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Media of Mass Communication, The, 7/E
John Vivian, Winona State University

ISBN-10: 0205418481
ISBN-13: 9780205418480

Publisher: Allyn & Bacon
Copyright: 2005
Format: Paper; 544 pp
Published: 07/07/2004

This item has been replaced by Media of Mass Communication, The, 9/E.

This up-to-date, reader-friendly presentation of the mass media helps instructors “use the media to teach the media” and explore its excitement, complexity, and impact on our lives.

Widely praised for his ability to make learning interesting, Vivian excites students as they explore the ever-changing subject of mass communication. This edition retains the emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, and culture. The coverage of media literacy, an underlying theme since the first edition, has been enhanced with a new feature. The three part-organization—the media, media messages, and media issues—has been strengthened by the addition of a totally new chapter on entertainment to balance the coverage of other types of media messages.

Lively writing style and design, exciting magazine-style format, and emphasis on current and future challenges in media make this best-selling text appealing and interesting to today's students.

A full chapter on the newest mass medium–the World Wide Web (Ch. 9)–helps students to understand what it is, how it works, and what makes it possible.

Two full chapters on media's effects on the individual and our society plus a full chapter on mass communication as a process show how the media bring their messages to the masses and help students understand the role the media play in their everyday lives.

Boxed features provide students with additional information about specialized topic areas:
- “Media Abroad” boxes explore the global aspects of media;
- “Media People” boxes profile key figures in media industries;
- “Media Databank” boxes display media facts and data;
- “Media Timeline” boxes place media events in historical perspective;
- “Media Online” boxes provide URLs for related Web sites.

“Media Future” sections at the end of each chapter focus on compelling projected trends in media.

“Evaluating Media” sections give students concrete tips on how they can judge media companies and media content, both at the core of media literacy.

A CD-ROM, default packaged with every copy of the text, grants access to two bonus chapters, Chapter 22 “Visual Messages,” and Chapter 23, “Media and Political Systems.”

Student-friendly pedagogy–including learning goals, study previews, marginal glossary, chapter summaries, questions for review and critical thinking, and “Keeping Up-to-Date” bibliographies–helps students study and learn.

A new chapter, “Entertainment,” in the Media Messages section, explains how entertainment is an integral part of today's mass messages conveyed through all the mass media (Ch. 13).

A new feature, “Sharpening Your Media Skills,” provides critical thinking questions to encourage students to analyze media issues to help broaden their understanding of media literacy.

The text and photo program has been thoroughly updated throughout with the latest examples and information on media trends, challenges, concepts, personalities, and issues.

All chapters begin with “Learning Goals” and conclude with “Chapter Wrap-Up, ” “Questions for Review, ” “Questions for Critical Thinking, ” and “Keeping Up to Date.”

I. THE MASS MEDIA.

1. The Mass Media.

Vignette: Sumner Redstone.

Importance of Mass Media.

Primary Mass Media.

Mass Media Models.

Economics of Mass Media.

Media Demassification.

Media Conglomeration.

Media Melding.

Media Future.

2. Books.

Vignette: J.K. Rowling.

Books in the Culture.

Book Categories.

Book Authors.

Book Issues.

Evaluating Books.

Book Trends.

Media Future: Books.

3. Magazines.

Vignette: Bonnie Fuller

Influence of Magazines.

Magazines as Media Innovators.

Consumer Magazines.

Non-Newsrack Magazines.

Magazine Demassification.

Evaluating Magazines.

Media Future: Magazines.

4. Newspapers.

Vignette: Nancy Junck

Importance of Newspapers.

Newspaper Chain Ownership.

National Dailies.

New York Times.

Hometown Newspapers.

Challenges for Daily Newspapers.

Weekly Newspapers.

Alternate and Minority Newspapers.

Evaluating Newspapers.

Media Future: Newspapers.

5. Recordings.

Vignette: Shawn Fanning.

Recorded Music as a Social Force.

Recording Technology.

Recording Industry.

Changes in Music Business.

Evaluating Record Companies.

Issues.

Censorship and Recorded Music.

Media Future: Recordings.

6. Movies.

Vignette: Kevin Costner.

Importance of Movies.

Movie Industry.

Industry Ownership.

Movie Technology.

Movie Rivals.

