FIFTH EDITION
^
A NEW INTRODUCTION TO
Mass Communication
John V. Pavlik RUTGERS UNIVERSITY
Shawn Mcintosh MASSACHUSETTS COLLEGE OF LIBERAL ARTS
New York Oxford
OXFORD UNIVERSITY PRESS
Contents PREFACE xxii
ABOUT THE AUTHORS xxxii i
PART ONE THE CHANGING MEDIA LANDSCAPE
m Mass Communication and Its Digital
Telephony: Case Study in Convergence 4
Three Types of Convergence 7
Technological Convergence 8
Economic Convergence 9
Cultural Convergence 11
Transformation 3
Implications of Convergence 12
Media Organization 13
Media Type 14
Media Content 14
Media Use 16
Media Distribution 18
Media Audience 18
Media Profession 20
Attitudes and Values 20
Mass Communication in the Digital Age 23
Interpersonal Communication 23
Mass Communication 24
Mass Communication and Convergence 25
Functions of Mass Communication
Surveillance 26
26
Correlation 27
Cultural Transmission 27
Entertainment 27
Theories of Communication 28
Transmission Models 28
Critical Theory and Cultural Studies 30
Television: The Future of Convergence 31
LOOKING BACK AND MOVING FORWARD 33
WJ MEDIA MATTERS 34
FURTHER READING 34
Features
Q MEDIA PIONEERS: STEVE JOBS 10
^ INTERNATIONAL PERSPECTIVES: CRYING IN A BMW 11
(^CONVERGENCE CULTURE: USER-GENERATED CONTENT:
CREATIVITY OR PIRACY? 19
6 ETHICS IN MEDIA: INTERACTIVELY MAPPING GUN
OWNERS 22
Ah
Media Literacy in the Digital Age 37
Education and Media 38
What Is Media Literacy? 39
What Makes Mediated
Communication Different?
Semiotics 40
Framing 42
40
vii
CONTENTS www.oup.com/us/pavlik
Early Concerns of Media Effects 43
Media Grammar 44 Print Media 44
Radio and Recorded Music 45
Film and Television 46
Digital-Media Grammar 47
Implications of Commercial Media 47 Commercial-Media Debate 49
Concentration of Media Ownership 51
Media Bias 53
Developing Critical Media-Literacy Skills 56 MEDIA CAREERS 58
LOOKING BACK AND MOVING FORWARD 58
^ MEDIA MATTERS 60
FURTHER READING 60
Features
Q MEDIA PIONEERS: MARSHALL MCLUHAN 48
^ INTERNATIONAL PERSPECTIVES: MOBILE TELEPHONY IN
THE DEVELOPING WORLD 50
G ETHICS IN MEDIA: WHEN MEDIA REPORT RAPE
ALLEGATIONS 55
@ CONVERGENCE CULTURE: DOS AND DON'TS WHEN
EVALUATING ONLINE INFORMATION 57
PART TWO IASS-COf lUNICATION FORMATS
Print Media: Books, Newspapers, and Magazines 63
64 Functions of Print Media Transmission of Culture 64
Diffusion of Ideas and Knowledge
Entertainment 65
64
Distinctive Functions of Books 65
History of Books to Today 66 Monastic Scribes 66
Johannes Gutenberg 67
Beginnings of Mass Communication
and Mass Literacy 68
Cheaper and Smaller Books 68
Dime Novels 68
Mass-Market Paperbacks 69
Print-on-Demand 69
Ebooks 70
Current Book-Industry Issues 71
Sales and Readership of Books 72
Outlook for Books 74
Distinctive Functions of Newspapers 75
Local Newspapers 75
National Newspapers 75
History of Newspapers to Today 76 The Commercial Press and the Partisan Press
Colonial Readership and Finances 77
The Goiden Age of Newspapers 77
Current Newspaper-Industry Issues Newspaper Chains 80
Benefits of Chains 80
Problems with Chains 81
Leading Newspaper Chains 81
Declining Number of Daily Newspapers 81
Sales and Readership of Newspapers Circulation and Readership 84
Advertising 84
77
79
81
Outlook for Newspapers 86
Distinctive Functions of Magazines 87
History of Magazines to Today 89
Current Magazine-Industry Issues 90
CONTENTS
Sales and Readership of Magazines 90
Outlook for Magazines 91 MEDIA CAREERS 93
LOOKING BACK AND MOVING FORWARD 94
^ MEDIA MATTERS 94
FURTHER READING 95
( g ) CONVERGENCE CULTURE: FREESHEETS: RIDING THE RAILS
OF NEWSPAPERS'FUTURE? 85
0 MEDIA PIONEERS: RUBEN SALAZAR 87
Features
^ INTERNATIONAL PERSPECTIVES: GLOBAL EBOOK
MARKETPLACE 70
4».
