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
CHAPTER FOURTEEN: MASS MEDIA GLOBALIZATION
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