Movie Censorship.

Evaluating Movies.

Media Future: Movies.

7. Radio.

Vignette: Lowry Mays.

Significance of Radio.

Technical Development.

Characteristics of U.S. Radio.

Radio as Entertainment.

Radio News.

Radio Networks.

Broadcasting Regulation.

Quality on the Air.

Media Future: Radio.

8. Television.

Vignette: Jeff Gaspin.

Impact of Television.

Technology of Television.

Structure of U.S. Television.

Delivery Systems.

Over-Air Networks.

Cable Television.

Television Entertainment.

Television News.

Public Television.

Evaluating Television.

Media Future: Television.

9. The Web.

Vignette: Tim Berners-Lee.

World Wide Web.

The Internet.

Commerce and the Web.

Measuring the Web Audience.

Web Technology.

Nonlinear Communication.

Hypertext.

Evaluating the Web.

Media Melding.

Public Policy and the Web.

Media Future: Web.

II. MASS MESSAGES.

10. News.

Vignette: Christiane Amanpour.

Journalism Traditions.

Personal Values in News.

Variables Affecting News.

Influences on News.

Gatekeeping in News.

Journalism Trends.

Journalism and War.

Identifying Good Journalism.

Media Future: Journalism.

11. Public Relations.

Vignette: Marc Kasky.

Importance of Public Relations.

Origins of Public Relations.

Structure of Public Relations.

Public Relations Services.

Media Relations.

Professionalization.

Media Future: Public Relations.

12. Advertising.

Vignette: Mary Rich Wells.

Importance of Advertising.

Origins of Advertising.

Advertising Agencies.

Placing Advertisements.

Pitching Messages.

Research and Psychology.

Advertising Regulation.

Problems and Issues.

Media Future: Advertising.

13. Entertainment.

Vignette: Roy Lee.

Entertainment in History

Story-Telling as Media Entertainment.

Music as Media Entertainment.

Sports as Media Entertainment.

Sex as Media Entertainment.

Media Entertainment and Technology.

Evaluating Media Content.

Media Future: Media Entertainment

14. Media Research.

Vignette: Andy Kohut.

Public-Opinion Sampling.

Measuring Audience Size.

Measuring Audience Reaction.

Audience Analysis.

Applied and Theoretical Research.

Media Future: Research.

III. MASS MEDIA ISSUES.

15. Mass Communication.

Vignette: Wilbur Schramm.

Communication Forms.

Components of Mass Communication.

Communication Models.

Fundamentals in the Process.

Players in the Process.

Impediments to Communication.

Mass Communication Results.

16. Mass Communication Effects.

Vignette: Orson Welles.

Effects Studies.

Uses and Gratifications Studies.

Individual Selectivity.

Socialization.

Media-Depicted Violence.

Media Agenda-Setting for Individuals.

Media-Induced Anxiety and Apathy.

17. Mass Media and Society.

Vignette: Marshall McLuhan.

Mass Media Role in Culture.

Social Stability.

Cultural Transmission.

Mass Media and Fundamental Change.

18. Global Mass Media.

Vignette: Charlotte Beers.

Global Conglomeration.

Effects of Globalization.

Cultural Intrusion.

Global Media Models.

Global Media Players.

Global Media Companies.

Media Pressure Points.

Media Future: Global Mass Media.

19. Mass Media and Governance.

Vignette: Arnold Schwartzenegger.

Media Role in Governance.

Media as an Information Service.

Media Effects on Governance.

Government Manipulation of Media.

Status of the Watchdog.

Media-Government Issues.

20. Mass Media Law.

Vignette: James Perry Barlow.

The U.S. Constitution.

Prior Restraint.

Defamation.

Privacy Law.

Journalism Law.

Obscenity and Pornography.

Censorship Today.

21. Ethics.

Vignette: Jayson Blair.

The Difficulty of Ethics.

Media Ethics.

Moral Principles.

Process versus Outcome.

Potter's Box.

Ethics and Other Issues.

Unsettled, Unsettling Questions.

22. Visual Messages (Electronic).

Vignette: Al Diaz.

Early Media Illustrations.

Photographic Technology.

Photography in Mass Communication.

Cameras, Films, and Techniques.

Documentary Photography.

Persuasive Photography.