10A Audio Media: Music Recordings, Radio 97
The Recording Industry 98
Distinctive Functions of the Recording Industry 98
History of Recorded Music 99 From Tin Pan Alley to Hollywood 100
Roots of Rock and Roll 100
Redefining Rock 101
The Recording Industry Today 102
Recording-Industry Business Model 105 Creation 105
Promotion 106
Distribution 106
Pricing Structure 107
Outlook for the Recording Industry 107 Digital Rights Management and Illegal File
Sharing 107
New Business Models Emerging 108
What Is Broadcasting? 109
Radio 110
Distinctive Functions of Radio 110
History of Radio 110 Wireless Telegraphy 112
Exploring Radio's Early Potential 112
Voice Transmission 112
Radio Before, During, and After WWI 113
Widespread Public Adoption of Radio 114
FM Radio, Edwin Howard Armstrong, and David
Sarnoff 114
Creating a Viable Business Model for Radio 115
The Rise of Radio Networks 115
Consolidation In Radio Station Ownership 116
The Radio Industry Today 117
Radio Station Programming 118
Outlook for the Radio Industry 118 Podcasting 120
Satellite Radio 120
MEDIA CAREERS 121
LOOKING BACK AND MOVING FORWARD 122
tß MEDIA MATTERS 123
FURTHER READING 123
Features
% MEDIA PIONEERS: AMANDA PALMER 104
G ETHICS IN MEDIA: MASHED-UP AND MIXED-UP MUSICAL
ETHICS 111
( | | ) CONVERGENCE CULTURE: NPR AND PRI: AMERICA'S
PUBLIC RADIO NETWORKS 116
^ INTERNATIONAL PERSPECTIVES: TRUSTING IN THE POWER
OF THE AIRWAVES 121
CONTENTS www.oup.com/us/pavlik
Q Vi Visual Media: Photography, Movies, and Television 125
Photography 126 History of Photography 126
Photographic Industry Today
Movies 127
127
History of the Movie Industry 128 Silent Era: New Medium, New Technologies,
New Storytelling 129
Melies and Griffith 130
Murnau, Flaherty, and Eisenstein 131
Sound and Color 131
Hollywood Movie Moguls 133
Warner Brothers 133
Walt Disney 133
Samuel Goldwyn 134
Marcus Loew 134
Louis B.Mayer 134
Hollywood Star System 135
The Director as Auteur 135
Technological Influences on Movie Genres 136
Other Entertainment Sources for Movies 137
DVDs and Streaming 138
Movie Industry Today 139
Marketing and Distribution for Movies 142
Movie-Industry Business Model 143
Outlook for the Movie Industry 143
Television 144
History of Television 146 Seeing the Light: The First Television Systems 146
Modern Television Takes Shape 146
Programming and Genre Influences 147
Pushing the Programming Envelope 148
Cable Comes of Age 148
Filling the Days 149
Filling the Nights 149
Sports 150
Reality Shows 151
Digital Television: Preparing the Way for
Convergence 152
The Rise of Flat-Panel Displays 152
Television Distribution 153 Broadcast TV 153
Cable TV 153
Satellite TV 154
Television Industry Today 154 Cable System Structure 154
Satellite Versus Cable 155
Television-Industry Business Model 156
Outlook for the Television Industry 157 MEDIA CAREERS 158
LOOKING BACK AND MOVING FORWARD 158
q i MEDIA MATTERS 159
FURTHER READING 159
Features
e ETHICS IN MEDIA: THE PHOTOJOURNALIST'S DILEMMA:
IMMERSION IN CONFLICT 130
Q MEDIA PIONEERS: KATHLEEN KENNEDY 141
^CONVERGENCE CULTURE: 3-D MOVIES: WHAT WILL BE
THE IMPACT? 145
*2I Interactive Media: The Internet, Video Gannes, and Augmented Reality 161
Interactivity Defined 162
Interactive Media Versus Mass Media 163
Historical Development of User Interfaces 165
Television Interfaces 165
CONTENTS xi
Intuitive Interfaces 166
Keyboards 166
Computer Mouse 166
Touch Screens 167
Natural Input Methods 167
Graphical User Interfaces 167
Historical Development of the Internet and the World Wide Web 168
Internet Protocol 169
World Wide Web 170
Graphical Web Browsers 170
Broadband 171
Distribution Dynamics 171
Video Games 173
Historical Development of Video Games 174
