions 117Mobile Magazines 117User-Generated Content 117Social Media 117

Defining Features of Magazines 118Organization of the Magazine Industry 118

Content Categories 119Functional Categories 121

Magazine Ownership 123Producing the Magazine 124

Departments and Staff 124The Production Process 124

Economics 125Feedback for Magazines 126

Magazine Audiences 127Career Outlook: The Magazine Industry 128

Chapter 6Books 130A Brief History 132

Colonial America 132The Penny-Press Era 132

Contents ix

The Paperback Boom 133The Early 20th Century 133Postwar Books: Paperbacks andConsolidation 133The Contemporary Book Industry 134

Books in the Digital Age 135Transition 135The E-Book 135Printing on Demand 136Mobile Books 137User-Generated Content 137Social Media 137

Defining Features of Books 137Organization of the Book Industry 138

Publishers 138Distributors 139Retailers 139

Ownership in the Book Industry 140Producing the Book 141

Departments and Staff 141The Publication Process 141

The Economics of Book Publishing 142Feedback in Book Publishing 145

Audiences 145Career Outlook: The Book Publishing Industry 146

Chapter 7Radio 148A Brief History 150

The Birth of Commercial Radio 150The Commercialization of Radio 152The Depression Years and World War II 153Innovation and Change: 1945-1954 154Growth and Stabilization: 1955-1990 155Contemporary Radio 156

Radio in the Digital Age 157Transition 157Terrestrial Stations on the Web 157Internet Radio 158HD Radio 159Satellite Radio 159Mobile Radio 160User-Generated Content 160Social Media 160

Defining Features of Radio 160

Organization of the Terrestrial RadioIndustry 161

Local Stations, Nets, and Syndicators 161AM and FM Stations 161Station Formats 162Noncommercial Radio 164

Organization of Online Radio 166Ownership in the Radio Industry 166Producing Radio Programs 167

Departments and Staff 167Putting Together a Program 167

The Economics of Radio 168Sources of Revenue 168General Expenses 169

Feedback for Radio 170Meters and Diaries 170Ratings and Shares 171Radio Audiences 172

Career Outlook: The Radio Industry 173

Chapter 8Sound Recording 176A Brief History 178

Early Technologies 178Rivalry and Growth 178The Impact of Radio on the RecordingIndustry 179The Depression Years 179World War II and After 180The Coming of Rock and Roll 181The Commercialization of Rock 181The British Invasion 181Transitions 182Industry Trends: 1970s-1990s 183The Contemporary Sound RecordingIndustry 183

Sound Recording in the Digital Age 185Transition 185The Rise of the iPod 187The Decline of the CD 187New Products 188Mobile Music 188User-Generated Content 188Social Media 189

Defining Features of Sound Recording 189

Contents

Organization of the Recording Industry 189Talent 190Production 190Distribution 190Retail 192

Ownership in the Recording Industry 192Producing Records 192

Making a Recording 193The Economics of Sound Recording 194

Economic Trends 194New Business Models 194Rock Performers: The Bottom Line 195

Feedback for Sound Recording 196Billboard Charts 196Sound Recording Audiences 197

Career Outlook: The Recording Industry 197

Chapter 9Motion Pictures 200A Brief History 202

Early American Cinema 202The Roaring Twenties 206The Coming of Sound: The Late 1920s 206The Studio Years: 1930 -1950 207The Reaction of the Film Industry to TV 208Realignments: The Film Industry from1960 to 1990 209Contemporary Trends 211

Motion Pictures in the Digital Age 211Transition 211Making Digital Movies 211Digital Distribution to Theaters 212Digital Distribution to the Home 212Digital Projection 212Mobile Movies 213User-Generated Content 213Social Media 213

Defining Features of Motion Pictures 214Organization of the Film Industry 215

Production 215Distribution 216Exhibition 216

Ownership in the Film Industry 216Producing Motion Pictures 217

Preproduction 217Production 218Postproduction 219

The Economics of Motion Pictures 219Financing a Film 220Dealing with the Exhibitor 221Promoting a Film 222

