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Sterling, Christopher H.The Media Sourcebook: Comparative Reviews andListings of Textbooks in Mass Communications.National Association of Educational Broadcasters,Washington, D.C.Aug 7460p.

National Association of Educational Broadcasters,1346 Connecticut Avenue, N.V., Washington, D.C. 20036($4.00)

MF-$0.75 HC Not Available from ERRS. PLUS POSTAGEDESCRIPTORS Annotated Bibliographies; Broadcast Industry;

*College Curriculum; *Mass Media; PublishingIndustry; *Textbook Evaluation; *Textbook Selection;Textbook Standards

IDENTIFIERS Educational Broadcasting Review; NAEB; PublicTelecommunications Review

ABSTRACTSome 350 textbooks (and volumes suitable as texts)

are reviewed that are potentially useful in college and universitycourses in both broadcasting and mass media. The reviews were writtenover a 4-year period, each being an entry in itself with limitedcross-reference. The first four parts appeared in 1971-72 in"Educational Broadcasting Review" (HBR) as an examination on books onbroadcasting and general media topics published after 1960 and stillavailable (in print) for potential adoption. The 1973 EBR and 1974"Public Telecommunication Review" articles are updates of theoriginal four essays, with each generally covering more than 50related titles issued in the previous year or so. (WCM)

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THE MEDIASOURCEBOOK:

Comparative Reviews and Listings ofTextbooks in Mass Communications

by

Christopher H. Sterling

U S. DEPARTMENT OF NRALTN,EDUCATION I WELFARENATIONAL INSTITUTE Of

EDUCATIONTHIS DOCUMENT HAS SFEN REPRODuCED EXArTIv AS RECEIVED FROMTHE PERSON OR ORGANIZATION ORIGINMIND IT POINTS OF viEAr OR OPINIONS

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.1 .wATION POSITION OR POLICY

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TO ERIC AND ORGANIZATIONS OPERATING UNDER AGREEMENTS WITH THE NATIONAL INSTITUTE OF EDUCATIONFURTHER REPRODUCTION OUTSIDETHE ERIC SYSTEM REQUIRES PERM'SSION OF THE COPYRIGHT OWNER "

NAEB1346 Connecticut Avenue, N.W.

Washington, D.C. 20038

P1974 National Association of Educational BroadcastersAll rights reserved un-der PunAmerican Copyright Convention. The right to reproduce any article con-tained in this publication is hereby granted, unless otherwise indicated, subject tothe exprea provision that any such reproduction contain a reference to PublicTelecommunications Review, formerly Educational Broadcasting Review.

Foreword

Someone once wrote that the argument for pickling a series of old journal articlesis pretty weak. Vet there is always a worthy exception, and we believe that is thecase with Christopher Sterling's work that appears in these pages.

By compiling the articles that he prepared initially for the Educational Broadcast-ing Review. and now the Public re/ecommunications Review, it is possible to findin one place a comprehensive and thorough report and analysis on all of the majortext and reference works in broadcasting and general mass media.

Chris Sterling is one of those people who seems always to be either reading orwriting. lie writes the .l /ass Media Booknotes (formerly 111311) and edits the quar-terly Journal of Broadcasting. And he manages to teach at Temple University, wherehe is an Associate Professor of Communications, and to prepare periodic summariesof his research and reviews such as we have here.

Naturally one is well advised in using materials that are reprinted without timelyediting. to double cheek such matters as prices and editions. We do not believe thatthere are very many problems of this sort since the books in this area are not sub-ject to annual revisions or rapid professional obsolescence.

We are in Chris Sterling's debt for his efforts to codify and analyze what has beenpublished thus far, and we look forward to his annual updates that will appear eachFebruary in PT R.

James A. FellowsAugust 1974 NA Eli, Washington, D.C.

Preface

The following pages provide :I brief evaluative overview of some 350 textlmks(and volumes suitable as texts) potentially useful in college and university coursesin broadcasting and general mass media topics. It is aimed primarily at two audiences:teachers seeking advice on course text selections, and potential authors (and interestedpublishers) looking for suggestions on what till needs to be written in a rapidlyexpanding and changing field. As should be obvious from reading the articles whichfollow. there is great unevenness in media Im wk publication with some areas all butoverloaded with current material. while others ( usually the more specialized topics)limp along. with but one or two suitable volumes. Hopefully, the following discussionswill clearly illustrate which is which.

l'h articles reprinted here have been written over a four year period, each beingall entry in itself with limited cross-reference. The first lour parts appeared in1971-72 in Educational Broadcasting Review as an examination on books on broad-casting and general media tApics published after 1%0 and still available (ill-print)for potential adoption. The 1973 liBR and P)74 Pub& Tekeommunications Reviewarticles are updates of the original four essays, with each of the updates generallycovering more than 50 related titles issued in the previous year or so. Taken as awhole, then, the series pmvides comment on about 350 volumes published in the14(0-73 period. Readers interested in a specific kind of book will have to refer tothe proper place in the initial four articles, and then check both updates for a fullview of the coverage peri(111 (see detailed table of contents which follows).

In reading the articles, the following points should he kept in mind: (1) specificlimitations fur each piece are noted in the first few paragraphs of each article; (2)while most of the books noted are still in print, a few have gone out of print or arenow out in new editions (and with this in mind, it is planned to continue the annual(plates in the February issue of Public Telecommunications Review) ; (3) eacharticle follows the same basic format of text reference (divided by topics) to booksby author's last name and year published, with a complete list of all bociis dealt withappearing at the end of each article: and most important. (4) the viewpoints ex-pressed are but those of one individualyou are likely to get as many views on agiven honk as the number of people you ask.

Philadelphia C.H.S.August 1974

ii

Contents

1. Broadcasting Textbooks I : Industry and Effects (April 1971) 1

Broadcasting and Societ) 3history of Broadcastiny 3Law- and Regulation 4Nlanagement 5Educational Broadcasting 5Commercial and Public Affairs Programming 6Audience and Effects 6Textbook listing 7

2. Broadcasting Textbooks 11: Pr(Kluction and Performance ( June 1971) 9General Production/Performance 9Announcing/Performance 10Writing 10Nev Operations 11Educational Applications 12Radio/Audio Production 12Television Production 13Textbook listing 14

3. Broadcasting Textbooks III : Foreign and International (October 1971) 16(;eneral Foreign 'International 17Legal and Technical . spects 18Comparative Systems 191)eveloping Areas 21Educational Broadcasting 22U.S. Role Abroad 23.Textbook listing 24

4. Broadcasting Textbooks IV : General Mass Media (February 1972) 26Genera! Introductory Texts 26Media historyistory 27Media Journalism 28Media Theory 28Media Effects 29Control i Responsibility 29Basic Readers 30Advanced Readers 31British Media 31Reference Works 32Textbook listing 32

5. Textbooks on the Media: A review of 1971-72 (February 1973) 35General Media 16Media Readers 36Broadcasting. and Society 37Regulation and Control 37Management 38Technical and ('able 38Media Journalism 39Educational Application?: 40International/Foreign Media 41Textbook listing 42

S ' s

6. Textbooks on the Media : A Review of 1972-73 (February 1974) 45General Media 45Media Readers 46Broadcasting and Society 47Regulation and Control 47Cable Communications 48Media journalism 49Educational Applications 49Production Guides 50Foreign and international Media 50Textbook listing 51

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Broadcasting Textbook., I:Industry and Effects

(Reprinted (nom Educational Broadcasting Review, April, 1971)

As readers of EBR are well awrre,ZS. broadcasting education is in themidst of rapid expansion as enrollmentsincrease on all levels, demands on teach-ing facilities and materials rise accord-ingly, and graduate schools turn outevermore college instructors. Match-ing this academic activity is an increasein the quantity of textbook publicationin broadcasting in the last five years.

This expansion of supply and demandhas created several connected needs;(1) to inform educators at all collegeand university levels about the best ofthe available text materials, while atthe same time (2) warning teachers andstudents alike of the great variations inquality and usefulness of these texts,and (3) to encourage potential authors totake up the pen to fill in at least the moreglaring holes which are apparent in ourtext choices (either because no bookexists, or because of aging of once-acceptable books).

This is the first of several articles whichwill attempt to meet these needs, andalthough space limitations will requireselection in which books are discussed,it is hoped that these articles will evokediscussion (as the time is far over-due toevaluate critically the state of broad-casting textbooks), and possibly actionto fill in the topic areas where we pre-sently lack material.'

Method and Limits of This SurveyThe writer has gathered information

on currently-used and available textbooksfrom course outlines used in other schoolsas well as those with which he is familiar,'

I For a brief history of the academic disciplineof radio-television, see Leslie Smith, "Educa-tion for Broadcastinl: 1929-1963," Journalof Broadcasting VII: 4 Pall 1964), pp. 383-396;and Harold Niven, 'The DevelopmentBroadcasting Education in Institutions ofHigher Education," Journal of BroadcastingV: 3 (Summer 1961), pp. 241-260.

9 Many of these have been gathered togetherin tw o paperbound volumes available fromthe Association for Professional BroadcastingEducation, 1771 N Street, N.W. Washington,D.C. 20036, for $2.50 per volume. Eachcontains about 20 different course outlineswith book lists culled from those used bymany schools.

from commercial and academic bibli-ographies,3 and from trade literature.'Textbooks will be considered under twomajor subject divisions to keep verbiageto a minimumindustry and effects andproduction-performance. This first partwill cover over 50 titles under sevenheadings: broadcasting and society, his-tory of broadcasting, law and regulation,management, educational broadcasting,programming and audience/effects. Thenext part will deal with titles underanother seven headings: general produc-tion-performance, announcing, writing,news operations, educational applications,radio production, and television direc-tion/production. In each case, referencewill be made in the text to the book'sauthor and year of publication with fullindicia being provided in a unifiedalphabetical listing at the end.

The survey has the following majorlimitations: (1) it deals only with pub-lished books intended and/or used astextbooks (in a few cases, use has over-ridden original intention), (2) subjectscovered relate only to U.S. broadcastingand not to foreign or internationalsystems for whit:. much additional infor-mation is readily available, (3) with veryfew exceptions, only books published inand after 1960 are dealt with (fewearlier works are in print or still useful),and (4) books dealing primarily withbroadcasting are covered, thus usuallyleaving out mention of the expanding

a One of the most interesting was that compiledby Gale Adkins, Books ix Radio-TV-Film: ACollection of Recommendations (Lawrence:University of Kansas Radio-Television Re-search, 1962), which broke books used astextbooks into 29 categories (in 50 pages)and presented teacher's views of theirusefulness. Other sources of bibliographiesare the NAB, NAEB, TIO, any major univer-sity and several books. See "A Bibliographyof Selected Bibliographies in Radio, Televi-sion, and Tele-Film: 1958-1968," EducationalBroadcasting Review III: 2 (April 1969),pp. 62-69.