Types of Video Games 177
Video-Game Industry 180
Trends in Video Games 182
Gamifkation 183
Augmented Reality 184
Ethics of Interactive Media 185 MEDIA CAREERS 186
LOOKING BACK AND MOVING FORWARD 187
^ MEDIA MATTERS 188
FURTHER READING 188
Features
( 1 ) INTERNATIONAL PERSPECTIVES: THE INTERNET OF
BABEL 164
^ MEDIA PIONEERS: SUPER MARIO 176
(§D CONVERGENCE CULTURE: IS PLAYING VIDEO GAMES BAD
FOR YOU? 181
PARTTHREE MEDIA PERSPECTIVES
mh
«
The Impact of Social Media 191
Defining Social Media 192 Dialogic Commmunication 193
Social Production 195
What Is "Social" About Social Media? 197 Choice 197
Conversation 197
Curation 198
Creation 199
Collaboration 199
Types of Social Media 200 Email 201
Discussion Boards and Web Forums 202
Chat Rooms 203
BlogsandMicroblogs 204
Wikis 205
Social-Networking Sites 207
Producers and Produsers Reputation, Ratings, and Trust
Privacy 215
Transparency 217
212 214
Social Media: The Good, the Bad, and the Ugly 218
Are Social Media Making Us Less Social? 218
Are Social Media Making Us Dumber? 220
MEDIA CAREERS 222
LOOKING BACK AND MOVING FORWARD 222
^ MEDIA MATTERS 224
FURTHER READING 224
Features
® INTERNATIONAL PERSPECTIVES: SOCIAL NETWORKS OF
INFLUENTIAL LANGUAGES 201
Q MEDIA PIONEERS: JACK DORSEY 206
(^CONVERGENCE CULTURE: ARE WE REALLY SEPARATED BY
SIX DEGREES? 211
C' ETHICS IN MEDIA: CYBERBULLYING: NEW TWISTS ON AN
OLD PROBLEM 219
CONTENTS www.oup.com/us/pavlik
Ab.
© I Journalism: From Information to Participation 227
What Is News? 228
The Historical Development of Journalism 230
News Values and the Associated Press 230
Pulitzer and Hearst: The Circulation Wars,
Sensationalism, and Standards 231
Joseph Pulitzer 233
William Randolph Hearst 234
The Rise of Electronic Journalism 234
Murrow and News in TV's Golden Age 235
Changes in Television News 235
Foundations of Journalism 236 The Hutchins Commission and A Free and
Responsible Press 236
Separation of Editorial and Business Operations 237
Fairness and Balance in News Coverage 237
Framing the News 238
Expert Sources 238
From Event to Public Eye: How News Is Created 239
Gathering the News 240
Producing the News 240
Distributing the News 242
Types of Journalism 243 Alternative Journalism 243
Public Journalism 244
Mb
Citizen Journalism 245
An International Perspective 246
Journalism in the Digital World 248 Nontraditional Sources 248
Online User Habits 250
Personalization 251
Contextualization 251
Convergence 251
The Business of Journalism 252 Salaries 253
Diversity in the Newsroom 254
MEDIA CAREERS 254
LOOKING BACK AND MOVING FORWARD 255
^ MEDIA MATTERS 256
FURTHER READING 256
Features
H^MEDIA PIONEERS: MARY ANN SHADDCARY
AND IDA B.WELLS 232
^ INTERNATIONAL PERSPECTIVES: COVERING ISLAM 238
(̂ CONVERGENCE CULTURE: PLATYPUS JOURNALISM:
THE FUTURE, OR EVOLUTIONARY DEAD END? 241
6 ETHICS IN MEDIA: MAINTAINING STANDARDS IN THE
DIGITAL AGE 252
Advertising and Public Relations: The Power of Persuasion 259
Strategic Communications 261 Persuasive Communications 262
The Role of Media in Persuasion 263
Advertising 264 The Historical Development of Advertising
Advertising Agencies 266
Commercial Television 266
Internet 267
The Rise of Branding 268
264
Selling Products, Selling Ideas 271
Advertising Channels 271
Print Media 272
Electronic Media 272
Outdoor 273
Direct Mail 274
Advertising in a Digital World 274
Cookies 274
Email Marketing 275
Banner Ads 275
CONTENTS xiii
Pop-Ups and Video 275
Classifieds and Auction Sites 275
Search-Engine Ads 276
Mobile Advertising 276
Behavioral Advertising 277
Viral Marketing 277
Native Advertising 277
The Advertising Business 278
Advertising Agencies 279
