CHAPTER ONE: MASS MEDIA LITERACY

Media Ubiquity

Mediated Communication

Literacy for Media Consumers

Assessing Media Messages

Purposeful Mass Communication

Media and Society

CHAPTER TWO: MEDIA TECHNOLOGY

Media Technology

Printing Technology

Chemistry Technology

Electrical Technology

Current Technologies

Digital Integration

Technology and Mass Communication

CHAPTER THREE: MEDIA ECONOMICS

Financial Foundations

Ownership Structures

Alternative Media Ownership

Government Role

New Media Funding

Media Economic Patterns

CHAPTER FOUR: INK ON PAPER

Print Media Industries

Newspaper Industry

Leading Newspapers

Magazine Industry

Reinventing Magazines

Book Industry

Book Genres

Book Industry Prospects

Post-Print Culture

CHAPTER FIVE: SOUND MEDIA

Long-Term Symbiosis

Recording Industry

Radio Industry

Characteristic of U.S. Radio

Influence of Radio

Radio Industry Directions

CHAPTER SIX: MOTION MEDIA

Movie-Television Meld

Movie Industry

Television Industry Structure

Movie Industry Structure

Motion Media Products

Platform Flux

CHAPTER SEVEN: NEW MEDIA LANDSCAPE

Jobs’ Historical Model

Portals

Search Engines

Messaging

User-Generated Sites

Online Commerce

Online Domination

Games

Archives

CHAPTER EIGHT: NEWS

Concept of News

Bennett News Model

Hutchins News Model

Rethinking News Models

Personal Values in News

Variables Affecting News

Quality of News

Journalism Trends

CHAPTER NINE: ENTERTAINMENT

Entertainment in History

Mediated Performance

Storytelling

Music

Sports as Media Entertainment

Sex as Media Content

Gaming as Media Content

Artistic Values

CHAPTER TEN: PUBLIC RELATIONS

Public Relations Scope

Public Relations in Context

Roots of Public Relations

Public Relations as Strategy

Public Relations Tactics

Professionalization

CHAPTER ELEVEN: ADVERTISING

Importance of Advertising

Origins of Advertising

Advertising Agencies

Placing Advertisements

Brand Strategies

Advertising Tactics

Contemporary Advertising Techniques

CHAPTER TWELVE: MASS AUDIENCES

Discovering Mass Audiences

Audience Measurement Principles

Measuring Audience Size

Audience Measurement Techniques

Measuring Audience Reaction

Audience Analysis

CHAPTER THIRTEEN: MASS MEDIA EFFECTS

Effects Theories

Lifestyle Effects

Attitude Effects

Cultural Effects

Behavioral Effects

Media-Depicted Violence

Mass Media and the Nation States

War as a Libertarian Test

Online Global Reform

Trans-Border Soft Diplomacy

Arab Media Systems

China Model

CHAPTER FIFTEEN: ETHICS

The Difficulty of Ethics

Media Ethics

Moral Principles

Process versus Outcome

Potter’s Box

Ethics, Law and Practicality

Unsettling Media Issues