Commercial catalogs are available fromHastings House (10 East 40th St., New York,N.Y. 10016); Wadsworth Publishing Co.(10 Davis Drive, Belmont, Cal. 94002), andTAB books (Blue Ridge Summit, Pa. 17214)to name just a few of the specialty firms.

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number of good books dealing withgeneral mass communications which areoften useful in broadcasting courses.Needless to say, what follows is theopinion of but one observer.

Finally, it is interesting to note thatof the books covered in this issue, only13 appeared prior to 1966 while theremaining 39 were published since.Though several of the latter are revisionsof books which originally appeared inearlier years, the trend is clearthe paceof publication in the field has increasedin recent years, and with it, the needto evaluate the quality of what is beingpublished.'

Textbook EvaluationsBroadcasting and Society. Though a

few schools have recently made use ofbooks published as long ago as 1950 orearlier, major current text adoptions arefrom the following titles, all of which haveappeared (original or revised) since 1960.Probably the best single volume everpublished on American broadcasting(Head, 1956) is being re-issued in 1971though many schools still use the originaledition now 15 years out of date, thusattesting to its value. This is clearlythe standard to which all other general-approach texts must be compared. Aclose second in usefulness and adoptionsis Summers and Summers (1966) whichis also due out in revised form in 1971or 1972. Both of these volumes offer ageneral view of broadcasting's past,organization, technical base, advertisingsupport, government regulation and audi-ence. Based on the first editions of both(as details on the revisions are not yetavailable), Head seems addressed tomore advanced students and offers greaterdetail plus documentation (notes andbibliography) not found in Summers andSummers which better serves as afreshman or sophomore introductorytext. A well-balanced course could bebuilt around either volume, and theupcoming revisions should improve thevalue of both.

A distant third in this competitionis Chester-Garrison-Willis (1963) whichironically is also due out in revised formin 1971, though staying with its basicdivision as both general text, and pro-

duction-performance guide. In earlieryears, many broadcasting courses re-quired such a bifurcated approach, andmany such textbooks existed, but theincreased specialization of courses in moreschools shows the deficiency of thiscombinationa once over lightly in allareas such that none are covered in trulysatisfactory fashion. The upcoming re-vision of the work, however. may giveground for a revision of this judgment.

A more recent phenomenon in broad-casting texts is the collection of readings,and there are now five such worksavailable which deal with most aspects ofthe subject. The newest and probablybest (for undergraduate courses) is Cole(1970) because of the up-to-date andeasy-to-read nature of its TV Guideselections, which while limited to televi-sion, give a generally balanced view ofthe industry's current problems andprospects. A different kind of book isis the Lichty-Ripley compilation (1969)which offers nearly 800 pages of articles,statistical tables, sample pages fromrating reports etc., thus offering ahighly-detailed source book best usedas supplement to other texts and/orlecture materials aimed at advancedundergraduates. It contains a wealthof information not readily availableelsewhere but it is expensive (over$13.00) and is poorly bound (many ofthe selections are printed too close tothe binding and cannot be discerned).Third place in this "sweepstakes" isdivided between White-Averson (1967)a balanced collection of previously pub-lished articles on both film and television(thus not giving coverage to radio), andSkornia-kitson (1969), a more recentcollection of articles and speeches onall aspects of broadcasting (concentratingon what are termed controversies andproblems) which suffers from being overlygeneral and somewhat biased against thecurrent commercial broadcasting estab-lishment. Because of these drawbacks,neither of these volumes would suffice asa text if used alone. Lastly, there isPennybacker-Braden (1969) a very briefcollection which is aimed at both rhetori-cians and broadcasters and suffersbecause of its split personality andbriefness which leave it lacking as a

3

text but make it ideal as a supplementaryreader.

Three other books complete the generaltextbook offerings at present; Skornia(1965) which is an admittedly biasedpolemic against the ills of the Americanbroadcasting system, Rucker (1968)which offers valuable economic informa-tion on all media (but is over halfdevoted to radio-TV), especially owner-ship and management policies, and is alsobiased against the establishment, andLawton (1961) another bifurcated ap-proach work with part one being asurvey of the industry as it was in 1961,and part two offering specific details oncareers in all aspects of the field. Ofthe three, Rucker is by far the mostuseful today though both it and Skorniamake good supplementary readers of the"other" point of view.

Clearly, the quality of these general-approach volumes varies widely, thoughthey are generally up-to-date. We stilllack a good volume of broadcasting (ormedia) criticism with a selection fromthe work of several critics plus materialon what makes educated criticism. Inaddition, we could use compilations ofsome of the fine material in the pages ofSaturday Review and The New YorkTimes, to name just two sources of usefulinformation available to students atpresent only in hard-to-get single copiesin library stacks.

History of Broadcasting. The bestcurrently-available source of broadcastinghistory is the Barnouw (1966, 1968, 1970)three-volume work which is fascinatingepisodic social history but is prohibitivelyexpensive (nearly $30.00 overall) for textuse, and does not adequately cover manykey factors of the industry's develop-ment (especially organizational, eco-nomic, and technical) in its sometimeshard-to-follow organization.

The only attempt at a one-volumebroadcasting history currently in printis the Mitchell (1970) volume commis-sioned by the National Association ofBroadcasters for celebration of radio'shalf-century. It is half pictures andconcentrates understandably on popularhistory for that is the work's intention.Because of wide availability in paperbackform, and ready supplies at a discount

from many commercial stations, thisbook is being used as a history text.It is not adequate to the task when usedalone as it lacks documentation, hasmany errors of fact, and. shows biasreflecting its origin.

The only other currently-availablework in this area, aside from a number ofpopular paperbacks on radio or TVhistory. is Kahn (1968) which is acollection of legal documents fine forthat aspect of history but unhelpful inprogramming, audience, and technicalaspects of the medium's growthareasthe book was not intended to cover. Thistoo, is being used as a text for lack ofmore suitable material.

There is at present no scholarlysingle-volume history of American broad-casting though at least one is now undercontract.' There is also no volume ofreadings in broadcasting history, thoughhere again, one is under contract' Alsoneeded is a technical history of radio andtelevision to supplem !tit the classicMaclaurin Invention and Innovation inIke Radio Industry (1949) now badly outof date and long out of print. Thoughit is unfortunate that many of the betterbooks on broadcasting history are pres-ently out of print, 30 or so of the keyvolumes will be re-printed later in 1971by the Arno Press, thus making thismaterial available again at least inlibraries and possibly for classroom use./

Law and Regulation. The best singlesource here is the Emery (1961) due outin revised form in 1971. This volumecovers the laws, technical base, programregulation controversies, ownership, andother economic questions plus the role ofself-regulation very well. Documenta-tion is excellent and the volume adaptswell to the single quarter or semester

The writer of this article and John M.Kittross (both of Temple University) areinvolved in this project.

Lawrence W. Lichty (University of Wiscon-sin), and Malachi C. Topping (BowlingGreen State University) are in the finalstages of assembling materials for a reader.

7 For information on this set of reprintedbroadcasting books, contact Arno Press, 330Madison Ave., New York, N.Y. 10017 fortitle and price details.

course. The existing volume is badlyout of date so the revision is welcome andneeded. The best supplement to usewith Emery is the Kahn compilation(1968) noted above.

Four general communications booksmust be mentioned here to give fullcoverage of currently used and availablebroadcast law texts. They are theAshley (1969), Clark-Hutchison (1970),Gillmor-Barron (1969), and Nelson-Teeter (1969) volumes, all of which coverall media but relate heavily to broad-casting issues specifically. For broad-casting education, the best is clearlyGillmor-Barron, which has a large sectionof cases and comment relating expresslyto broadcasting and is the only one ofthe four to offer detailed comment on thecrucial Red Lion decision of 1969 as wellas extended discussion of economic con-centration in radio-TV. As for the otherthree, Ashley makes a good brief hand-book at low cost, Clark-Hutchison is aonce-over-lightly of the whole broadspectrum, and Nelson-Teeter accom-plishes the same case study role asGillmor-Barron but with a far higherprint media emphasis.

The likely area of growth in thissubject is the specialized volume, bestepitomized by the Kittross-Harwoodcompilation (1970) of the best Journalof Broadcasting articles on free press-fairtrial and the fairness doctrine. Similartext-potential monographs are needed onself-regulation (to supplement the agingCoons (1961) and the Linton (1967)which was sponsored by NAB), CATVand other new supplements to telvisior,program control, and economic concentration. Above all, however, the fieldneeds a good loose-leaf (for easy updatingat periodic intervals) legal case book withwhich to supplement these other existingand needed texts and to act as a guide tothe volumonous Pike and Fischer RadioRegulation reporter! Administrative law

A good basis for such a work exists in thecase-book originally assembled by HarrisonB. Summers (Ohio State University), andupdated by Joseph M. Ripley (University ofKentucky) which covers the 1927-1966period. This work has been used in classesin several universities but was never pub-lished or made readily available.

is covered at present (though a historyof the FCC and its predecessors wouldbe very useful), but case law has beenalmost ignored.

Management. If broadcasting educa-tion has as one of its functions to exposestudents to management principles, thenwe need some solid textbook material inthis area quickly. The best currentvolume is the Quaal-Martin (1968), aseemingly ideal combination of seasonedbroadcaster and veteran academic whofor reasons unknown (perhaps publisherpressure) turned out a book of generalitiesand platitudes which lacks depth ineither broadcasting as an industry ormanagment as a science. Only slightlybetter for their specialization in onemedium are the Roe (1964) for TV andReinch-Ellis (1960) for radio, volumeswhich are getting too out-of-date to beof value in their fast-changing businesses.

Some specialized volumes are showingup in this topic area as well, best byfar being the excellent Koenig compila-tion (1970) on labor relations in broad-casting. Coleman's small volume of^ase-studies (1970) is a step in the rightdirection but is too brief and shallow tobe of real use. His volume on colortelevision (1968) has some managementinsights but is uneven in treatment andaim. There are many volumes on man-agement problems available from com-mercial sources (especially TAB books),'but these are usually expensive how-toguides dealing in specifics rather thanoverall management planning and policy.Still, they could make useful supple-mentary reading.

Of critical importance here is the needfor updated television and radio manage-ment volumes and a new worka bookon broadcasting management whichmakes use of the massive amount ofbehavioral management studies nowavailable. A volume devoted to themanagement problems and prospects ofthe educational radio or TV stationwould seem to be another importantneed.