Reality Photography.

Evaluating Visual Messages.

Visual Issues.

23. Media and Political Systems (Electronic).

Vignette: John Twyn

Four Theories Model.

Authoritarian Model.

Communist Model.

Libertarian Model.

Social Responsibility Model.

Freedom and Responsibility.

Media Future: Political and Media Systems.

Introduction to Mass Communication (Mass Communication / Public Relations / Film)

Media of Mass Communication, 2008 Update, The, 8/E
Vivian
©2008 | Allyn & Bacon | Paper; 544 pp | Instock
ISBN-10: 020549370X | ISBN-13: 9780205493708
Brief Description

This up-to-date, reader-friendly presentation of the mass media helps instructors use the media to teach the media and explore its excitement, complexity, and impact on our lives.

Widely praised for his ability to make learning interesting, Vivian’s story-telling style excites students as they explore the ever-changing subject of mass communication and become media-literate consumers of the mass media. This edition retains the emphasis on the challenges of today's media while building on its extensive coverage of media history, effects, technology, and culture. The three part-organization—the media, media messages, and media issues—provides a framework for students to understand the big picture behind today’s media issues.
Media of Mass Communication, The, 9/E
Vivian
©2009 | Allyn & Bacon | Paper; 536 pp | Instock
ISBN-10: 020552110X | ISBN-13: 9780205521104
Brief Description | Buy from myPearsonStore

Rich with contemporary issues and trends including visual storytelling, Vivian’s The Media of Mass Communication 9e balances the principles and foundations of media literacy with lively examples, streamlined coverage, and a robust media package. Widely praised for its dynamic writing style, this refined edition engages students with up-to-date and relatable examples, a vibrant new design and photo program, and an abundance of multimedia resources.
Test Item File for BlackBoard/CourseCompass for The Media of Mass Communication
Vivian
©2009 | Allyn & Bacon | On-line Supplement | Instock
ISBN-10: 0205618294 | ISBN-13: 9780205618293
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Vivian
©2009 | Allyn & Bacon | On-line Supplement | Instock
ISBN-10: 0205617638 | ISBN-13: 9780205617630

Backcover Copy

Praise for John Vivian's The Media of Mass Communication

“I've always thought Vivian was the best, clearest, sharpest writer of all authors who have written survey-course textbooks. He is far and away the best textbook writer I've seen in this genre.”
William L. Knowles, University of Montana

“I know there are several other mass communication related texts I could use in my classroom discussions, but they are not of the quality of Vivian's text. His text is thoroughly researched, current, clear and concise. ”
Ron Weekes, Ricks College

“The numerous sidebars, breakouts, illustrations, glossary entries and boldface headings are greatly appreciated by my students. They've said so, often, in their written evaluations of the course, making comments such as, 'this text is one of the best I've seen. ”
Ross F. Collins, North Dakota State University

“The writing style of this book is one of the reasons I selected it for my class. It is clear and simple and is accented by numerous graphics and photos”
Cara Schollenberger, Bucks County Community College

“The author's expertise in the field is obvious through the details and examples provided in the chapters. The author spends considerable amount of time trying to explain concepts that have probably never crossed the minds of most students. ”
John N. Malala, Bethune-Cookman College

“Vivian's easy style is appealing to students, making learning more interesting and effective. He speaks to this age group at a level appropriate for their age and education. ”
Hazel Warlaumont, California State University Fullerton

“I do believe that this text is the best I have seen in terms of presenting supplementary information that enhances the chapter material and doing so in a format that simulates ways in which students actually consume media. ”
J. Steven Smethers, Kansas State University

About the Author

John Vivian is a Professor of journalism at Winona State University in Minnesota, where he has taught mass media survey courses for 20 years. His professional media experience began with his hometown newspaper and continued through college with United Press International and the Associated Press. Professor Vivian is a past president of the Text and Academic Authors Association, and has been active in the Society of Professional Journalists and College Media Advisers. His scholarly, professional and trade articles have appeared in many publications, including American Journalism, American Speech, Journalism Educator, and Journalism Quarterly.

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Media of Mass Communication, The, 9/E
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©2009 | Allyn & Bacon | Paper; 536 pp | Instock
ISBN-10: 020552110X | ISBN-13: 9780205521104
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