an introduction to mass mediaTENTH EDITION

Shirley BiagiCalifornia State University, Sacramento

~.• ~ WADSWORTH,-. (ENGAGE Learning-

Australia· Brazil· Japan. Korea. Mexico. Singapore. Spain. United Kingdom. United States

Foreword xxix

Preface xxxi

About the Author xxxiv

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

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

PART TWO Selling the MessageCHAPTER 10 Advertising: Motivating Customers 212CHAPTER 11 Public Relations: Promoting Ideas 234

PART THREE Changing MessagesCHAPTER 12 News and Information: Getting Personal 252CHAPTER 13 Society, Culture and Politics: Shaping the Issues 274CHAPTER 14 Law and Regulation: Rewriting the Rules 298CHAPTER 15 Ethics: Placing Responsibility 334CHAPTER 16 Global Media: Discovering New Markets 358

Glossary 383

Media Information Resource Guide 387

Chapter References 394

Index 410

v

Impact Boxes xxv

Foreword xxix

Preface xxxi

About the Author xxxiv

PART ONE The Mass Media IndustriesCHAPTER 1

Mass Media and Everyday LifeMass Media Are Everywhere You Are 5

Media/Impact Audience: Illustration 1.1:Average Time People Spend UsingMass Media Each Day 5

Media/Impact Money: Illustration 1.2: U.S. Media Industries AnnualIncome 6

Mass Communication Becomes Wireless 7How the Communication Process Works 8

Media/Impact Culture: Illustration 1.3: Elements of MassCommunication 9.•

~ What Are the Mass Media Industries? 9E

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

Three Key Concepts to Remember 11Mass Media Are Profit-Centered Businesses 12Competition and Convergence Dominate 14Why Media Properties Converge 15Advertisers and Consumers Pay the Bills 16

VII

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Technology Changes Mass Media Delivery and Consumption 16Phonetic Writing: The First Information Communications Revolution 16Printing: The Second Information Communications Revolution 17Computer Technology: The Third Information Communications

Revolution 18

Media Take Advantage of Digital Delivery 18One-Way Versus Two-Way Communication 18Dumb Versus Smart Communication 19

How Today's Communications Network Operates 19Media/Impact Audience: Children Awake? Then They're Probably

Online 20

Media/Impact Money: Illustration 1.4: How the Communications NetworkWorks 21

The Receiver (You. the Subscriber) 21The Channel (Cable, Telephone. Satellite and Cellular Companies) 22The Sender (Internet Service Providers) 22The Message (Content) 22

Mass Media Both Reflect and Affect Politics, Society and Culture 23Why You Should Understand Mass Media and Everyday Life 23Review,Analyze, Investigate Chapter 1 24

CHAPTER 2

Books: Rearranging the PagePublishers Nurture Ideas and Try to Make Money 31How American Book Publishing Grew 31

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

~ Compulsory Education 32QI~.~ Cheaper Books Create a Mass Market 32j Media/Impact Audience: Electronic Reading Devices Are Transforming~ the Concept of a Book 33o~ Book Clubs 34~ Paperbacks 34::J.<;~ Grove Press Tests Censorship 34uc:& Investors Buy Up Publishing Companies 34

Book Publishing at Work 34Authors and Agents: Where Books Begin 35How Do Books Get Published? 35Book Industry Has Five Major Markets 36

Media/Impact Money: Illustration 2.1:How Do Book Publishers Make TheirMoney? 37

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TABLE OF CONTENTS ix

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

Corporations Demand Higher Profits 38Subsidiary and International Rights 38Blockbusters 38Media/Impact People: E-Book Authors Maureen Johnson and Charlie

Huston: With Kindle, the Best Sellers Don't Need to Sell 39

Chain Bookstores and Internet Retailers Compete 40Small Presses Seek Specialized Audiences 40New Technologies Affect Production and Consumption 41

Changes in Production 41Changes in Consumption 41

Book Publishing Today Is a Competitive, Complex Business 42Review,Analyze, Investigate Chapter 2 42

CHAPTER 3

Newspapers: Expanding DeliveryFirst Mass Medium to Deliver News 49Publishers Fight for an Independent Press 49

James Franklin's New Eng/and Courant Establishes an Independent PressTradition 50

Benjamin Franklin Introduces Competition 50'" Truth Versus Libel: The Zenger Trial 50Qj

g> Women's Early Role as Publishers 50~ Birth of the Partisan Press 51~ The Stamp Act 51 ..~ The Alien and Sedition Laws 512'Qj