See note four for TAB Books address.

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Educational Broadcasting. Much ofthe literature in this area is of theproduction variety to be dealt with in thenext part of this review, but severalgeneral volumes exist. Creating greatinterest is the Gattegno (1969), felt bymany observers to be the most thought-provoking volume in instructional usesof TV in recent years, and now inpaperback is getting more text use. Thenext three most useful educational broad-casting textbooks were all published in1967: the Koenig-Hil', compilation oforiginal articles on educational andinstructional broadcasting, the Chu-Schramm review of research on student'slearning from instructional TV uses, andthe Carnegie Commission report on thestate and future of public broadcasting.Of the three, the latter is most useful forits analysis of the problems and pros-pects of educational/public television(and because it formed the basis forwhat became the Corporation for PublicBroadcasting). The Koenig-Hill is inex-pensively available but uneven in cover-age. The Chu- Schraam is indispensible,though it needs some updating. Theonly in-depth research into public stationaudiences is Schraam-Lyle-Pool (1963)which badly requires updating as itsbasic information is now a decade old.The only history of educational broad-casting at all up-to-date Powell (1962)and he deals with educational TV towhich so much (both good a id bad) hashappened since the book was published.Finally there is the Schramm compila-tion (1961) which attempted to suggestguidelines for the 1961-71 decade andis now of interest mainly historicallybecause of the major organizationalchanges since the collection was pub-lished.

The key problem area here is updatingof existing works plus the need for anin-del-th history of educational radio andtelevision so we can see where we'vebeen for guidance on where we are going.Wider use of NAEB publications (especi-ally their status report on educationalradio, the best single source on thesubject, their two-volume history ofNAEB itself, and other studies) wouldbe a step in the right direction of makingstudents and faculty more interested in

A,

educational broadcasting as a part ofbroadcasting as a whole.'"

Commerciel and Public Affairs Pro-gramming. There are two separate butrelated needs here; information on bothentertainment and public informationprogramming on cointnercial stations.The best currently-available text materialdeals almost totally with the latteraspects ()Illy. The Barrett volumes(1969. 1970) mark the first of an annualseries examining the role and function ofbroadcast journalism and offer the idealcombination: solid information and lowprice. The Chester (1969) and Rubin(1967) histories supplemented with anyof the numerous commercially-publishedvolumes on politics and television havecovered that field quite adequately whileadding more points of view to the contro-versy. The Chester volume is extremelywell-documented and written and iseasily the best of the lot because of itsscope and depth. Other general workson television news include Small (1970)offering a network broadcaster's insightinto TV news which is current if expen-sive for text use, Skornia (1968) a dis-cussion of current controversies in videonews, Wood (1967) a general treatise n.1radio and TV news, and Bleum (1965),a well-written and illustrated volumealready becoming a classic on its topicthe television documentary. Othersources for news information are biog-raphies and autobiographies withFriendly (1967) being perhaps the mostheat ily-used for its behind-the-scenesdescriptions of CBS News great dAysand the problems of a commercial newssystem.

Works devoted to non-news program-ming are harder to come by. Except forwhat is presented in Licht y-Ripley(1969), Summers-Summers (1969), andGlick-Levy (1962), a good deal in eachcase, there is little text material on

1° The works cited in the text are: The HiddenMedium: Educational Radio -A Status Report(Washington: NAEB, 1969 (2nd edition) );and Harold E. Hill. NAEB History: 1925 to1964 (Washington: NAEB, 1965 (2nd edition).85 pp. 12.00); and W. Wayne Alford, A'..1E13History: 1954 to 190 (Washington: 'NAEB,1966, 173 pp. $3.00). 'Many other usefulstudies are made available from time to time.

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entertainment programming. Two col-lections published in 1966, Hazard, witichdeals with drama and documentary onTV, and Taylor, which offers radio pro-gramming insights from broadcasters areboth weak and dated. Trade periodicals(especially Broadcasting and Variety) areused in many courses to supply currentdata and trends, and given the timefaci ors involved in book publishing, thismay be the best answer. Still, an in-depth study of radio and television pro-gramming trends with analysis of pro-gramming cycles and formats could be ofgreat usefulness in upper division andgraduate courses.

Audience and Effects. One of themajor holes in our current text choiceis the lack of up-to-date work on audienceresearch, surveys, and effects. The lastbook which sought to discuss the Ameri-can television audience in a general waywas Steiner (1963) a handsome produc-tion with much good information whichwas based on 1960 survey data. Asomewhat similar study was Glick-Levy(1962) which attempts to classify theaudience based on results from surveys.Similar data for educational stations wasgathered at the same time and publishedby Schramm-Lyle-Pool (1963). All threeof these ss udies badly need updating toprovide analysis on the changes to TVand s( ety dur'ng the 1960s. In addi-tion, tnere is major need for a work onradio audiences to supplement the lastones donein 1946 and 1948.

Turning to more specific effects studieswe find an in-depth study of television'seffects on children (Schramm-Lyle-Parker, 1961), a field study concerningtelevision and violence (Feshbach-Singer,1970), and a report of several relatedfield studies undertaken in Great Britain(Belson, 1967). All of these books areuseful for their results and discussion ofmethodologybut they do not go farenough. In ',caching courses in audienceresearch and effects, we must presentlyturn to periodical articles, materialsissued by the ratings services, NAB, orthe Television Information Office (whichare useful though understandably self-serving), or books in other fields, especi-ally general communications works whichare not discussed here.

There are two key needs in this area:an updated national survey of radio andtelevision audiences and the effects ofthe medium on American life, and a solidmethodology text concerning audiencesurveys of various types and complexitieswhich can be undertaken by schools fortraining, and by educational and/orcommercial stations in all market sizesfor results.

Textbooks Discussed in ArticleLike the article which it supplements,

this list is not exhaustive, but rathersuggestive of text availability. Wheretwo publishers and/or prices are shown,the second (in each case) refers to paper-back editions.

Ashley, Paul P. Say It Safely: Legal Limits inPublishing, Radio, and Television. Seattle:University of Washington Press, 1969 (4thedition). 181 pp. $3.95.

Barnouw, Erik. The Tower of Babel: A Historyof Broadcasting in the United States to JOSS.New York: Oxford University Press, 1966.344 pp. $8.50.

. The Golden Web: A History of Broad-casting in the United States, 1955-1985. NewYork: Oxford University Press, 1968. 391 pp.$9.00.

The Image Empire: A History ofBroadcasting in the United Slates From 198$.New York: Oxford University Press, 1970.396 pp. 29.75.

Barrett, Marvin, ed. Survey of BroadcastJournalism. New York: Grosset & Dunlap,1969, 1970 (annual). $5.95/1.95.

Belson, William A. The Impact of Television:Methods and Findings in Program Research.Hamden, Conn.: Archon Books, 1967. 400 pp.$10.00.

Bluem, A. William. Documentary in AmericanTelevision. New York: Hastings House,1965. 312 pp. $8.95.

Carnegie Commission on Public Television.Public Television: A Program for Action NewYork. Harper and Row/13antam, 1967. 254pp. $1.95/1.00.

Chester, Edward P. Radio, Television andAnterioan Politics. New York: Sheed &Ward, 1969. 342 pp. $6.95/3.95.

Chester, Giraud, Garnet R. Garrison, andEdgar E. Willis. Television and Radio. NewYork: Appleton-Century-Crofts, 1971 (4thedition). ()13 pp. $1095.

Chu, Godwin C., and Wilbur Schramm. Learn-ing From Television: What the Research Says.Washington: National Association of Educa-tional Broadcasters, 1967. 116 pp. $2.00(paper).

Clark, David G., and Earl R. Hutchison, eds.Mass Media and the Law: Freedom and Re-straint. New York: Wiley-Interscienee, 1970.461 pp. $12.50.

Cole, Barry, ed. Television: Selections from"TV Guide" Magazine. New York: FreePress, 1970. 605 pp. $12.50/5.95.

Coleman, Howard W. Case Studies in Broad-cast Management. New York: HastingsHouse, 1970. 96 pp. $4.95/1.95.

., ed. Color Television: The Business ofColorcasting. New York: Hastings House,1988. 287 pp. $8.95.

Coons, John E., ed. Freedom and Responsi-bility in Broadcasting. Evanston, Ill.: North-western University Press, 1961. 252 pp.$5.00.

Emery, Walter P. Broadcasting and Govern-ment: Responsibilities and Regulations. EastLansing: Michigan State University Press,1971 (2nd edition). 50 pp. $12.50/8.9).

Feshbach, Seymour, and Robert D. Singer.Television and Aggression: An ExperimentalField Study. San Francisco: Jossey-Bass,1970. 186 pp. $8.50.

Friendly, Fred W. Due to CircumstancesBeyond Our Control. . . . New York: RandomHouse, 1987. 326 pp. $6.95/1.95.

Gattegno, Caleb. Towards a Visual Culture:Educating Through Television. New York:E. P. Dutton/Discus-Avon, 1909. 117 pp.$4.95/1.65.

Gillmor, Donald M., and Jerome A. Barron.Mass Communication Law: Cares and Com-ment. St. Paul: West Publishing Co., 1969.853 pp. $12.50.

Glick, Ira 0., and Sidney J. Levy. Livingwith Television. Chicago: Aldine, 1962. 262PP. $5.95.

Hazard, Patrick D. TV As Art: Some Essaysin Criticism. Champaign, Illinois: NationalCouncil of Teachers of English, 1966. 221 pp.$2.00 (paper).

Head, Sydney A. Broadcasting in America.Boston: Houghton-Mifflin, 1971 (2nd edition).5(,3 pp. $9.5).

Kahn, Frank, ed. Documents of AmericanBroadcasting. New York: Appleton-Century-Crofts, 1968. 598 pp. $7.50/4.50.

Kittross, John M., and Kenneth A. Harwood,eds. Free and Fair: Courtroom Access andthe Fairness Doctrine. Philadelphia: Journalof Broadcasting Publications, 1970. 202 pp.$3.95 (paper).

Koenig, Allen E., ed. Broadcasting and Bargain-ing. Madison: University of Wisconsin Press,1970. 344 pp. $7.50.

, and Ruane B. Hill, ed. The FartherVision: Educational Television Today. Madi-son: University of Wisconsin Press, 1967.371 pp. $7.50/2.95.

Lawton, Sherman P. The Modern Broadcaster:The Station Book. New York: Harper, 1961.351 pp. $6.00.