Feedback for Motion Pictures 222Box Office 222Market Research 223Motion Picture Audiences 224

Movies at Home 224Career Outlook: The Film Industry 225

Chapter 10Broadcast Television 228A Brief History 230

The 1950s: Television Takes Off 230Coming of Age: Television in the 1960s 231The 1970s: Growing Public Concern 232The 1980s and 1990s: IncreasedCompetition 233Cable's Continued Growth 233New Technologies 234

Contemporary Broadcast Television 235Television in the Digital Age 236

Transition 236Broadcasters and the Web 236Broadcasters and Broadband 236Mobile TV 237User-Generated Content 237Social Media 238

Defining Features of Broadcast Television 238Organization of the Broadcast TelevisionIndustry 239

Production 239Distribution 240Exhibition 242

Ownership in the Television Industry 242Producing Television Programs 243

Departments and Staff 243Getting TV Programs on the Air 243

The Economics of Broadcast Television 245Commercial Time 245Where Did the Money Go? 246

Public Broadcasting 247A Brief History 247Programming and Financing 247

Home Video 249

Contents

Feedback for Broadcast Television 250Measuring TV Viewing 250Ratings Reporting 252Television Audiences 253

Career Outlook: The Broadcast TelevisionIndustry 254

Chapter 11Cable, Satellite, and InternetTelevision 258A Brief History 260Cable, Satellite, and Internet TV in theDigital Age 263

Transition 263Mobile Media 264User-Generated Content 264Social Media 265

Defining Features of Cable, Satellite, andInternet TV 265Organization of the Cable and SatelliteIndustries 265

Structure: Cable TV 266Programming and Financing: Cable TV 266Pay-per-View (PPV) 268Video-on-Demand (VOD) 268Structure: Satellite TV 269Programming and Financing: Satellite TV 269Ownership of Cable and Satellite TV 270

Internet Video 271Structure: Sources and Content 271Microcasting 274

Feedback for Cable, Satellite, and Internet TV 275Audience 275

Career Outlook: Cable, Satellite, and InternetTV Industries 276

Chapter 12The Internet and theWorld Wide Web 278A Brief History of the Computer 280The Internet 282 \

From ARPANET to Internet 282Structure and Features of the Internet 283

E-Mail 284Newsgroups 284World Wide Web 284

The Evolving Internet 286Broadband 286Going Mobile: The Wireless Web 287Web 2.0 287Monetizing the Web 288Blogs 289

The Economics of the Internet and the Web 290The Internet and the National Economy 291E-Commerce 291Web Site Economics 291

Feedback for the Internet 293Audiences 294

The Social Implications of the Internet 295A New Model for News 295Lack of Gatekeepers 296Information Overload 296Privacy Concerns 297Escapism and Isolation 297

The Future: The Evernet 298Career Outlook: The Internet and theWorld Wide Web 299

> PART III Specific MediaProfessions 301

Chapter 13News Gathering and Reporting 302Deciding What Is News 304The News Business 305News Reporting in the Digital Age 307

More Sources of News 307Blogs 307Citizen Journalism 308Hyperlocal News 308The Converged Journalist 309New Tools 309

XII Contents

Categories of News and Reporting 310Hard News 310Soft News 311Investigative Reports 312

The News Flow 312Print Media 312Broadcast/Cable Media 313Online Media 314

The Wire Services 314Media Differences and Similarities inNews Coverage 315Readership and Viewership 317Career Outlook: News Gathering andReporting 318

Chapter 14Public Relations 322Defining Public Relations 324A Brief History 325Public Relations in the Digital Age 329

Communicating with the Audience 329Communicating with the Media 329New Channels of Feedback 330

Organization of the Public RelationsIndustry 330PR Departments and Staff 333The Public Relations Program 333