-g Technology Helps Newspapers Reach New Audiences 52o~ Frontier Journalism 52'::,~ Ethnic and Native American Newspapers 52'"I~ Dissident Voices Create the Early Alternative Press 52] Media/Impact People: Ida B. Wells Uses Her Pen to Fight 19th Century

Racism 54

Newspapers Seek Mass Audiences and Big Profits 54Newspapers Dominate the Early 20th Century 55

Competition Breeds Sensationalism 5E?Yellow Journalism Is Born: Hearst's Role in the Spanish-American War 55Tabloid Journalism: Selling Sex and Violence 56

Unionization Encourages Professionalism 56Television Brings New Competition 57Alternative Press Revives Voices of Protest 57

X TABLE OF CONTENTS

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Newspapers Expand and Contract 57Media/Impact Audience: Illustration 3.1: Percentage of Adults Who Say

They Use Newspapers as Their Main News Source 58

Newspapers at Work 58Syndicates 58

Newspapers Struggle to Retain Readers 59National Newspapers 59Internet Editions 59Media/Impact Culture: The Web Eclipses Print Newspapers as a News

Source 60Media/Impact Audience: Gannett in Big Push for Online High School

Sports 61

Technology Transforms Production 62Consolidation Increases Chain Ownership 62Today's Newspaper Audience Is a Moving Target 63

Media/Impact Money: Illustration 3.2: Top 10 U.S. NewspaperCompanies 64

Review,Analyze, Investigate Chapter 3 65

CHAPTER 4

Magazines: Targeting the AudienceMagazines Reflect Trends and Culture 71Colonial Magazines Compete with Newspapers 71Magazines Travel Beyond Local Boundaries 72Publishers Locate New Readers 72

Women's Issues 72Social Crusades 72

'" Fostering the Arts 73••g' Political Commentary 73.§~ Postal Act Helps Magazines Grow 73a;~ McClure's Launches Investigative Journalism 73e>~ The New Yorker and Time Succeed Differently 74~.il Harold Ross and The New Yorker 74

Henry Luce's Empire: Time 74Media/Impact People: Muckraker Ida Tarbell Targets John D.

Rockefeller 75

Specialized Magazines Take Over 75Companies Consolidate Ownership and Define Readership 76Magazines Divide into Three Types 76Magazines at Work 77

Media/Impact Audience: Illustration 4.1: Top 10 U.S. ConsumerMagazines 78

Magazines Compete for Readers in Crowded Markets 78Segmenting the Audience 79

TABLE OF CONTENTS xi

Readers Represent a Valuable Audience for Advertisers 79Media/Impact World: Vice Magazine: A Cult Glossy Spawns a Global

Media Empire and Gets a Partnership with CNN 80Magazines' High Failure Rate 81Media/Impact Money: Rolling Stone. Acme of Counterculture, Announces

That It Will Charge for Web Site 82

Internet Editions Offer New Publishing Outlets 83Magazines' Future Is on the Internet 83

Media/Impact Money: Illustration 4.2: Top 10 Web Sites Associated withMagazine Brands 84

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 94'"'"E Peter Goldmark Perfects Long-Playing Records 94?:Q) William S. Paley Battles David Sarnoff for Record Format 94~Iii Hi-Fi and Stereo Rock In 95uQ)~ Recording Industry at Work 96~~ Concerts Bring In Important Revenue 97

Four Major Companies Dominate 97Media/Impact Culture: Whose Tube Is It? 98

Media/Impact Money: Illustration 5.1:What Types of Music Do PeopleBuy? 99

Music Sales and Licensing Drive Industry Income 100Direct Sales 100Music Licensing: ASCAP Versus BMI 100

Industry Struggles to Protect Content Labeling 100Media/Impact People: Independent Label Concord Music: CEO Glen

Barros Believes in CDs 101Overseas Piracy 102File Sharing on the Internet 102

Recording Industry Association Sues Downloaders 103U.S. Supreme Court Rules Against File Sharing 103Music Industry Wins Legal Action 103

Media/Impact Audience: Illustration 5.2: Who Pays for Music? 104

Changing Technology Transforms Delivery 104Media/Impact World: Is Spotify the Answer to Illegal Music

Downloads? 105

Internet Brings New Obstacles and New Opportunities 106Review,Analyze, Investigate Chapter 5 106

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CHAPTER 6'"••I Radio: Riding the Wavel'••~ Radio Sounds Are Everywhere 113'>~ Radio Takes a Technological Leap 113

.D

g Broadcasting Is Born 113o

~ Wireless Breakthrough: Guglielmo Marconi 114••~ Experimental Broadcasts: Reginald Aubrey Fessenden 114