Lichty, Lawrence W., and Joseph M. Ripley,eds. American Broadcasting: Introduction andA stalysis- Readings . Madison, Wisconsin:College Printing, 1969. 778 pp. $13.25(paper). Also available: American Broad-casting: Introduction and A nalysis--A ssign-

',lents, a workbook with 17 assignmentspublished in 1987).

Linton, Bruce A. Self-Regulation in Broad-casting. Washington: National Associationof Broadcasters, 1967. 97 pp. $2.00 (paper).

Mitchell, Curtis. Cavalcade of Broadcasting.Chicago: Follett, 1970. 388 pp. $9.95/4.95.

Nelson, Harold L., and Dwight Teeter. TheLaw of Mass Communications. Mineola,N.Y.: Foundation Press, 19eal. 588 pp.$10.50.

Pennybacker, John H., and Waldo W. Braden,eds. Broadcasting and the Public Interest.New York: Random House, 1969. 178 pp.$2.50 (paper).

Powell, John. Channels of Learning: The Storyof Educational Television. Vl'arbington: PublicAffairs Press, 1982. 178 pp. $5.00.

Quaal, Ward L., and Leo A. Martin. Broad-casting Management: Radio and Television.New York: Hastings House, 1968. 272 pp.$8.95/5.95.

Reinsch, J. Leonard, and Elmo I. Ellis. RadioStation Management. New York: Harper,1060 (2nd edition). 337 pp. $8.95.

Roe, Yale, ed. Television Station Manage-ment: The Business of Broadcasting. NewYork: Hastings House, 1984. 286 pp. $695/2.95.

Rubin, Bernard. Political Television. Bel-mont, California: Wadsworth, 1967. 200 pp.$3.95 (paper).

Rucker, Bryce W. The First Freedom. Car.bondale: Southern Illinois University Press,1968. 322 pp. $2.5012.85.

Schramm, Wilbur, ed. Educational Television:The Next Ten Years. Stanford: StanfordUniversity Press, 1961 (re-issued by Govern-ment Printing Office, 1985). 375 pp. $1.25(per).

8

, and Jack Lyle, and Edwin Parker.Television in the Lives of Our Children. Stan-ford: Stanford University Press, 1961. 324PP. $6.0012.95.

, Jack Lyle, and Ithiel de Sola Pool.The People Lock at iMucational Television.Stanford: Stank.td University Press, 1963.209 pp. $5.50.

Skornia, Harry J. Television and Society: AnInquest and Agenda for Improvement. NewYork: McGraw-Hill, 1965. 288 pp. $5.9512.45.

. Television and the News: A CriticalAppraisal. Palo Alto, California: PacificBooks, 1968. 232 pp. $5.75.

---, and Jack William Kitson, eds. Prob-lems and Controversies in Television and Radio.Palo Alto, California: Pacific Books, 1968.503 pp. $10.00.

Small, William. To Kill A Messenger: Tele-vision News and the Real World. New York:Hastings House, 1970. 320 pp. $8.95.

Steiner, Gary A. The People Look At Televi-sion. New York: Alfred A. Knopf, 1963.422 pp. $7.95.

Summers, Harrison B., and Robert E. Summers.Broadcasting and the Public. Belmont, Cali-fornia: Wadsworth, 1966 (2nd edition forth-coming). 402 pp. $6.50.

Taylor, Sherri! W., ed. Radio Programming inAction: Realities and Opportunities. NewYork: Hastings House, 19N. 192 pp. $6.50.

White, David Manning, and Richard Averson,eds. Sight, Sound and Society. Boston:Beacon Press, 1967. 486 pp. $7.50.

Wood, William A. Electronic Journalism.New York: Columbia University Press, 1987.175 pp. $5.00.

Broadcasting Textbooks II:Production and Performance

(Rprinted rrom Educational Broadcasting Review. June, 1971)

The approach and limitations of thissurvey of current broadcasting text-

books were presented in Part I [Educa-tional Broadcasting Review (April 1971),pp. 49 -56]. This portion of the reviewconcentrates on post-1960 texts in theproduction and performance areas, specif-ically general production, announcing/performance, writing, news operations,educational applications, radio/audio pro-duction, and television production. Atotal of 49 volumes are discussed, each ofwhich is listed alphabetically by author'slast name at the conclusion of the com-parative discussion. As was the casewith the industry and effects textscovered in Part I, the majority of thesevolumes (33 of 49) have appeared for thefirst time or in revised form in or since1966again attesting to the increasingattention being paid to broadcastingcourses in the past five years.

9

Textbook EvaluationsGeneral Production/ Performance. As

broadcasting has grown more complex,and as academic courses have moved ina similar direction, the general well-rounded radio-TV text has given wayto the more specialized books discussedlater. Still, for the school offering onlyone or two courses in broadcasting, thefew general books left may have somevalue. Two such works discussed inPart I should be noted again hereChester-Garrison-Willis (1963 with re-vised edition due 1971), and Lawton(1981). The second half of Lawton'swork is a brief introduction to thevarious "how-to" jobs in radio-TV sta-tions, and as such serves as but thebarest (and now dated) introduction tothe field. Lawton later (1963) issued aworkbook offering over 30 group andindividual work projects, keyed to histext but applicable to others as well.For those needing ideas and/or ready-made assignments, it can be quite useful.Chester-Garrison-Willis offers more re-cent and useful information (and twice asmuch as Lawton) in chapters devoted to

specific program types with script sam-ples and projects at the end of mostchapters.

Two books from Hastings House(whieh publishes 17 of the 49 titles)take the general approach with one aimedat radio and the other at television.The radio volume (Hilliard, 1967B)and TV volume (Hilliard, 1964) areedited compilations covering the respec-tive industries generally, studio andcontrol facilities, writing, producing anddirecting and (for TV) staging. Thebooks are inexpensive (both in paperback)and while treatment is necessarily briefand sometimes too general, they arerelatively recent basic introductions suit-able for the freshman course. Usedtogether, there is a good deal of overlap,and the TV volume needs some updating.

Two other general works are almostin a category by themselvesthe refer-ence encyclopedias of broadcasting.There are several such volumes, allexpensive, but the two noted here areof distinct day-to-day use. Foremostis the massive Spottiswoode (1969) whichdeals with both film and televisionproduction techniques in a clearly organ-ized and well-diagrammed format. Withover 1,000 pages and 1,600 entries(about half devoted to each medium), thebook is a required reference tool thoughthe price will likely keep it in institutionalrather than personal libraries. A some-what similar book is Levitan (1970)which costs $13.00 less and has a morelimited aimproduction methods in film,TV, and videotape. More of this volumeis devoted to broadcasting or directlyrelated subjects and good use is made ofphotographs to supplement diagrams,though the book's layout wastes a lotof space (such that more conservativelayout could have priced the book intofar more personal libraries). Bothvolumes are vital as their treatment andemphasis varies with most topics.

Announcing/ Performance. Once thebasis of all broadcasting courses, announc-ing has slipped in importance in manyschools recently, though two solid textsare available. The standard (Hyde,1971) has just been revised (addingabout 100 pages) to reflect changes inradio-TV in the 1960's. This volume

10

offers detailed instructions in Part I(microphones and control boards, FCCrules and regulations, various kinds ofcontinuity [news, music, narrative,drama etc.,I pronounciation tips etc.),and some 300 pages of practice stationand wire-service copy in Part II. Lewis(1966) is a British volume covering onlytelevision (though basics in announcingobviously apply to radio as well). Itdiffers from Hyde in its stress on visual"presence" on camera, its brief treatmentof speech and pronounciation factors(well-covered in Hyde), and its interest-ing but not always applicable discussionsof British pract;ee! . It lacks practicescripts and projects and thus is not asuseful in classroom situations. For mostcourses, Hyde would seem the better bet.

There are two specialty announcingtexts worth noting. The first dealswith all aspects of sports broadcasting(Klages, 1963) with detailed coverage ofplay-by-play, sports newscasting andrelated areas, all covered (but briefly) inHyde. The other (Duff, 1969) is aMetromedia station manager's collectionof useful memos and advice on all kindsof talk radio formatsa good supplementto one of the general announcing texts.

Unfortunately there is no good broad-cast performance text. With the demiseof radio drama and live television dra-matic presentations, the writers and themarket for an acting work relatingspecifically to broadcasting seem to havedisappeared. While many good theatertexts are available, a television textis a major need. The nearest thing nowavailable (Dusenbury, 1969) is but apamphlet which offers specific pointersfor prospective TV actors and is a usefulsupplement to one of the theater texts,but is only a start toward the bookneeded.

Writing. There are three basic ap-proaches available in texts for writingcoursesdramatic writing, commercial(continuity) writing, and general writing.Among dramatic writing texts, Wylie(1970) is the latest, most expensive, andmost interestingbut not the mostuseful. It contains 12 full scripts fromrecent network series programs and a lotof useful tips, but for the price the aimis narrow and tends heavily to the name-

dropping and behind-the-scenes ap-proach. Another book of this type isRoberts (11)67, the fifth edition of a workfirst issued in 1954) which is long andshows signs of little revision since itwas first written during the so-called"golden age" of TV. Most of itsexamples arc from long-defunct liveshows and a lot of the information issimply badly out of date (to the degreethe new "edition" is more like a re-printing). The third book of this type(Trapnell, 1966) is the oldest and thebest, being briefer, least expensive andbetter balanced. It offers two majorparts: theory (with discussion of theactor, script form, writer-director roles,character creation) and practice (coveringselling of scripts, role of unions etc.).The book stresses creative writing withinthe television series format which neitherof the other two books does. A fourthvolume (Barnouw, 1962) makes a goodsupplement to Trapnell as the formeroffers a long chapter on the world of theTV writer and over 50 facsimile pagesof various TV scripts with importantpoints demonstrated in each. Two othersupplements are Kingson-Cowgill (1965),basically a collection of scripts forpractice with perhaps 40 pages of sugges-tions and instructions; and Whittle ld-Roddenberry (1968), which gives ex-cellent examples of the art in its detailsof the development of "Star Trek" withdiscussion of character development,examples from the script-writers' guidefor the program and many examples ofactual script elements.

Turning to books specs :izing in adver-tising or continuity writing we haveWainwright (1966, 1970) and Allen-Libscomb-Prigmore (1962). The Wain-wright is changed little if at all from its1966 first edition (so those of you withit need not rush out to buy the "new"one) which offered a well-balanced pre-sentation covering creativity in commer-cials, special techniques in TV advertis-ing, commercials for local use or sellingoverseas, and appendices listing filmand tape studios as well as talent agen-cies. Allen-Lipscomb-Prigmore discussesboth radio and TV but is now nearly adecade out of date. Radio and TV arecovered separately in well-illustrated

I I

format with lots of solid information onadvertising, promotion, station image,and merchandising. Of the two, thelatter is out of date such that the formerdoes a better job in TV advertising.There is need for a radio advertisingtext stressing local sales in local markets.