Information Gathering 334Planning 334Communication 335Evaluation 336

The Economics of Public Relations 337Career Outlook: Public Relations 338

Chapter 15Advertising 340Defining Advertising 342

Functions of Advertising 342Types of Advertising 342

A Brief History 343Advertising in the Digital Age 348

Audience Control 348New Channels 348User-Generated Content 349Decoupling 349

Organization of the Consumer AdvertisingIndustry 350

Advertisers 350Agencies 350Media 352

Producing Advertising 353Departments and Staff 353The Advertising Campaign 354Advertising Research 357

The Economics of Advertising 358Advertising Volume in Various Media 358Agency Compensation 358

Business-to-Business Advertising 359Consumer Versus Business-to-BusinessAdvertising 359Media 361Appeals 361

Career Outlook: Advertising 362

> PART IV Regulation of theMass Media 365

Chapter 16Formal Controls: Laws, Rules,Regulations 366The Press, the Law, and the Courts 368

A Free Press 368Prior Restraint 368

Protecting News Sources 370The Reporter's Privilege 371Search and Seizure 372

Covering the Courts 373Publicity Before and During a Trial 373Gag Rules 374Cameras and Microphones in theCourtroom 375

Contents

Reporters' Access to Information 376Government Information 376Access to News Scenes 376

Defamation 377Defenses Against Libel Suits 378Defamation and the Internet 380

Invasion of Privacy 382The Right to Privacy 382Trespass 383

Copyright 384Obscenity and Pornography 387Regulating Broadcasting 388

The Federal CommunicationsCommission 388Indecent Content 390The Equal Opportunities Rule 392The Fairness Doctrine 392

Regulating Cable TV 392The Telecommunications Act of 1996 393Regulating Advertising 394

Deceptive Advertising 394Commercial Speech Under the FirstAmendment 395

Conclusion 396

Chapter 17Ethics and Other Informal Controls 398Personal Ethics 400

Ethical Principles 400A Model for Individual Ethical Decisions 401

Performance Codes 403The Print Media 403Broadcasting 404Motion Pictures 405The Advertising Industry 408

Internal Controls 408Organizational Policy: Television Networks'Standards and Practices 409Organizational Policy: Newspapers andMagazines 410Media Self-Criticism 411Professional Self-Regulation inAdvertising 412

Outside Influences 413Economic Pressures 413Pressure Groups 415Education 416

> PART V Impact of the Media 419

Chapter 18International and Comparative MediaSystems 420International Media Systems 422

Global Print Media 422Global Broadcasting 423Film and TV 424

World Media Online 425Comparative Media Systems 427

Theories of the Press 427Control and Ownership of the Media 429Role of the Media in Various Countries 430Economic Differences in Media Systems 431

Examples of Other Media Systems 432Japan 432Mexico 435China 437

Chapter 19Social Effects of MassCommunication 442Investigating Mass CommunicationEffects 444Effects of Mass Communication onKnowledge and Attitudes 444

Media and Socialization 444The Media as a Primary Source ofInformation 445Shaping Attitudes, Perceptions, andBeliefs 445Cultivation Analysis 448Agenda Setting 450

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Media Effects on Behavior: A Short History 451The Impact of Televised Violence 452

Survey Results 452Experimental Results 454The Catharsis Versus Stimulation Debate 455Field Experiments 455What Can We Conclude? 455Video Game Violence 456

Encouraging Prosocial Behavior 456Experiments 457Surveys 457Research Results 457

Political Behavior Effects 458Negative Advertising 458Mass Media and Voter Choice 459

Televised Debates 460Television and the Political Behavior ofPoliticians 460

Research About the Social Effects of theInternet 461Communication in the Future: The SocialImpact 461

Threats to Privacy 461Fragmentation and Isolation 462Communication Overload 463Escape 463

Glossary 466Credits 473Index 475