Detecting Radio Waves: Lee de Forest 114A Household Utility: David Sarnoff 114

Federal Government Regulates the Airwaves 115Government Approves Commercial Broadcasting 115Experimental Stations Multiply 115KDKA Launches Commercial Broadcasting 115

Radio Audience Expands Quickly 116Blanket Licensing 116Commercial Sponsorship 116Federal Radio Commission 116

Radio Grows into a Powerful Force 117"War of the Worlds" Challenges Radio's Credibility 117Radio Networks Expand 118

Media/Impact Audience: Illustration 6.1:Where Do People Listen to theRadio? 118

David Sarnoff Launches NBC 119William S. Paley Starts CBS 119Edward Noble Buys ABC 119

Radio Adapts to Television 119Inventor Edwin H. Armstrong Pioneers FM 120Licensed Recordings Launch Disc Jockeys 120Clock. Car and Transistor Radios Make Radio a Necessary Accessory 121Gordon McLendon Introduces Format Radio 121Payola Scandals Highlight Broadcast Ethics 121

Radio at Work 122Congress Creates National Public Radio 122Portability and Immediacy Help Radio Survive 123Telecommunications Act of 1996 Overhauls Radio 123Are Radio Ratings Accurate? 124Radio Depends on Ready-Made Formats 124

Media/Impact Money: Illustration 6.2: Which Radio Formats Are MostPopular? 125

Audience Divides into Smaller Segments 125Media/Impact People: Vin Scully: A City Hangs On His Every Word 126

Competition Brings Back Payola 127Digital Audio Delivers Internet and Satellite Radio 127Digital Delivery Splits Radio Industry Income 128

Media/Impact Culture: You. the D.J.: Online Music Moves to the Cloud 129

Review, Analyze, Investigate Chapter 6 130

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CHAPTER 7

Movies: Picturing the Future

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Movies Mirror the Culture 137Inventors Capture Motion on Film 137

Early Inventors Nurture the Movie Industry 137Marey and Muybridge 137

Media/Impact Audience: A Second Act for Independent Film: Tight-FistedExperiments Wring Profits from Small Movies 138

Thomas Edison 139William K. L. Dickson 139Auguste and Louis Lumiere 139Edison Launches American Movies 139

139

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~ Filmmakers Turn Novelty into ArtQj

~ Georges Melies 139~ Edwin S. Porter 139J:l~ Studio System and Independent Moviemakers Flourish 140« Media/Impact Culture: Lighting Up a Black Screen: Early "Race Films"

Pioneered the Art of Breaking Stereotypes 141

Movies Become Big Business 142Studios Move to Hollywood 142Distributors Insist on Block Booking 142United Artists Champions the Independents 142Moviemakers Use Self-Regulation to Respond to Scandals 143New Technology Brings the Talkies 144

Big Five Studios Dominate 144Labor Unions Organize Movie Workers 144Movies Glitter During the Golden Age 144Congress and the Courts Change Hollywood 145

The House Un-American Activities Committee 145United States v. Paramount Pictures, Inc. 145

Movies Lose Their Audience to Television 146Wide Screen and 3-D Movies 146Changes in Censorship 147Spectaculars 147Movie Ratings 147

Movies and Money Today 148Losing Money: Ticket Sales Drop 148

Media/Impact Money: Illustration 7.1:How Much Does It Cost to Make aMovie? The 10 Most Expensive Movies Ever Made 149

Ancillary Rights Fund Projects 149Movies at Work 150Digital Technology Drives the Business 151

Production 151• Distribution 151

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Media/Impact People: Kathryn Bigelow: How Oscar FoundMs. Right 152

Exhibition 153

International Markets Bring Concentrated Power 153Global Influence 153Concentrating Media Power 154

Review, Analyze, Investigate Chapter 7 154

CHAPTER 8

Television: Changing Channelsii: Media/Impact Culture: Illustration 8.1: How Much Time Each Day Do§ People Watch Television? 161eu Television Transforms Daily Life 162a;~ TV Delivers an Audience to Advertisers 162~ Visual Radio Becomes Television 763.<::0..

