MASS MEDIA/ MASS CULTURE

Transcription

1 MASS MEDIA/ MASS CULTURE AN INTRODUCTION Third Edition STAN LE ROY WILSON College of the Desert McGraw-Hill, Inc. New York St. Louis San Francisco Auckland Bogota Caracas Lisbon London Madrid Mexico City Milan Montreal New Delhi San Juan Singapore Sydney Tokyo Toronto

2 CONTENTS Preface xiii Part one CULTURE AND COMMUNICATION Chapter l CULTURE AND COMMUNICATION: BASIC CONCEPTS 3 Culture 4 Box 1.1 Academic Interest in Our Popular Culture 6 The Communication Process 6 Information Processing by the Media 12 Information Processing by the Consumer 15 The EPS Cycle 16 Box 1.2 Is the EPS Cycle Cyclical? 18 Summary 18 Chapter 2 CULTURE AND MASS COMMUNICATION: HOW THEY INTERACT 23 The Beginnings of Mass Communication 24 The Protestant Reformation 26 Development of the Novel 27 Industrialization 27 Mass Media in Mass Society 30 Mass Mediation of Leisure 30 Criticism of Mass Society 32 Box 2.1 Do We Live in a Copycat Culture? 33 Commercialization of Culture 34 Box 2.2 Product Brokers Help Mass Culture Shape Media Content 36 Cults in Popular Culture 37 Box 2.3 Media Watch: Press Criticized for Circus Behavior in Waco 38 Box 2.4 How Television Created a Long-Enduring Cult 39 Summary 41 Chapter 3 INTERNATIONAL COMMUNICATION AND CULTURE 45 Authoritarian Theory 46 Libertarian Theory 47 Box 3.1 Media Watch: Will Big Brother Suppress Hong Kong's Press Freedom? 50 The Soviet Communist Theory 50

3 The Social Responsibility Theory 52 Box 3.2 The Society of Professional Journalists Code of Ethics 54 Media In Other Countries 56 Box 3.3 Profile: An International Media Mogul 57 Summary 62 Part Two DEVELOPMENT OF THE PRINT MEDIA Chapter 4 BOOKS: THE PERMANENT MEDIUM 67 Box 4.1 Profile: Judith Regan: One of Book Publishing's Hottest Editors 70 Origins of Books 71 Early Books and the Elite 73 Stages of Book Publishing in the United States 74 Box 4.2 Profile: Toni Morrison, First African-American Woman to Win Nobel Prize in Literature 80 Box 4.3 The World Loves a Comic Book 82 Censorship 82 Box 4.4 Media Watch: Best Selling Authors and Hollywood 84 Current Business Trends 85 Box 4.5 Working in Book Publishing 86 New Technology and Books 86 Summary 87 Chapter 5 NEWSPAPERS: PAST, PRESENT, AND FUTURE 91 Early Origins of Newspapers 94 The Colonial American Press Era ( s) 94 The Penny-Press Era ( ) 99 Box 5.1 Nineteenth-Century News for the Popular Culture 100 The New or Yellow Journalism Era ( ) 102 The Twentieth-Century Press (1900-Present) 105 Box 5.2 Supermarket Journalism: Giving Us What Enquiring Minds Want to Know 108 The EPS Cycle 110 Box 5.3 Profile: Charlotta Bass: A Pioneering Publisher 111 Newspapers as Businesses 112 Box 5.4 Working in Newspaper Publishing 113 News Wire Services 115 Biases and Other Problems 116 New Technology and Newspapers 117 Box 5.5 News Reporting on the Information Superhighway 118 Summary 119 Chapter 6 MAGAZINES: THE SPECIALIZED MEDIUM 123 History of Magazines 125 Box 6.1 Magazines: A History of Cultural Changes 129 Box 6.2 Profile: Hip Editor Tina Brown Shakes up The New Yorker 130 Box 6.3 Profile: Henry R. Luce and His Magazine Empire 132

4 Decline of General Interest Magazines 135 Types of Magazines 137 Specialization and Popular Culture 140 Consumer and Business Trends 141 Box 6.4 Working in Magazine Publishing 142 New Technology and Magazines 142 Summary 143 Part Three DEVELOPMENT OF ELECTRONIC MEDIA Chapter 7 MOTION PICTURES: CULTURAL REFLECTIONS 147 Early History 149 Movies and the EPS Cycle 152 The Rise of Comedy 152 World War I and the Movies 154 Sound Joins Motion 154 A Way of Life 156 The Giant Is Crippled 159 Youth, Sex, Violence, and Special Effects 162 Box 7.1 Profile: Clint Eastwood Has "Made His Career" 164 Ethnic Films of the ' 90s 165 Box 7.2 Lena Home: A Struggle for Acceptance in Hollywood 166 Box 7.3 Working in the Movie Industry 167 Business Trends 167 New Technology and Movies 168 Summary 169 Chapters RADIO: A WIRELESS WONDER 173 Box 8.1 Profile: Talk Radio's Two "Big Mouths" 175 Harnessing Sound Waves 175 Beginning of Radio as a Mass Medium 177 Development of Radio News 180 Development of Radio Entertainment 181 Box 8.2 The Descriptive Tongue of Edward R. Murrow 182 Radio and the EPS Cycle 185 Box 8.3 Media Watch: The Political Agendas of Talk Radio 188 New Technology and Radio 189 Current Trends 191 Box 8.4 Working in Radio 192 Summary 193 Chapter 9 RECORDED MUSIC: POWERFUL AND CONTROVERSIAL 197 How It All Began 199 Recorded Music Enters the Popular Culture 200 Box 9.1 The Jukebox Has Been Changing with the Music 203 Rock Music Changes 205 Box 9.2 John Stewart: An American Songsmith 208