Finally, a look at two books offeringgeneral approaches radio and TVwriting. Willis (1967) is over half de-voted to the dramatic form, doing a goodjob of covering its key elements, withthe rest covering documentaries andnews, children's programs, comedy shows,commercials and general kinds of talkformats. Hilliard (1967A) devotes onlyabout 20 per cent of his space to drama,the rest to "the types of programs towhich the writer may most frequentlyturn his talents." Though a secondedition, the book has been updatedrather than revised in major fashior.Chapters are devoted to news andsports, special events and documentaries,other types of talk programs, specialprograms for women and children, music,and variety programs. Both books havemany pages of script examples. Thechoice here depends on the courseifit stresses drama, take Willis if not,try Hilliard.

Overall, there is need for more textattention to radio program types andscripts. Television writing is not alwaysthe best introduction to small radiostation facts of lifeand the latter iswhat most student beginners will face.

News Operations. The two most recentand important books in this area dealonly with televisio-:. Fang (1968) giveswell-illustrated attention to most aspectsof TV reporting (as the sub-title says,"writing, filming, editing, broadcasting"),heavily stressing examples from theauthor's network experiences. Appen-dices show three hours of AP news wire,then the scripts of the same evening's(July 28, 1967) major network news tele-casts. Chief competition is Green (1969)which covers the same topics whileoffering cogent comments on the roleand effects of news on society. Theauthor is with KNXT in Los Angeles andhe too, pulls many examples from hisexperience which in many cases seemmore applicable to local station operation.

Both volumes are well-written and organ-ized, the choice between them beingbasically a matter of instructor preferencefor one man's approach versus the other,although Fang is available in a paperbackedition.

Of supplemental use in television newscourses are the three brief conferencesymposiums issued by the Radio Televi-sion News Directors' Association andTime-Life Broadcast. The first (News-film Standards Conference, 1964) is auseful film standards manual; the second(Peterson, 1965) discusses newsfilm con-tent; the third (Peterson, 1966) stressesnewsroom operations and staffing. Allthree are excellent and inexpensive collec-tions of views by practicing newsmen.

There are two useful production booksin radio and TV news. Siller-White-Terkel (1960) has been well thought ofthough it's now badly out of date.Wimer-Brix (1970) is both text (in partone) and workbook, the latter offeringnews reading exercises, writing practice,and listening reports. Of the two, thelatter is by far more useful now.

The only recent book dealing specific-ally in radio news is Dary (1970) whichis intended more as an in-station manualthan academic textbook. It's a briefwork stressing small station operationswhich is exactly where most beginningstudents will get their start. There's aclear need for a radio-oriented work ofgreater depth on the line of Fang orGreen.

Educational Applications. Books deal-ing with educational broadcasting referalmost exclusively to instructional usesof TV, and four such texts are discussedhere, the most recent considered first.Gordon (1970) takes a general view ofITV impact and a specific view of ITVmethods, including equipment and facil-ities needed, means of transmission andcost figuring, preparation of instructionalmaterials, personnel, and classroom situa-tions. The same author helped withCostello-Gordon (1965) which offerssomewhat more detail on practical con-siderations such as studio operations,administration, lesson planning and thelike. Diamond (1964) offers details onseveral school system's approaches toITV in the early 1960's, uses of ITV in

12

teaching given subjects, and administra-tive problems. Appendices offer prac-tical steps and suggestions drawn fromthe earlier experiences making this bookan overview and guide at the same time.The oldest book, the most detailed of thelot, is. Lewis (1961) as, filled with cleardiagrams and easy language, the textcovers studio design and layout, programrecording, equipment installation, staffbuilding and planning. The stress is ontechnical rather than instructionalaspects.

All four volumes are of use today withthe Gordon being most up-to-date andapplicable to classroom training. Thereare several well-illustrated volumes deal-ing solely with classroom design andplanning which are not discussed here astheir aim is less with media than witharchitecture and learning. There is strongneed for a text in the role and functioningof educational radiothe kind of stationsmany of our students first work in whilestill in school. Stress in any new textsin this area should be on those topicsespecially related to education (visualiz-ing lessons, administration, multi-mediaapproaches, etc.) rather than on duplicat-ing existing general audio or video pro-duction information usually available ingreater detail in one of the books dis-cussed below.

Radio/ Audio Production. Perhaps thebest introductory text in audio produc-tion is Oringel (1968), now in its thirdedition with 15 years of basic text usagethus far. Th^ 16 chapters provide con-cise and well-illustrated (photos of recentequipment plus diagrams) discussions ofstudio and control room audio equip-ment, editing, dubbing and cueing pro-cedures for tape and disk recordings,studio communication, remote broad-casts and more. Though dealing withtechnical matters, the work is easy tounderstand, making good use of pro-cedure lists and photo-diagram demon-strations. For the more advanced classor individuals, the ultimate teaching andreference work in audio is the newlyrevised and much enlarged Nisbett (1970)which gives virtually all non-engineeringinformation anyone could need or wantfor any aspect of radio, TV audio, andrecorded sound. All topics in Oringcl

are included here in greater depth andnuance including good coverage of soundeffects, fading and mixing of soundsources, shaping and distortion of sound,etc. There is an unusually completeglossary of 40 pages, excellent usage ofdiagramsand, unfortunately, a steepprice of $10.00 even in paperback.Oringel will likely suffice for most classtext use, but Nisbett should be aroundfor reference and the advanced student.

One good specialty item in audioproduction is a new book on music inradio, TV, and film to replace the Chaseand LaPrade music in radio volumesissued in the 1940's. Dolan (1968) is inessence an updating of these previousworks in light of new equipment andtechniques as it discusses aspects ofmusic writing and scoring, productionincluding recording) methods, studio

set-ups, etc. Like most of these books,it's also web-illustrated with diagrams ofequipment use and musical scoring.

Though audio texts are scarce innumber they are solid in content andany of these should serve courses well.Of possible additional use would be aworkbook to go with the Oringel orNisbett texts.

Television Production. Because of thesteadily growing number of TV produc-tion/direction courses there's getting tobe a near-glut of publication in this area.General texts are covered first, followedby evaluations of the increasing numberof specialty volumes.

The best single volume for the intro-ductory television production course isthe revised edition of Zettl (1968) whichcan be used with its matching workbook.The text is well organized and clearlywritten and gives well-illustrated (photosand simple but effective diagrams) cover-age of essential information on cameras,lenses, audio, sets and settings, graphics,lighting and color production factors.The accompanying workbook is a seriesof short quizzes and practical applicationsbased directly on text materials (limitingits use with other textbooks). Of some-what lesser use as introductory texts areStasheff -Bretz (1968), and Bleum-Cox-McPherson (1961). The former is awell-organized approach to the basics of

13

TV production which is not as well dia-grammed or as concise as Zettl but couldmake a good intermediate text becsiuse ofits aesthetics emphasis. Bleum-Cox-McPherson explains TV for t&pse outsidethe field but needing its servicespublic service groups and the like. Assuch, it soft-peddles cameras and lightsfor specifics of how to prepare materialsfor a program before getting to thestudio. It is so badly out of date nowthat a new edition retaining the manyhandy checklists could be quite useful.

For intermediate or edvanced course-work, there are five general books ofvalue. Millerson (1968) is perhaps thebest single volume on television produc-tion available. Its coverage is complete,its diagrams are numerous and of valueand the latest edition has more coverageof color. It's a bit involved to give tonew students, but for those with at leastminimal experience, it's unexcelled. Alsoof great value, but once again becomingdated (the second edition came 9 yearsafter the firstand we now need athird), is Bretz (1962) which makes; useof photos more than diagrams but doesnot have quite the detailed scope ofMillerson. Its discussion of the aes-thetic basis of production is very good.Davis (1967) offers a brief "grammar"which consists of an annotated listingof conventions (must-do rules), rules (tobe broken only on occasion, with goodreason), and hints or tips (non-bindingsuggestions) on TV production. It'sbrief (80 pp.) and concise. On a similarline though offering greater detail andmore flexibility is Lewis (1968) which isaimed at TV directors to teach themfine points of pictorial interpretation.Lewis offers 21 chapters of "principles"(each qaite clearly organized and num-bered) and three additional chapters of"accessory aptitudes" invaluable to thedirector. Jones (1966, 1969another"revised" book with little or no discern-able change between editions) is devotedto the function of the TV cameraman.It's an expansion of topics discussed inMillerson, Zettl, or Bretz, offering greaterdetail on camera handling and picturecomposition. The man using Jones canbetter help the director attempting tolearn lessonr, from Lewis.

Turning to the specialty works in tele-vision production, the newest is Wilkie(1971) offering the ultimate treatment ofspecial effects in television. Chaptersare devoted to every conceivable effect,though most students and smaller sta-tions will get most use out of the discus-sions toward the book's end on demon-stration aids, animations and cartoons,scoreboards, and signaling devices. Theprice (815.00) is likely to restrict its useto refezence rather than text. Kehoe(1969) from the same publisher is theonly recent volume dealing with make-upfor color and black-and-white TV (andfilm) with many photo-demonstrationsand solid information on everythingfrom pancake to agingagain at thereference book price of 1116.150. Examin-ing the role of color in television isColeman (1968) which offers perhaps70 pages (of 287- see treatment inPart I of this review) on color produc-tion, studio design, color in publicservice and news programs, and colorfilm use in television. There are addi-tional semi-technical articles on thebasics of the various color systems andtheir ramifications. Efrein (1971) offersa good discussion of video-tape produc-tion techniques showing the differencesbetween live and recorded TV operations.Detailed is tape equipment and require-ments, dubbing, editing etc.

Summing UpThe one area where little information

exists amongst production/performancetextbooks is with the new recording/playback technologies about to burston the scene. It is likely that as filmand television technology grows closerand as video cartridges and/or cassettesbecome more available, that new produc-tion arenas (materials aimed at thehome market by syndication, rental, orpurchase) will open up which may wellcall for new means of less-expensiveproduction technique. This is an asyet untouched field for potential textwriters.

Textbooks Discussed in ArticleLike the article it supplements, this

list is not exhaustive, but rather sugges-tive of text availability. Where twoprices are shown, the second refers topaperback editions.

Allen, Louise C., Andre B. Lipswmb, andJoan C. Prigmore. Radio and Telnisims Cos-toggsa.nriglat slew York: Pitman Publish-

Barnouw, Erik. The Td aisies Writer. NewYork: Hill & Wang, 1962. 180 pp. 88.96.