~ Television Outpaces Radio 164News with Pictures 164Entertainment Programming 164Media/Impact Culture: Edward R. Murrow (1908-1965) Sets the Standard

for Broadcast News 165

Quiz Shows Bring Ethics Scandals 167Ratings Target the Audience 168

Media/Impact Audience: Illustration 8.2: Measuring the Audience: WhatTV Ratings Mean 169

Newton Minow Criticizes TV as a "Vast Wasteland" 169Public Television Finds an Audience 170Satellites Make Transatlantic TV and Live Broadcasts Possible 171Television Changes National Politics 171TV News Images Bring Global Events into View 172Television at Work 172

Media/Impact Money: New Television Studio Technology Saves Money,Brings the World to Los Angeles 173

Audiences Drive TV Programming 174Station Ownership Changes and Mergers 174Media/Impact Audience: Illustration 8.3: Top Rated U.S. Regularly

Scheduled Television Programs in 2010 175The Networks' Shrinking Role 175How Accurate Are TV Ratings? 176Cable and Satellite Delivery 176TV Changes Professional Sports 177Spanish-Language Television Brings a New Audience 177

New Technology Expands TV's Focus 177Digital Video Recorders 177High-Definition Television 178Video Streaming and 3-D TV 178

TABLE OF CONTENTS XV

Television Offers a New Vision 178Media/Impact Culture: Television Begins a Push into the 3rd Dimension 179

Review, Analyze, Investigate Chapter 8 180

CHAPTER 9

Digital Media: Widening the WebDigital Communication Transforms Media 187Digital Media Support Convergence 188

~ 20th-Century 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 190Media/Impact Culture: Illustration 9.2: Teen Social Networking by the

Numbers 191

What Happens to Old Media? 192Transformation Takes 30 Years 192Web Access Leaves Some People Behind 192

Media/Impact People: Artful Entrepreneur Mike Richardson Finds ComicBook Success in Print. Movies and on the Internet 193

Internet Combines Commerce, Information and Entertainment 194Promoting Commerce 194Accepting Advertising 195Paying for Online Content 195Media/Impact Money: Illustration 9.3: How Much Do Businesses Spend

Annually to Advertise on the Internet? 196

Mobile Media Chase the Audience 197Podcasts 197Media/Impact Audience: Illustration 9.4: How Do People Use Mobile

Media? 198Blogs 198Personalized Web Pages 198Media/Impact Culture: Video Game Industry's Public Enemy NO.1 199

Government Attempts to Coordinate and Control the Net 200Protection Sought for Intellectual Property Rights 200

Court Copyright Challenges 201

FCC Proposes Internet Neutrality 202Internet Faces Four Challenges 202

Open Access 202Storage Capacity 203Compatible Delivery 204Personal Privacy 205

New Technologies Mix with Old Ideas 206Virtual Reality Systems 206Personalized Channels 207Wikis 207

Review, Analyze, Investigate Chapter 9 207

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PART TWO Selling the Message., CHAPTER 10CI>Ol

!Advertising: Motivating CustomersQ;19

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Advertising Supports Mass Media 214Advertising in Newspapers 214Advertising in Magazines 215Advertising on Radio 215Advertising on Television 215Advertising on the Internet 216

Ads Share Three Characteristics 216Repetition 216An Advertising Style 216Media/Impact World: British TV Ads Flaunt Their Arty Side 217Ubiquity 218

Ads Must Grab Your Attention 21815 Ways Ads Appeal to Consumers 218

Advertisers Use Demographics 219Advertising Feeds Consumerism 219

Media/Impact Audience: Why Marathons Are Hot Spot to ChaseConsumers 220

Advertising at Work 221Media/Impact Culture: Leggo My iPod: Yes. We're Cutting Back, but

Indulgences Stay 222Media/Impact Culture: Illustration 10.1:U.S. Consumers' Top 10 Brand

Attachments in 2010 223

Mass Media Depend on Advertising 223Commercials on Television 224Using Print and Radio 224Internet Delivers Display and Search Advertising 224Media/Impact Money: Illustration 10.2: Top 10 Advertisers in the United

States 225

Media Industries Compete Fiercely For Clients 225Advertising Locally 226Advertising Sales Representatives 226

Federal Government Regulates Advertisers 227The Federal Trade Commission 227The Food and Drug Administration 227The Federal Communications Commission 227

TV Accepts Hard Liquor Ads 228Advertising Business Delivers New Markets 228Review, Analyze, Investigate Chapter 10 229

TABLE OF CONTENTS xvii

CHAPTER 11

~ Public Relations: Promoting Ideas.,Cl

'"~ PR Helps Shape Public Opinion 236Q)~ PR Pioneer Issues "Declaration of Principles"'"">"E Government Recruits PR Professionals 237'"o Women Join PR Firms 2381;;

8 Professionals Promote Ethics Codes 238vi::i Public Relations at Work 238

Financial Public Relations 239Product Public Relations 239Crisis Public Relations 239