Public Relations 282 The Historical Development of Public Relations 282
Trends in the Development of Public Relations 284
PR and Media Relations 285
Pseudo-Events 286
Distributing News to the Media in the
Digital Age 286
Finding Sources Online 286
PR Firms and the PR Industry 286
Changing Trends in Advertising and PR 288 MEDIA CAREERS 290
LOOKING BACK AND MOVING FORWARD 291
q i MEDIA MATTERS 292
FURTHER READING 292
Features
Q MEDIA PIONEERS: MADAM C.J. WALKER 265
@ CONVERGENCE CULTURE: MMORPG, FPS—AND IGA 270
^ INTERNATIONAL PERSPECTIVES: HAIR-RAISING SUBWAY
BILLBOARD AD GETS NOTICED 280
C£, MEDIA PIONEERS: DORIS E. FLEISCHMAN 284
B ETHICS IN MEDIA: FOOLING MOST OF THE PEOPLE
MOST OF THE TIME... DIGITALLY 288
PART FOUR lEDIA AND SOCIETY
Media Ethics 295
Ethics, Morals, and Laws 296
Major Systems of Ethical Reasoning 297 Character, or Virtue Ethics 297
The Golden Rule 297
The Golden Mean 298
Virtue Ethics in Action 298
Duties 298
The Categorical Imperative 299
Discourse Ethics 299
Duties-Based Ethics in Action 300
Consequences 300
Utilitarianism 301
Social Justice 301
Consequence-Based Ethics in Action 302
Relationships, or Dialogical Ethics 302
Ethics of Care 303
Dialogical Ethics in Action 304
Moral Relativism 305
Issues in Ethical Decision Making 306
Role of Commercialism in Media Ethics Media Types Influencing Content 309
308
Ethics in Journalism 310 Privacy Rights Versus the Public's Right to Know 310
Going Undercover 311
Victimizing the Victims 311
Misrepresentation and Plagiarism 312
Society of Professional Journalists Code of Ethics 312
Ethical Issues in Advertising 313 Deceptive Advertising 313
Puffery 314
Conflicts of Interest in Advertising 314
Advertising Codes of Ethics 314
Ethics in Public Relations 315 Conflicts of Interest in PR 316
Public Relations Codes of Ethics 317
Ethics in Entertainment 318 Stereotypes in Entertainment 318
Sex and Violence 319
MEDIA CAREERS 319
LOOKING BACK AND MOVING FORWARD 320
Wß MEDIA MATTERS 320
FURTHER READING 321
CONTENTS www.oup.com/us/pavlik
Features CONVERGENCE CULTURE: FORBIDDEN FRUIT 315
^ INTERNATIONAL PERSPECTIVES: MISTAKEN IDENTITY: ONE Q MEDIA PIONEERS: KALLE LASN 316
LIFE LOST, ANOTHER RUINED 303
Communication Law and Regulation in the Digital Age 323
The Legal Framework 324
The Foundations of Freedom of Expression 325
National Security 326
Clear and Present Danger 327
Prior Restraint 327
Libel 328
New York Times Co. v. Sullivan (1964) 328
Protecting Journalists Against Libel 329
Shield Laws 329
Censorship 331
The Censorship of Comics 331
The Hays Code 332
Indecent Content 333
Obscenity 334
Criticism, Ridicule, or Humor 335
Regulating Electronic Media 335 Early Days and the Radio Act of 1912 (1911-1926) 335
Increasing Regulation and the Federal Radio
Commission (1927-1933) 336
The Communications Act and Spectrum Scarcity
(1934-1995) 336
The Telecommunications Act and the Internet
(1996-Present) 337
International Electronic Media Regulation 338
The Federal Communications Commission (FCC) 339
Universal Service 340
The FCC, License Renewal, and Regulatory Power 340
Spectrum Auction 341
Regulating Commercial and Political Speech 341
Commercial Speech 342
Tobacco, Alcohol, and Marijuana Advertising 343
Unclear Regulatory Boundaries 343
Political Speech 344
Egual-Time Rule 344
Fairness Doctrine 344
Children's Programming Protections The Children's Television Act 345
Violent and Sexual Programming:
TheV-Chip 346
345
Intellectual Property Rights Fair Use 348
Privacy 348
346
349 Legal Issues in the Digital World Digital Rights Management 350
Privacy 351
Content Rights and Responsibilities 352
MEDIA CAREERS 352
LOOKING BACK AND MOVING FORWARD 353
^ MEDIA MATTERS 354