Bluem, A. William, John F. Cm, and GeneMcPherson. Television is the Public Interest:Planning, Production, Palmas:we. NewYork: Hastings House, 1961. 192 pp. $6.95.

Brats, Rudy. Techniques of Televis Produc-tion. New York: McGraw-Hill, 1962 (2ndedition). 517 pp. $12.95.

Chester, Giraud, Garnet R. Garrison, andEdgar E. Willis. Television and Radio. NewYork: Appleton-Century-Crofts. 1971 (401edition). 613 pp. $1095.

Coleman, Howard W., ed. Color Television:The Business of Colored:ling. New York:Hastings House, 1968. 287 pp. $8.96.

Costello, Lawrence F., and George N. Gordon.Teach with Television: A Guide to InstructionalTV. New York: Hastings House, 1966 (2ndedition). 192 pp. $5.95/3.45.

Davis, Desmond: The Grammar of TelevisionProduction. London: Barrie and Rockliff,1966 (2nd edition). 80 pp.

Diamond, Robert M., ed. A Guide to Instruc-tional Television. New York: McGraw-Hill,1964. 304 pp.

Dolan, Robert Emmett. Music in ModernMedia. New York: G. Schirmer, 1968.ea200 pp. $4.96.

Duff, Willis. The Talk Radio Handbook. SanFrancisco: Author, P.O. Boa 26682, 1909.61 pp. $3.75.

Dusenbury, Delwin B. Telnision Performance.Cincinnati: International Thespian Society,1989. 35 pp. $2.00 (paperback).

Efrein, Joel Lawrence. Video Tape Productionand Communication Techniques. Blue RidgeSummit, Pa.: TAB Books, 1971. 255 pp.$12.95.

Fang, Irving E. Television News: Writing.Fikning, Editing, Broadcasting. New York:Hastings House, 1968. 285 pp. 18.95/5.80.

Gordon, George N. Classroom Television: NewFrontiers in ITV. New York: HastingsHouse, 1970. 248 pp. $8.95/5.80.

Green, Maury. Television News: Anatomy andProcess. Belmont, Cal.: Wadsworth Pub-lishing Co., 1909. 352 pp. $7.95.

Hilliard, Robert L., ed. -Oder:landing Televi-sion: An Introduction to Broadcasting. NewYork: Hastings House, 1964. 254 pp. 16.95/3.95.

Hilliard, Robert L. Writing for Television andRadio. New York: Hastings House, 1967(2nd edition). 320 pp. $6.95. (1967-A).

1 4

Hilliard, Robert L., ed. Radio Broadcasting:An Introduction to the Sound Medium. NewYork: Hastings House, 1967. 190 pp. $6.95/4.40 (1967-B).

Hyde, Stuart W. Television and Radio Announc-ing. Boston: Houghton-Mifflin, 1971 (2ndedition). 549 pp. 19.96.

Jones, Peter. The Techniques of the TelevisionCameraman. New York: Hastings House,1909 (2nd edition). 243 pp. $10.00.

Kehoe, Vincent J-R. The Technique of Filmand Television Make-Up For Color and Black &White. New York: Hastings House, 1969(2nd edition). 280 pp. $16.50.

Kingson, Walter K., and Rome Cowgill. Tele-vision Acting and Directing: A Handbook. NewYork: Holt, Rinehart, & Winston, 1985.298 pp. $7.00 (paperback).

Klages, Karl W. Sportscasting. Lafayette,Ind.: Sportcasters (P.O. Box 1076), 1963.154 pp. $4.00.

Lawton, Sherman P. The Modern Broadcaster:The Station Book. New York: Harper, 1961.351 pp. $6.00.

Lawton, Sherman P. Introit:clime to ModernBroadcasting: A Manual for Students. NewYork: Harper & Row, 1963. 157 pp.

Levitan, Eli L. An Alphabetical Guide toMotion Picture, Teletision, and VideotapeProduction. New York: McGraw-Hill, 1970.797 pp. $24.50.

Lewis, Bruce. The Technique of TelevisionAnnouncing. New York: Hastings House,1966. 264 pp. $10.00.

Lewis, Colby. The TV Director, Interpreter.New York: Hastings House, 1968. 255 pp.$8.95/5.95.

Lewis, Philip L. Educational Television Guide-book. New York: McGraw-Hill, 1961. 238pp. $6.95.

Millerson, Gerald. The Technique of TelevisionProduction. New York: Hastings House,1968 (2nd edition). 440 pp. $13.50/7.20.

Newsfilm Standards Conference. A Guidebookand Working Manual for Students and Profes-sionals. New York: Time -Life BroadcastingInc., 1964. 90 pp. $2.50 (paperback).

Nisbett, Alec. The Technique of the SoundStudio: Radio, Record Production, Television,and Film. New York: Hastings House, 1970(2nd edition). 559 pp. $13.50/10.00.

Oringel, Robert S. Audio Control Handbookfor Radio and Television Broadcasting. NewYork: Hastings House, 1968 (3rd edition).154 pp. $7.95.

Peterson, Sheldon, ed. Television Newsfilm:Content. New York: Time-Life Broadcast-ing Inc., 1965. 86 pp. $2.50 (paperback).

Peterson, Sheldon, ed. The Newsroom and theNewscast. New York: Time-Life Broadcast-ing Inc., 1966. 112 pp. $2.50 (paperback).

Roberts, Edward Barry. Television Writingand Selling. Boston: The Writer, Inc., 190(5th edition). 504 pp.

Sigler, Bob, Ted w'hite, and Hal Terkel.Television and Radio News. New York:Macmillan, 1960. 227 pp. $6.95.

Spottiswoode, Raymond, Gen. ed. The FocalEncyclopedia of Film and Television Tech-

13

niques. New York: Hastings House, 1909.1100 pp. $37.50.

Stasheff, Edward, and Rudy Bretz. The Tele-vision Program: Its Direction and Production.New York: Hill & Wang, 1968 (4th edition).335 pp. $6.95/2.95.

Trapnell, Coles. Teleplay: An Introduction toTelevision Writing. San Francisco: ChandlerPublishing Co., 1968. 245 pp.

Wainwright, Charles Anthony. TelevisionCommercials: How To Create Successful TVAdvertising. New York: Hastings House1970 (2nd edition: no discernable change Iron1st of 1966). 318 pp. 18.95/5.95.

Whitfield, Stephen E., and Gene Roddenberry.The Making of Star Trek. New York:Ilallemine Books, 1968. 414 pp. $1.50

(paper).Wilkie, Bernard. The Technique of Special

Ejects in Television. New York: HastingsHouse, 1971. 392 pp. $15.00.

Willis, Edgar E. Writing Television and RadioPrograms. New York: Holt, Rinehart &Winston, Inc., 1967. 372 pp. $6.95.

Wimer, Arthur, and Dale Brix. Workbook forRadio and TV News Editing and Writing.Dubuque, Iowa: William C. Brown Co., 1970(3rd edition). ca360 pp.

Wylie, Max. Writing for Television. NewYork: Cowles Book Co., Inc., 1970. 456 pp.$9.95.

Zettl, Herbert. Television Production Hand-book. Belmont, Cal.: Wadsworth PublishingCo., 1908 (2nd edition). 541 pp. $0.50.

Zettl, Herbert. Television Production Work-book. Belmont, Cal.: Wadsworth PublishingCo., 1968 (2nd edition). 208 pp. $4.50(paperback).

Broadcasting TexthooksForeign, and International

(Reprinted from Educational Broadcasting Review, October, 1971

The basic approach and limitations ofthis survey of current broadcasting

textbooks were presented in Part I (EBR(April 1971), pp. 49-561 which coveredindustry and effects; Part II [EBR (June1971), pp. 50-56] covered production andperformance works. This portion of theseries, like those in the past, refers onlyto in-print textual material published(with two exceptions here) in or after1960. Additional limitations on thispart of the series include the following:no treatment of works dealing solelywith print or film media,' no coverage of

I Though there is a wealth of information inforeign film content and personalities, theredoes not seem to be much available on theeconomics of film on an international basis,suitable for comparison with broadcastinginformation. For the only recent study onthis line, see Thomas Guback, The !Worse-Howl Film Industry (Bloomington: IndianaUniversity Press, 1968), a 244-page volumeconcentrating on prohl.ms of distribution andproduction.

16

propaganda except for selected works onUSIA and RFE the literature on propa-ganda is so large as to require separatetreatment), restriction to English lan-guage works, and ignoring of purely pro-duction-performance works publishedabroad.

Text material is very limited in thisarea if one restricts himself only to worksintended for text usage. The followingreview deals with 64 specific works(listed at the end) and makes referenceto many other publications (in the notes)without which teaching materials inforeign and international. broadcastingare scarce indeed. However, the discus-sion is still selective, as to deal with allin-print and applicable works on Britishbroadcasting, for example, would prob-ably take the entire review. This por-tion of the series is divided into six cate-gories: general foreign/international, legaland technical aspects, comparative sys-tems (concentrating on England, Europe,the USSR and Mainland China, Japan,and Canada), developing areas, educa-tional broadcasting, and the U.S. roleabroad. Of the titles listed in the bibli-ography, 45 appeared in or since 1966

(18 in 1970-71 alone) thus upholding thetrend already noted of an increasing rateof publication in broadcasting subjects.

Textbook EvaluationsGeneral Foreign.'" taxational. The

two most current works dealing with in-ternational communications in the broad-est sense (including but not restricted tobroadcasting) are Merrill-Bryan-Alisky(1970), and Fischer-Merrill (1970), bothworks having John C. Merrill of the Uni-versity of Missouri School of Journalismas common author/editor. The firstbook stresses print media heavily in itscountry-by-country survey of the world,but this revised edition includes goodsummaries of broadcapt media for mostcountries. The second work is a readerdivided along topical rather than regionalor country lines, which in its 41 essays(many original for this book) treats allmedia fairly evenly. The three articlesspecifically treating radio-television arefrom mid-1960s Unesco courses (see be-low). The first book is most useful injournalism courses, while the second willbetter serve the general media or broad-casting course. Neither, however, givesa good sense of the diversity of broad-casting systems, for that is not their chieffocus.

Increasingly, courses in history, polit-ical science and other fields are looking atthe role of communications in and be-tween other countries. Two recent read-ers of this type are Hoffman (1968), whichapplied recent behavioral research to alltypes of international communication(not just media, let alone broadcasting)and Lee11968), which examines the broadrole of media in diplomacy. Both booksconcentrate on policy effects of communi-cation rather than on the means ofcommunicating.'