236

Public Relations Adapts to the Internet 240Media/Impact Money: BP Touts Itself as "Green," but Faces PR Disaster

with "BP Oil Spill" 241

Public Relations Joins Ad Agencies 242Variety of Clients Use Public Relations 242

Government 242Education 242Media/Impact Culture: After Recalls, Toyota Monitors Social Media to

Protect Its Reputation 243Nonprofit Organizations 244Industry 244Business 244Athletic Teams and Entertainment Organizations 244International 244

Public Relations Organizations Offer Many Services 244Publicity Means Free Media 245Public Relations Grows Globally 246

Media/Impact World: Foxconn Crisis Proves Need for Global PR 247

Review, Analyze, Investigate Chapter 11 248

PART THREE Changing MessagesCHAPTER 12

~ News and Information: Getting PersonalCl

'"E~ Early News Organizations Cooperate to Gather News 254Q)~ Civil War Brings Accreditation and Photojournalism 255~ Government Accredits Journalists 255Cl:

~ Photojournalism Is Born 255~1: Tabloid News Takes Over 256wN

~ Newsreels Bring Distant Events to American Moviegoers 256Newspapers and Radio Personalize World War II 256TV News Enters Its Golden Age 257

xviii TABLE OF CONTENTS

Media/Impact People: Ernie Pyle: The War Correspondent Who HatedWar 258

TV and the Cold War 259TV News as a Window on the World 259

TV News Changes the Nation's Identity 260Vietnam Coverage Exposes Reality 260Watergate Hearings Reveal Politics at Work 260

News Expands and Contracts 261Iraq War Produces "Embedded" Reporters 261Reality Shows and Advertising Supplements Blur the Line 261The Internet Transforms News Delivery 262

Internet Personalizes the News 262Media/Impact Audience: Illustration 12.1:Top 10 Internet News Sites 263

Media/Impact Money: Network News at a Crossroads 264

Information Access Creates a News Evolution 265Journalists at Work 265

Media/Impact Culture: How Blogs and Social Media Agendas Relate andDiffer from the Traditional Press 266

Media/Impact Culture: Illustration 12.2: How Do People Use Social Mediato Share News? 267

Journalists Focus the Public's Attention 268Are Journalists Biased? 269How the Public Perceives the Press 269Credibility Attracts the Audience 270Review, Analyze, Investigate Chapter 12 270

CHAPTER 13

Society, Culture and Politics:Shaping the Issues

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Early Mass Media Studies Assess Impact 276Scholars Look for Patterns 276

The Payne Fund Studies 277The Cantril Study 277The Lasswell Model 277

How TV Affects Children's Behavior 277Television in the Lives of Children 277Media/Impact Audience: Illustration 13.1:Lasswell's Model 278Television and Social Behavior 278The Early Window 278Television Advertising to Children 279Linking TV to School Performance 279Media/Impact Audience: New Study Says Toddler TV Time Causes School

Problems Later 280

TABLE OF CONTENTS xix

Do the Mass Media Cause Violence? . 281National Political Campaigns Depend on Mass Media 281

The Fireside Chats 281Media/Impact Culture: Brutal Truths About Violence 282The People's Choice 283The Unseeing Eye 283Election Campaigns on Television 284

Cost of Political Advertising Skyrockets 284Voters and Campaigns Use the Internet and Social Media 285

Media/Impact Money: Illustration 13.2:TV Political Campaign Spending inPresidential Elections. 1972-2008 286

Mass Media Reflect Cultural Values 287Silencing Opposing Viewpoints 287Losing a Sense of Place 287Media/Impact Money: Political TV Ad Spending Sets Record: October

2010 Is the Busiest Month in History for Political Ads on TV 288Stereotyping 289

Media Slow to Reflect Ethnic Diversity 290Mass Media Face Gay and Lesbian Issues 290

Media/Impact Culture: Study Says Stick to Skinny Models for FatProfits: 291

How to Gauge Media Effects 292Review, Analyze, Investigate Chapter 13 293

CHAPTER 14'"Q>

I Law and Regulation:~~ Rewriting the Ruleson.