FURTHER READING 354
Features
% MEDIA PIONEERS: ANTHONY LEWIS 330
(̂ CONVERGENCE CULTURE: THE GREAT NETWORK
NEUTRALITY DEBATE 338
^ INTERNATIONAL PERSPECTIVES: THE RISE AND FALL OF
RUSSIAN MEDIA 339
€! ETHICS IN MEDIA: DOES THE PUNISHMENT FIT THE
CRIME? 350
CONTENTS xv
I Media Theory and Research 357
Role of Theory and Research 358
Mass Society, Mass Communication 359
Media-Effects Research 359 Propaganda and the Magic Bullet 360
Payne Fund 360
Radio's Wider Impact 361
Television and Violence 362
Limited Effects 363
Cultivation Analysis 363
Spiral of Silence 365
Third-Person Effect 365
Criticisms of Media-Effects Research 366
Understanding the Audience Audiences Creating Meaning 367
Uses and Gratifications 367
Encoding/Decoding 368
Reception Analysis 368
Framing 369
Cultural Studies 370 Ideology and the Culture Industry
Criticisms of Cultural Studies 372
Sociohistorical Frameworks Information Society 372
Political Economy 373
367
370
372
Media Ecology 374
Agenda Setting 375
New Directions in Media Research 376
Media Research: What Type of Science Is It? 378
Quantitative Research 380
Qualitative Research 380
Qualitative and Quantitative Research
Working Together 382
MEDIA CAREERS 382
LOOKING BACK AND MOVING FORWARD 383
Iß MEDIA MATTERS 384
FURTHER READING 384
Features
H)CONVERGENCE CULTURE: HOW FREE IS ACADEMIC
FREEDOM? 364
Q MEDIA PIONEERS: danah boyd 371
^ INTERNATIONAL PERSPECTIVES: THEORIES OLD, THEORIES
NEW,THEORIES BORROWED... 374
6' ETHICS IN MEDIA: ADVERTISING'S NEGATIVE EFFECTS ON
THE SEXES 377
Ate Ä
J Mass Communication and Politics in the Digital Age 387
Journalism and Political Coverage 388 Politicians Using the News 390
Sound Bites and Horse Races 390
The Changing Tone of Television Political
Coverage 391
Opinion Polls 391
Political Advertising 393 Impact of Negative Advertising 394
Effectiveness of Negative Advertising 394
Politics and Entertainment 396 Political Campaigns and Entertainment
Political Debates 397
396
Social Media and Political Campaigns Changes with Social Media 400
Changing Rules for Politicians 401
398
Social Media and Civic Engagement 403 Databases and Government Transparency 403
Smart Mobs 404
CONTENTS www.oup.com/us/pavlik
Political Polarization and Media Habits MEDIA CAREERS 407
LOOKING BACK AND MOVING FORWARD 407
Wß MEDIA MATTERS 408
FURTHER READING 408
4 0 5 0 INTERNATIONAL PERSPECTIVES: CROWDSOURCING
ELECTION MONITORING 402
Q MEDIA PIONEERS: BILL ADAIR 406
Features
6 ETHICS IN MEDIA: CAN IMAGERY LEAD TO ACTION? 395
(g)CONVERGENCE CULTURE: IMAGE IS EVERYTHING 399
J Global Media in the Digital Age 411
Four Theories of International Mass Communication 413
Authoritarian Theory 413
Libertarian Theory 413
Social Responsibility Theory 414
Soviet Theory 415
The Public, the Public Sphere, and Public Opinion 416
Political and Socioeconomic Issues with Global Media 418
Media in Developing Countries 418
Searching for Truth: Self-Censorship in China 420
The Digital Divide 422
Global Media, Local Values 423 New Worlds—or Cultural Imperialism? 424
Convergence and Its Discontents 425
Globalization of Media Production 427
Global Media Flow 428
Protecting Local Voices 429
Some Developing Nations 429
A Ne ighbour ing Nation 429
Promoting Global Voices 430
Cybersecurity and Media 431
MEDIA CAREERS 432
LOOKING BACK AND MOVING FORWARD 433
q i MEDIA MATTERS 434
FURTHER READING 434
Features
(i1 ETHICS IN MEDIA: J-ETHINOMICS—TEACHING ETHICS
AND ECONOMICS IN JOURNALISM 414
(^CONVERGENCE CULTURE: THROUGH A PRISM OF GLOBAL
SURVEILLANCE 419
Q MEDIA PIONEERS: STEVE CHEN, CHAD HURLEY, AND
JAWED KARIM 426
GLOSSARY G-1
NOTES N-1
CREDITS C-1
INDEX 1-1
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