Turning to works on broadcastingalone, Emery (1969) is the standard workwith excellent detailed coverage of 28countries plus chapters on internationalcommunications organizations, the Ameri-

A fairly recent publication in this area is un-fortunately out of print (a sad malady com-mon in this area, as will be seen in othernotes). See W. Phillips Davison, Interna-tional Political Communication (New York:Praeger, 1963).

17

can role abroad, and pirate broadcasting.Unfortunately, even this large (752 pp.)volume has omissions: Mexico is theonly Latin American country covered,Turkey the only country in the MiddleEast, fewer than 15 pages are devoted toa summary article intended to cover allof Africa, and there is no discussion ofAsian broadcasting except for Japan.Even with the resulting heavy bias tothe developed world, and especiallyEurope, the volume is still the best singlestudy now available. For balance in ageneral course, however, supplementaryreading from one of the sources discussedbelow on developing areas is suggested.

Two other smaller works are useful fortheir detailed supplementary informa-tion' Providing the most detailed infor-mation for the largest number of countriesis Unesco (1965) even though its informa-tion is now nearly a decade out of date.It is objective, offers detailed and officialinformation, and provides good over-view articles by area. Even thoughdated, its low cost and wealth of informa-tion makes this a good text or supple-mentary reader choice.' The World Re-dio -7'V Handbook (annual) is the mostup-to-date source discussed thus far, butit is also least applicable to text use. TheHandbook is issued annually in Denmark(with an updating summer supplement)and contains very detailed listings of fre-quencies, power, and times on the air forall the world's stations (mainly short-wave). Its text suitability is low be-cause it lacks any descriptive material or

s Two of the best studies of world-wide radioand television are now out of print. SeeGeorge Codding Jr., Broadcasting WithoutBarriers (Paris: Unesco, 1959); and Wilson P.Dizard, Television: A World View (Syracuse,N.Y.: Syracuse University Press, 1988).For good up-to-date information see thespecial annual international broadcastingissue of Variety issued in April.

4 The standard reference work, World Cow-inunicalions (Paris: Unesco, 1964) is out ofprint in the English edition (it's available inFrench) and is overdue in revised form.World Radio and Television comes from thissarger study as does another paperback,World Press. Unfortunately, the informa-tion on film economics and audiences is avail-able only in the out-of-print "parent" volume.

analysis.' Possibly useful as a supple-ment to the Handbook, however is Wood(1900) available from the same source,which offers brief descriptions of worldshort-wave broadcasting and can be usedas a core on which to base the detailedinformation from the Handbook.. Evenin paperback, however, the two costabout $11.00 combined.

Finally, mention of two works whicharc almost unique in what they offer.Markham (1970) offers an interestingcollection of papers on the prospects andproblems of teaching and doing researchin international communications (andwhile useful for background, is thus nota text save perhaps for aspiring graduatestudents hoping to enter teaching).'Lichty (1970) is a massive (over SO0pages) bibliography of both foreign andinternational broadcasting which, whilesuffering from some citation, style, andorganizational problems, is without doubt

'Another reference source offering only a barelisting of station frequencies and power rat-ings is Broadcasting Stations of the WorldilV:isltmgtmi; Government Printing Office,1971), an oft-revised four volume paperback.

Wood's volume is due out in a revised printingthis coining year ard the author is at work ona more scholarly presentation with more in-depth coverage and doctunentat ion.

of similar b. Aground interest are the pro-, ceilings of an increasing number of academic

broadcasting.See, for example, Harold Niven (comp.),Interna:imbil Broadooting (Association forProfessional Broadcasting Education, 1771 Ntit., .V...shingtoti, 1).C. 21103.i, $100) for themajor papers and discussions of a workshopheld in November of 1970. Write to 1)r.IValter Emery (Dept. of Speech, Ohio stateUniversity, Columbus 43210) for details onniblie.tilun of the priweedings of his April1971 "Global Broadcasting.' conference; andto Dr. Robert bin,Liay (Dept. ui journalism,University of Nlinnesota, Nlilltleapolis 55.155)for IIIIIIrtnattott oil the proceedings of theRavin, mil Nixon Retirement Symp.'', ;hintwhich was ilt.aite,1 to international communications cilia t1 In and rese.ireh. All of t lie: emeetings have information of sulmainive aidpractical v.. hie to !milt ',omen t grail and tuidergrad

18

the most complete listing of English-language books and articles available inpublished form. Both of these worksare musts for teachers in the field, andthe bibliography ought to be requiredreference for grads concentrating in in-ternational communications.

Legal aml Technical Aspects. Texts inthis area deal with the closely inter-related topics of international organiza-tions (legal aspects and functions), andtechnically-based allocations and trans-mission methods. Looking first at themore general works (leaving satellite-related studies for later consideration),we find Michaelis (190) as an excellenthistorical survey of the development ofinternational telecommunications (radio,telephone, telegraph, and television) tech-nology and law built around a core discus-sion of the International Telecommunica-tion Union's first century. A hand-somely bound, illustrated, and docu-mented volume, Michaelis makes a goodhistorical introduction to internationalbroadcasting.* An excellent though dateddescription of the allocations basis of in-ternational broadcasting comp)l is foundin Smythe (1957), an inexpensive andamazingly concise discussion with awealth of detailed historical information.Far more in depth and up-to-date isLeive (1970), covering some of thesame ground as Smythe, but concentrat-ing on ITU decision-making, internalope.ation and administration. Leive is ahigly detailed advanced text in inter-national administrative law which is rec-ommended for specialized graduate levelcourses. As such, it is a suitable prede-cessor to the long out-of-print Coddinghistory of ITU." Also taking the legal-istic approach is Smith (190), who de-votes about 50 pages to the legalities ofsatellite broadcasting, but m the way

For a brief study of issues (-inning beforethe 1971 Anil 11173 cottlerettees. see Panel

Intrnatioted Teleconnituni...t ins PrilieIII the American Soiet of IntenritionalLaw, teed bitentills(Mat l'elevoninti011ottion%("on: and Ne.vt .S.teps (New York:(. arneg;.1.....n_owittetit for In tinhit ional4)ccasional Paper Ni'. 10, 1971).

Cselirge A. Codilitig, Jr. The Inirnation,it Tett.communication, Colon (Leyden: Brill. 19!2).

presents a current analysis of the legalcontext of international broadcasting,the functions of ITU and regional broad-cast organizations, and the problem ofillegal transmissions. This detailed andaccurate account is suitable for advancedundergraduate courses because of itsbroader coverage than that in Leive.Clearly of value would be a text on thevarious regional organizations (Europeanand Asian Broadcasting Unions, etc.) tosupplement the excellent coverage ofworld bodies now available.

Turning to discussion of technical mat-ters only (specifically, satellites), one ofthe best single volumes exploring boththe history and current developmentsin space communications is Dunlap(1970), a third edition of the work firstissued in 1962. Dunlap does not discusslegal problems, and writes for a popularaudience, but the book has definite textvalue in specialized courses. A less ex-pensive and briefer treatment of com-munication satellites alone is Jaffe (1966),which would make an excellent supple-mentary book for a broader-based course.Analysing the role of satellites in inter-national communications (and especiallyfor developing nations) is Unesco (1968),whose 21 articles are based on a 1965conference and explore the pros and consof direct satellite broadcast exchanges.As a reader it is uneven, but of use, again,in supplementary style. Finally, therecent McWhinney collection (1970) of 11papers deals with satellites in seven,offering views on direct broadcastingfrom many countries, including develop-ing nations. Both the Unesco andMcWhinney collections offer a good bal-ance to the more usual Comsat-orienteddiscussions available here. Because ofthe price difference and larger contents,however, the Unesco is likely to get wideruse than McWhinney."

to The 20th Century Fund has issued fourstudies of satellite communication in thepast three years, but only one is still in print.See 20th Century Fund Task Force on Inter-national Satellite Communications, The Fu-ture of Satellite Communications: ResourceManagement and the Needs of Nations. (NewYork: 20th Century Fund, 1970, $1.00), an 80-page paperback predictive study useful as asupplementary reading. Also of value aretwo recent iolumes of hearings before the

Comparative Systems. Aside from thegeneral works noted above, there areseveral countries or regions which nowhave several specialized studies devotedto their broadcasting systems. Thosedealt with here include Britain, Europe,and Soviet Union and Mainland China,Japan and Canada. The unevenness ofthat listing suggests in itself some needsfor future text writers.

The material available on Britishbroadcasting is immenseall the more soof course, because it's all in English andcomes out at a rate approximating ourown output of radio-TV studies. Evena brief listing of major sources must in-clude the monumental Briggs series (1961,1965, 1970,) which covers BBC historyfrom radio's technical beginnings throughthe end of the war in 1945. This set ofvolumes (to be joined by a fourth andfinal volume taking the story to 1954 andinception of the ITA) is clearly the besthistory of broadcasting available (inEnglish) for any COW' try even though theaggregate price (over $40 in the U.S.,with half of that the cost of the mostrecent volume alone) is far too high formost teachers, let alone their students.Offering one-volume surveys of Britishbroadcasting are Paulu (1956), whichpresents the BBC as ITA was just get-ting started; Paulu (1961), a sequelwhich offers in-depth treatment of bothBBC and ITA operations after the initialadjustment to a bifurcated system; andWedell (1968), which is probably thebest single-volume treatment of British

19

Subcommittee on National Security Policyand Scientific Developments of the HouseCommittee on Foreign Affairs, SatelliteBroadcasting: Implications for Foreign Policy(91st Cong., 1st Sess., May 1969), and ForeignPolicy Implications of Satellite Communica-tions (91st Cong., 2nd Sess., April 1970).Both contain contributed papers as well astestimony on the topic and both should beavailable at no charge from the committee.Finally, dealing almost exclusively with thesetting up and early operations of the Com-munications Satellite Corporation (Comsat)is Lloyd D. Musolf (ed.) CommunicationSatellites in Political Orbit (San Francisco[now Scranton, Pa.]: Chandler, 1968), a 190-page reader with some 30 articles. The RandCorporation (1700 Main St., Santa Monica,Cal. 90406) has an extensive and constantlyup-dated list of I-atellite studies, many relat-ing to international communications aspects.

radio aw l television today. Each ofthese three is s( imothing like a "snapshot"view of the stystem at a particular time,and though Paula is an American, evenBritish sources have greatly admired hisinsight and analysis. Paula's volumesconcentrate on operations and program-ming while Wedell examines the policyand planning factor."