5 Rock Music Specializes 208 Box 9.3 Profile: Eddie Vedder Goes from Gas to Jam 211 The Music Video Phenomenon (MTV) 212 Controversies Surrounding Rock Music 213 Other Forms of Recorded Music 216 Box 9.4 Working in the Music Industry 218 Business Trends 218 New Technology and Recordings 219 Summary 219 Chapter 10 TELEVISION: FROM SOAPS TO SATELLITES 223 How It Began 225 Evolution of Television Entertainment 227 Box 10.1 Women and Television Comedy 230 Box 10.2 Battle for a Fifth TV Network Develops 234 Development of Television News 235 Box 10.3 What Is Happening to Television News? 238 Box 10.4 Profile: Ted Turner, CNN's Whiz Kid 242 The Cultural Impact of Television 243 Television Specializes 247 New Technology and Television 248 Business Trends 252 Box 10.5 Working in Television 253 Summary 253 Part Four MEDIA SHAPERS AND MANIPULATORS Chapter и ADVERTISING: SELLING THE MESSAGE 259 How Advertising Developed 260 Box 11.1 Procter & Gamble Attempts to Export Its Soap Operas 263 Theories on Advertising Effectiveness 263 Box 11.2 Media Watch: Where There's a Medium There's Advertising 265 Propaganda Devices 267 Controversies Surrounding Advertising 271 Television Advertising 273 Motivational Research 276 Box 11.3 Working in Advertising 279 Summary 279 Chapter 12 PUBLIC RELATIONS: CREATING AN IMAGE 283 What Is Public Relations? 284 The History of Public Relations 286 Box 12.1 Profile: Edward Bernays and Sigmund Freud 289 Opportunities and Duties of PR Practitioners 289 Box 12.2 Working in Public Relations 290 Issues and Crisis Management 291 Box 12.3 Controversy Catches Up with Hill & Knowlton 292

6 Controversies Surrounding PR Practices 294 Summary 296 Box 12.4 Declaration of Principles of the Public Relations Society of America 297 Chapter 13 THE SELLING OF AMERICAN POLITICS 301 Opinion Leader Theory 302 The Rise of the Political Consultant 303 Box 13.1 Are Political Consultants All They Are Cracked Up to Be? 304 Presidential Politics, Twentieth-Century Style 305 Effective Political Media 311 Box 13.2 Pretesting Political Campaign Ads 314 News Coverage of Elections 314 Box 13.3 Media Watch: Do the News Media Cover American Politics Fairly? 315 Summary 317 Part Five MEDIA CONTROLS, CONCERNS AND CONSEQUENCES Chapter 14 LEGAL CONTROLS ON THE MEDIA 323 Government Regulation of Print 324 Government Regulation of Broadcasting 326 Box 14.1 FCC's Section 315: Broadcast Regulations for Candidates 328 Court Regulations 331 Laws against Obscenity 332 Laws to Protect the Public 334 Box 14.2 Libel Suits Can Result from a Variety of Careless Errors 336 Box 14.3 Media Watch: Will the Press Be Strapped with a "Uniform Defamation Act"? 337 Summary 339 Chapter 15 MEDIA ETHICS 343 News-Media Ethics 344 Box 15.1 Ethical Dilemma: Supply vs. Demand 348 Box 15.2 Should You Kill a Story That Might Make Someone Kill Himself? 352 Box 15.3 When Does Covering the News Intrude on Privacy? 354 Box 15.4 A Diversity Checklist 355 Media Ethics and Economics 357 Box 15.5 Profile: Peggy Charren 359 Media Ethics and Entertainment 360 Summary 364 Chapter 16 MEDIA EFFECTS AND CONSEQUENCES 369 Early Media Research Studies 370 Television's Effects on the Culture 374 Box 16.1 Study Shows Fox Topping the Violence Charts 375

7 CONTENTS TV Violence and the 1990s 378 Violence in Music 379 Cultural Consequences 380 Box 16.2 Media Watch: Have Music Videos Become Too Violent? 381 Summary 383 Glossary Index