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U.S. Constitution Sets Free Press Precedent 300Government Tries to Restrict Free Expression 300

The Alien and Sedition Laws of 1798 300The Espionage Act of 1918 300The Smith Act of 1940 301HUAC and the Permanent Subcommittee on Investigations 301

Prior Restraint Rarely Used 301Near v. Minnesota 301Media/Impact Culture: Excerpts from the 1943 Code of Wartime Practices

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

Government Manages War Coverage 303Restricting Press Access in Grenada 303News Blackouts and Press Pools During the Gulf War 303

; War in Afghanistan 304"Embedded" Reporters During Iraq War 304Photographs of War Fatalities 304

XX TABLE OF CONTENTS

WikiLeaks Challenges Government Secrecy 305Librarians Resist the PATRIOT Act 305

Media/Impact World: What Would Daniel Ellsberg Do with the PentagonPapers Today? 306

What Is the Standard for Obscenity? 307Local Efforts 307U.s. Supreme Court Writes Obscenity Criteria 308School Boards as Censors 309The Hazelwood Case 309Media/Impact Culture: Texas Board Adopts New Social Studies

Curriculum 310

Libel Law Outlines the Media's Public Responsibility 311Sullivan Case Establishes a Libel Landmark 311Redefining the Sullivan Decision 312Charges and Defenses for Libel 313Legal Outcomes Reflect Mixed Results 313Internet Comments Bring SLAPP Suits 313

Invasion of Privacy Defined Four Ways 314Physical or Mental Solitude 314Embarrassing Personal Facts 314Bartnicki v. Vopper 315False Light 315Right of Publicity 315

Debate Continues over Fair Trial, Courtroom Access and ShieldLaws 316Fair Trial 316Courtroom Access 316Shield Laws 316Media/Impact Audience: Illustration 14.1:Cameras in the Courtroom:

A State-by-State Guide 317

FCC Regulates Broadcast and Cable 318Telecommunications Act of 1996 Changes the Marketplace 318

Goal: To Sell Consumers "The Bundle" 319Targeting the "Power User" 319

Deregulation Unleashes the Media 320Creates a Goal of Universal Service 320Deregulates Free Media 320Relaxes Ownership and Licensing Rules 320Creates Local Phone Competition 320Ends Cable Rate Regulation 321

Congress Attempts to Use Communications Decency Act 321Adds Program Blocking 321Addresses Indecent Material on the Internet 322Child Online Protection Act Fails 322Supreme Court Upholds Internet Filters for Public Libraries 322

TV Industry Agrees to Ratings and the V-Chip 323

TABLE OF CONTENTS xxi

Government Monitors Broadcast Indecency 323Intellectual Property Rights Affirmed 324

Digital Millennium Copyright Act 324New York Times Co. v. Tasini 325Metro-Goldwyn-Mayer Studios Inc. v. Grokster Ltd. and Arista Records LLC

v. Lime Group LLC. 325

FCC Advocates Internet Regulation 326Courts and Regulators Govern Advertising and PR 326

Central Hudson Case 326Texas Gulf Sulphur Case 326Government Regulates Advertisers 327

Law Must Balance Rights and Responsibilities 327Review, Analyze, Investigate Chapter 14 328

CHAPTER 15Ethics: Placing Responsibility

.•~ Ethics Define Responsibilities 336'"~ Truthfulness Affects Credibility 337Qj~ Hidden Motives or Sponsors 337~ Misrepresentation 337g> Disinformation 339f

~ Fairness Means Evenhandedness 340o--_...... Insider Friendships 340

Media/Impact People: Keith Olbermann and Joe Scarborough SuspendedOver Campaign Donations 341

Conflicts of Interest 342Checkbook Journalism 342

Privacy Involves Respect 343Reporting an Illness 343Media/Impact Money: A Publisher Stumbles Publicly at The Washington

Post 344Reporting on Rape 345

Responsibility Brings Trust 345A Staged Event 345Media/Impact Culture: My Kid. the Ratings Bonanza: Beyond the "Balloon

Boy" Saga 346Fabricated Documents 347Phony Web Story 347

Five Philosophical Principles Govern Media Ethics 347Media's Ethical Decisions Carry Consequences 348Professional Associations Proscribe Behavior 348

Society of Professional Journalists Outlines Conduct 349Radio Television Digital News Association (RTDNA) Code Covers Electronic

News 349

xxii TABLE OF CONTENTS

Public Relations Society of America Sets Standards 351

Media Organizations Respond to Criticism 352News Councils 352Readers' Representatives 352Correction Boxes 352

Professional Ethics Preserve Media Credibility 352Review, Analyze, Investigate Chapter 15 353

CHAPTER 16

Global Media: DiscoveringNew Markets

~'"~ World Media Systems Vary 360'"<Jl

~ Five Political Theories Describe How World Media Operate 3606 The Soviet Theory 361(5€. The Authoritarian Theory 361a.

