Mary В. Cassata State University of New York at Buffalo

Molefi К. Asante State University of New York at Buffalo

Mass Communication Principles and

Practices Macmillan Publishing Co., Inc.

New York

Collier Macmillan Publishers London

Contents

Part One Chapter 1. Introduction 5 Mass Communication: T h e Process of Communication 6

Fundamentals E l e m e n t s o f t h e P r o c e s s M o d e l 7

Interpersonal and Mass Communication 9

Immediate Theme Control 11

Emphasis and Restatement 11

Sensory Stimulation 12

Feedback 12

The Multiplicative Factor 13

The System Concept 14

Chapter 2. Roots 19 The Communication Revolution 19

Summary of Significant Events 40

Chapter 3. Mass Communication Constituents 43 Reproduction 44

Circulation 46

Feedback 49

Support 51

Ownership 54

Part One Readings 57

Part Two Chapter 4. Mass Communication *TL *• i r». • Models and Theories 63 Theoretical Dimensions , , , , » . _ , , ^

Verbal Models 65

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Diagrammatic or Graphic Models 66

Mathematical Models 72

Relationship Between Models and Theories 72

The Communicator Component 73 Authoritarian Theory

Libertarian Theory Social Responsibility Theory

Soviet-Communist Theory Power of the Press Theory, Bullet Theory, Hypodermic Needle Theory

A Final Word

The Message Component 80 Cultural Indicators

Agenda-Setting Hypotheses The Channel Component 82

McLuhan's Theories The N-Step Flow Models

The Audience Component 84 Individual Differences Perspective

Social Categories and Social Relationships Theories Cultural Norms Theory

Ludenic Theory: Play Summary

The Effects Component 87 Uses and Gratification Approach

Social Learning Theory Theory of Effects and No-Effects Theory

Theories of Violence 89

Summary 95

Chapter 5. Mass Communication Effects 97 Audience Saturation/Impact Studies 97

Functions of Mass Communication 99

Mass Media Accessibility 100

General Considerations 102

Dramatic Effects 104 Case History 1 Case History 2 Case History 3

Learning Without Involvement 106

Modeling and Imitation 106 Uses and Gratifications Studies 107

Conclusion 109

Part Two Readings 111

C O N T E N T S XV

Part Three Chapter 6. Mass Communication: National <y .. i « and International Perspectives 117 _ , _ International News-Gathering International Systems Agencies 117

How Does an Agency Function? 122 Contrasting Media Systems 125

United States The Soviet System

Federal Republic of Germany Japan

Nigeria

Chapter 7. International Satellite Systems 135 Capabilities of Satellites 135

Uses of Communication Satellites 136 Characteristics 137

Educational Television 140 International Satellite Systems 140

Substitute Satellites Intelsat

Chapter 8. Film: an International Medium 143 Beginnings 146

The Rise of the Narrative Film 147 The Documentary Film 148

The Naturalist 149 The Realist 149

The Newsreel 150 The Propagandist 150

Cinema Verite 151 The Entertainment Film 155

The Stars Are Born 157 Hollywood in Decline 159

Part Three Readings 162

Part Four Chapter 9. Mass Communication Mass Communication: „ , „ ^ M . , ,_., „ Regulations and Control 169 Controls and Challenges

Regulation 169

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XVI C O N T E N T S

Legal 169 The Fairness Doctrine

The FCC and Its Muscles FCC Operation

Programming Categories The FCC and the News

The Federal Trade Commission and the Food and Drug Administralion The Copyright Law

Obtaining a Copyright Ascertaining Copyright Status

Economic 182 The Advertising Factor

Social 184 The Good

The Presentation of Truth The Revelation of Error

The Education of the Public The Basis of Broadcasting

The Means-End Controversy

Investigatory Bodies 187 Commission on the Freedom of the Press

National Advisory Commission on Civil Disorders Carnegie Commission on Educational Television

National Commission on the Causes and Prevention of Violence Surgeon General's Scientific Advisory Committee on Television and

Social Behavior Carnegie Commission on the Future of Public Broadcasting

Summary

Chapter 10. Minorities: Coloring the Media 195 Minorities 195

The Black Press Audience 196

Black Broadcasting 198

Functions 199

Employment of Minorities 200

The Looking Glass 202

Chapter 11. You've Come a Long Way, Baby . . . from Minnie Mouse to Wonder Woman 203

Socialization of Children: Sex Role Stereotypes 208

Advertising and the American Woman 210

Women in the Daytime Soaps 212

Women in Prime Time 214

Women Employed in the Industry 216

CONTENTS XVii

Chapter 12. The Reality of TV Violence The Violence of TV Reality 219

TV News and Violence 223

Televised War and Social Values 223

Television as a Major Societal Force 224

Conclusion 228

Chapter 13. Canada/United States: the Limits of Media 233 The Canadian Struggle for National Identity 233

The Role of Broadcasting 237

Looking Through the Looking Glass—Darkly? 240

Chapter 14. Mass Communication: Prospects and Directions 245 Technology 245

The News 247

Entertainment 248

Consumer Awareness Training 249

Research Instruments 249 Content Analysis

Likert Scale Depth Interview

Questionnaires Case Methods

Semantic Differential Other Tools

UNESCO Communication Activities 254

Part Four Readings 256

Appendixes Appendix A. The Codes 259 Codes of Ethics 259

Journalism Codes 259 Canons of Journalism

A Statement of Principles Code of Ethics

Motion Picture Codes 265 The Motion Picture Production Code

Code of Self Regulation—Motion Picture Association of America The Movie Rating System

Broadcasting Codes 292 Code of Broadcast News Ethics

The Radio Code The Television Code

XV111 C O N T E N T S

Code of the Comics Magazine Association of America, Inc. 333

PRSA's Code of Professional Standards 337

Appendix B. Glossary of Mass Communication Concepts 339

Appendix C. Referenced Bibliography 343

Index of Names 351

Index of Subjects 355