____::.l....--::;.~_._.:.._-"-_-== <l: The Libertarian Theory 361

The Social Responsibility Theory 362The Developmental Theory 362

Western Europe and Canada Are Similar to the United States 363Print Media 363Broadcast Media 363

Eastern Europe Is in Transition 364Print Media 365Broadcast Media 365

Middle Eastern and North African Media Work Under GovernmentControls 365Print Media 365Media/Impact People: Beaten Russian Reporter Mikhail Beketov

Convicted of Slander 366Broadcast Media 367Media/Impact World: How the Egyptian Government Killed the

Internet 368

African Media Find a New Voice 369Print Media 369Broadcast Media 370

Media Explode in Asia and the Pacific 370Japan 370Australia 370India 371People's Republic of China 371

Government, Large Corporations and Family Dynasties Control LatinAmerican and Caribbean Media 371Print Media 371

TABLE OF CONTENTS xxiii

Media/Impact Audience: Despite Censorship, Cracks Widen in China'sGreat Firewall 372

Broadcast Media 373

International Herald Tribune Seeks a Global Audience 373Critics Cite Western Communications Bias 373

Media/Impact World: International Herald Tribune Timeline1887 - Today 374

Media/Impact World: Illustration 16.1:Top 10 Countries with PublicWireless Locations (Hot Spots) 375

Internet Expands Media's Global Reach 375Cell Phones Open Communications Channels 376Reporters Risk Their Lives To Report World Events 376

Media/Impact Culture: Reporters Without Borders Monitors PressAttacks 377

Global Media Chase International Consumers 377Ideas Transcend Borders 378Review, Analyze, Investigate Chapter 16 379

Glossary 383

Media Information Resource Guide 387

Chapter References 394

Index 410

Impact Boxes

CHAPTER 1Media/Impact Audience: Illustration 1.1:

Average Time People Spend Using MassMedia 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 theCommunications Network Works 21

CHAPTER 2Media/Impact Audience: Electronic Reading

Devices Are Transforming the Concept of aBook 33

Media/Impact Money: Illustration 2.1:How DoBook Publishers Make Their Money? 37

Media/Impact People: E-Book Authors MaureenJohnson and Charlie Huston: With Kindle, theBest Sellers Don't Need to Sell 39

CHAPTER 3Media/Impact People: Ida B. Wells Uses Her

Pen to Fight 19th Century Racism 54Media/Impact Audience: Illustration 3.1:

Percentage of Adults Who Say TheyUse Newspapers as Their Main NewsSource (includes Internet and cell phonereaders) 58

Media/Impact Culture: The Web Eclipses PrintNewspapers as a News Source 60

Media/Impact Audience: Gannett in Big Pushfor Online High School Sports 61

Media/Impact Money: Illustration 3.2: Top 10U.S. Newspaper Companies 64

CHAPTER 4Media/Impact People: Muckraker Ida Tarbell

Targets John D. Rockefeller 75Media/Impact Audience: Illustration 4.1: Top 10

U.S. Consumer Magazines 78

Media/Impact World: Vice Magazine: A CultGlossy Spawns a Global Media Empire andGets a Partnership with 'CNN 80

Media/Impact Money: Rolling Stone, Acmeof Counterculture, Announces That It WillCharge for Web Site 82

Media/Impact Money: Illustration 4.2: Top10 Web Sites Associated with MagazineBrands 84

Media/Impact Culture: Nomad MagazineWill Cater to Mobile Readers (andFreelancers) 85

CHAPTER 5Media/Impact Culture: Whose Tube Is It? 98Media/Impact Money: Illustration 5.1:What

Types of Music Do People Buy? 99

Media/Impact People: Independent LabelConcord Music: CEO Glen Barros Believes inCDs 101

Media/Impact Audience: Illustration 5.2: WhoPays for Music? 104

Media/Impact World: Is Spotify the Answer toIllegal Music Downloads? 105

CHAPTER 6Media/Impact Audience: Illustration 6.1: Where

Do People Listen to the Radio? 118

Media/Impact Money: Illustration 6.2: WhichRadio Formats Are Most Popular? 125

Media/Impact People: Yin Scully: A City HangsOn His Every Word 126

Media/Impact Culture: You, the D.J.: OnlineMusic Moves to the Cloud 129

CHAPTER 7Media/Impact Audience: A Second Act for

Independent Film: Tight-Fisted ExperimentsWring Profits from Small Movies 138

Media/Impact Culture: Lighting Up a BlackScreen: Early "Race Films" Pioneered theArt of Breaking Stereotypes 141

Media/Impact Money: Illustration 7.1:HowMuch Does It Cost to Make a Movie? The 10Most Expensive Movies Ever Made 149

Media/Impact People: Kathryn Bigelow: HowOscar Found Ms. Right 152

xxv

xxvi IMPACT BOXES

CHAPTER 8Media/Impact Culture: Illustration 8.1: How

Much Time Each Day Do People WatchTelevision? 161

Media/Impact Culture: Edward R. Murrow(1908-1965) Sets the Standard forBroadcast News 165

Media/Impact Audience: Illustration 8.2:Measuring the Audience: What TV RatingsMean 169

Media/Impact Money: New Television StudioTechnology Saves Money, Brings the Worldto Los Angeles 173

Media/Impact Audience: Illustration 8.3: TopRated U.S. Regularly Scheduled TelevisionPrograms in 2010 175

Media/Impact Culture: Television Begins aPush into the 3rd Dimension 179

CHAPTER 9Media/Impact Money: Illustration 9.1: The

Evolution of Today's Convergence: 1978 to2011 189

Media/Impact Culture: Illustration 9.2: TeenSocial Networking by the Numbers 191

Media/Impact People: Artful EntrepreneurMike Richardson Finds Comic Book Successin Print. Movies and on the Internet 193

Media/Impact Money: Illustration 9.3: HowMuch Do Businesses Spend Annually toAdvertise on the Internet? 196

Media/Impact Audience: Illustration 9.4: HowDo People Use Mobile Media? 198

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

CHAPTER 10Media/Impact World: British TV Ads Flaunt

Their Arty Side 217

Media/Impact Audience: Why Marathons AreHot Spot to Chase Consumers 220

Media/Impact Culture: Leggo My iPod: Yes,We're Cutting Back, but IndulgencesStay 222

Media/Impact Culture: Illustration 10.1:U.S.Consumers' Top 10 Brand Attachments in2010 223

Media/Impact Money: Illustration 10.2: Top 10Advertisers in the United States 225

CHAPTER 11Media/Impact Money: BP Touts Itself as

"Green," but Faces PR Disaster with "BP OilSpill" 241

Media/Impact Culture: After Recalls, ToyotaMonitors Social Media to Protect ItsReputation 243

Media/Impact World: Foxconn Crisis ProvesNeed for Global PR 247

CHAPTER 12Media/Impact People: Ernie Pyle: The War

Correspondent Who Hated War 258Media/Impact Audience: Illustration 12.1:Top

Internet News Sites 263Media/Impact Money: Network News at a

Crossroads 264Media/Impact Culture: How Blogs and Social

Media Agendas Relate and Differ from theTraditional Press 266

Media/Impact Culture: Illustration 12.2: HowDo People Use Social Media to ShareNews? 267

CHAPTER 13Media/Impact Audience: Illustration 13.1:

Lasswell's Model 278

Media/Impact Audience: New Study SaysToddler TV Time Causes School ProblemsLater 280

Media/Impact Culture: Brutal Truths AboutViolence 282

Media/Impact Money: Illustration 13.2: TVPolitical Campaign Spending in PresidentialElections, 1972-2008 286

Media/Impact Money: Political TV AdSpending Sets Record: October 2010 Is theBusiest Month in History for Political Ads onTV 288

Media/Impact Culture: Study Says Stick toSkinny Models for Fat Profits: 291

CHAPTER 14Media/Impact Culture: Excerpts from the 1943

Code of Wartime Practices for AmericanBroadcasters 302

Media/Impact World: What Would DanielEllsberg Do with the Pentagon PapersToday? 306

Media/Impact Culture: Texas Board AdoptsNew Social Studies Curriculum 310

Media/Impact Audience: Illustration 14.1:Cameras in the Courtroom: A State-by-State Guide 317

CHAPTER 15Media/Impact People: Keith Olbermann

and Joe Scarborough Suspended OverCampaign Donations 341

Media/Impact Money: A Publisher StumblesPublicly at The Washington Post 344

Media/Impact Culture: My Kid, the RatingsBonanza: Beyond the "Balloon Boy"Saga 346

IMPACT BOXES xxvii

CHAPTER 16Media/Impact People: Beaten Russian

Reporter Mikhail Beketov Convicted ofSlander 366

Media/Impact World: How the EgyptianGovernment Killed the Internet 368

Media/Impact Audience: Despite Censorship,Cracks Widen in China's Great Firewall 372

Media/Impact World: International HeraldTribune Timeline 1887 - Today 374

Media/Impact World: Illustration 16.1:Top 10Countries with Public Wireless Locations(Hot Spots) 375

Media/Impact Culture: Reporters WithoutBorders Monitors Press Attacks 377