Teaching material for the rest of(Western) Europe is limited mainly toEmery (1969), already discussed, andPaula (1967). The Paulu text offers amid-1960s topical approach to broad-casting in Germany, the Benelux coun-tries, France, Italy, Switzerland, Austria,Sweden and brief mention of other west-ern countries as well as Warsaw Pact na-tions. The text concentrates on facili-ties. structure and organization, rinanceA,and both information and entertaimentprogramming. 12 Other valuable inforiaation on Western European broadcastingis found in current issues of EuropeanBroadcasting Review (Part BGeneraland Legal), and Gazette, as well as otherEBfiepublications."

TFere are four in-print texts dealingwith broadcasting (and other media) inthe Soviet Union and/or Mainland China.Markham (1967) is the only volumewhich covers both countries sequentially,but .Nith a heavy emphasis on printmedia. Hopkins (1970) offers more in-depth treatment of Soviet media includ-ing lengthy discussions of radio-TV andfilms in the USSR. Inkeles (1958) is abadly dated yet still interesting discus-sion of Soviet media which deals heavilyin propaganda means and ends as well.Yu (1964) is the only volume devoted

11 The best source of current information isthe current handbook of the tine and thesimilar volume for ITA, and both havebibliographies.

14 Paula is presently preparing another volumeto cover in similar detail broadcasting inEastern Europe. Publication date is not yetset.

14 For a detailed discussion of E13U mono-graphs and other publications, as well asother English-language publications fromvarious countries, see the report in Broad-csting Bibliophile's Booknotes I1:6 (May1971), pp. 4-7. Of particular value is thesoon-tobe-revised monograph on the Organi-zatio of Broadcasting.

20

exclusively to the People's Republic ofChina and offers a heavy emphasis inpropaganda methods as well as detailedcoverage of media operation as it wasprior to the Cultural Revolution in thelate 1960s. For good discussion ofChinese media, a combination of Mark-ham and Yu is best, while for Sovietmedia Hopkins is the clear choice.For courses emphasising propagandamethods, all four %re =qui.

Japanese broadcasting is also well-covered, thanks primarily to an extensivepublishing program of Nippon HosoKyokai (NHK)the Japanese Broad-casting Corporation. Of particular in-terest is the Eguchi-Ichinohe ,1971) col-lection of ten articles, five of them cover-ing most aspects of Japanese broadcast-ing, the other five being reprints of re-search articles on other countries' sys-tems. Also of value are the Studies ofBroadcasting volumes, an annual seriesissued since 1963 under NHK auspices.Furo (1971) offers the most recent in-depth published research on the effectsof television on young people since thework of Himmelweit-Oppenheim-Vince(1958, and out of print) and Schramm-Lyle-Parker (1961). See also the Japa-nese studies on educational broadcastingdiscussed below."

Information on Canadian broadcastingis available, though not in the amount,variety and quality which might be ex-pected. The two best histories are Peers(1969), which covers in great detail thepolitical-legal developments up to the1951 inception of television, and Weir(1965), which concentrates on the historyof the CBC from its inception to the early1960s. Both authors were employed byCBC and show their bias in its favor, butboth are well-informed. Peers covers too

14 Perhaps the single most useful volume fromNHK is The History of Broadcasting in Japan(Tokyo: NHK Radio & TV Culture Institute,1967), a 436-page English illustrated conden-sation of the standard three-volume Japanesework of the same title. A limited numberof copies may be available for libraries.NHK issues a very useful annual Handbookin the middle of each year which is a wealthof program, audience, and economic informa-tion and statistics, as well us the monthlyNHK Today and Tomorrowcopies availablefree on request.

short (and old) a time be of much usein this country, and Weir gives shortshrift to the commercial broadcaster'srole. Jamieson (1966) offers a less-scholarly book concentrating on the pri-vate broadcastera good balance to theother two--written from the author'svantage point as a member of Canada'sParliament. Of these three major works,Peers is the most objective (and with asecond volume bringing the story up todate, could be definitive), Weir the mostinclusive (but CI3C- biased), and Jamie-son the lightest (but best for the privatebroadcaster's views)." For a short viewtying it all together, Shea is fair andbalanced between all elements. A spe-cialized study on Canadian broadcastadvertising, Firestone (1966), is a valu-able discussion of current practices mak-ing for interesting comparison with U.S.practices.

Developing Areas. The standard in-troductory text here remains Schramm(1964), written under the auspices ofUnesco and now available in paperback.It offers a clearly written analysis of theproblems and potential of media in thedevelopment process. Of possible use asan advanced text is Rodgers-Svenning(1969) discussed below. Pve (1963) andLerner-Schramm (1967), both of whichlean heavily to Asian countries for exam-ples, are readers offering a diversity ofviewpoints. Pye's contributors speakmore specifically on media in politicalcommunication within a country, whilethe Lerner-Schramm compilation devotesmost of its attention to case studies ofMainland China, the Phillipines, andIndia, stressing economic and socialfactors. Two shorter studies are thoseof Sodepax (1970), a two-volume com-pilation of papers and bibliography onpotential church roles in applying mediato development, and Pool et al. (1971),

" I am indebted to Dr. Alexander F. Toogoodof Temple University for his views on thesevolumes. He is the author of Broadcastingin Canada: Aspects of Regulation and Control(Ottawa: Canadian Avociation of Broadcast-ers, 1969), a detailed legal history availablefor $25.00 per copy with discount availablefor quantity orders. The study is well-documented and objectivean excellent ref-erence work unfortunately priced too high fortext adoption consideration.

21

which offers a very brief overview of themajor issues as they appeared at the startof the decade.

Aside from the Asian "bias" noted intwo of the readers above, an increasingnumber of area-emphasis works are ap-pearing." An interesting study of theunique and seemingly insurmountableproblems of India is found in Rao (1966),which carefully examines media impacton two types of rural villages, one de-veloping, and the other still locked intradition. His field method and resultsare useful for Asia as a whole and otherregions as well. Until this year, Africawas represented only in Doob (1961), astudy of all types of communicationwhich stresses face-to-face contacts anddiscusses media only briefly and in-directly. Hachten (1971) is now the texton African media covering first some gen-eral topics (media systems, news flow,varied roles of governments, foreign cor-respondents, etc.) and then case studieswhich stress former British Africa (Ni-geria, Ghana, Ivory Coast, Senegal,Kenya, Zambia, and South Africa).Even with its journalistic stress, thisup-to-date book is indispensable." Tworesearch volumes examine media role inLatin America. Deutschmann et al.(1968) is an unfortunately over-pricedvolume that discusses media technologyas one of several important changeagents in the modernization process.Rodgers-Svenning (1969) is a highly de-tailed and somewhat complicated an-alysis of media impact on five Colombianvillages in the Andes, which also bringsother studies into support of its thesisthat all development is a matter of somesort of communication. Both Latin

14 The pioneering work of this type is still avail-able, though it's now badly dated, as fieldwork supporting it was done in the late 1940e.See Daniel Lerner, The Passing of the Tradi-tional Society (New York: Free Press, 1958),which is a study of the Middle East stronglystressing mt dia's role in development.

IT Dr. Sydney W. Head of Temple Universityis in the initial stages of assembling authorsfor a reader tentatively titled Broadcastingin Africa: A Continental Survey of Radio andTelevision to be published by T2mple Uni-versity Press in another year or so.

American studies, particularly the latter,arc best used in advanced courses withstudents already introduced to the basicissues.

Continual study and updating of re-search and opinions on the media role indevelopment will be necessary if theclassroom is to serve as training ground.A partial step in this direction (partial inthe sense that they are brief and issued inlimited numbers periodically) are the of-ten excellent Unesco Reports and Papersin :Mass Communications, most of whichin recent years have been devoted to theproblems of developing areas. There areusually four to six new titles yearly andthey give current information from con-ferences and other official sources. Ofvalue as well, of course, are the standardresearch journals, especially EuropeanBroadcasting Reivezo (which reports ex-tensively on former colonial nations), andGazette.

Educational Broadcasting. As nearlyall media use in developing countries canbe considered educational, texts discussedin this section and just above may beconsidered practically interchangable inmany cases. There are few books deal-ing specifically with educational mediain developing countries." Perhaps thebest survey is that by Schramm et al.(1967), which is based on some 25 casestudies published in three short volumesby the International Institute for Edu-cational Planning (1967), the four-volumeset being available from Unesco. Thesummary volume offers a view of world-wide trends and makes specific policy:suggestions for media planners, while thethree case study volumes detail ETVgrowth and applications (plus a few radiostudies) in both developed and developingcountries. A general international coursecan do well with oi.iy the summary vol-ume (the only general and current source

II Many of those are in foreign languages or oflimited interest because of specificity. Anexample of the former is Jesus Garciajimenez, Television Educaliva Para AmericaLatina (Mexico City: Editorial Porrua S.A.,1970), which iA a superior VA page survey ofETV in all Latin American countries. Anexample of the latter are the many studies ofETV in India, mainly published by the gov-ernment or Indian universities.

22

available)," while more advanced or spe-cialized courses might want all four.

English-language publications on edu-cational broadcasting in specific coun-tries seem to exist in suitable text formatonly for Britain, Canada and Japan (be-side the U.S., of course, covered in PartsI and II of this series). Britain is well-covered it. Robinson (1966), Moir (1967)and Gibson (1970). The first two offercollections of papers delivered at twoseparate 1966 conferences on the role andprospects of educational broadcasting.Robinson's collection stresses the BBCrole and covers radio as well as TV, Moirgives more attention to the commercialcompanies' role and deals only with -TV,and Gibson offers brief administrativeand programming guidelines which area useful reflection of current practices inBritain. All three are useful, with Robin-son being perhaps the best balanced andmost inclusive. Canada is covered inLambert (1963), which presents a de-tailed history of school broadcasting de-velopment, thus ignoring other types ofeducational broadcasting.20

Japan is represented not only by thepublications of NHK but by two recentvolumes published separately, deVera(1967) on the role of educational tele-vision (concepts, audience, and effects),and Nashimoto (1969), which is a com-plete history of educational radio andTV from the mid-1920s to the mid-1960s.The latter devotes extensive attention toadministration, programs, audience sur-veys and observed effects, and the role ofthe teacher. Nashimoto's work, thoughtwice as expensive, is clearly the moreinteresting for its broader scope. Mostother countries, the 'U.S. included, wouldbe well off to have such a history.

There is room for studies of educationalbroadcasting in other countries, especiallythose like Italy, France, Colombia, and

11 An earlier source is now out of print. SeeHenry Cassirer, Television Teaching TodayParis: Unesco, 1960).

20 A broader and more recent view is not asreadily available. See Earl Rosen (ed.),Educulional Television, Canada: The Develop-ment and Stale of ETV, 1888 (Burns andMaeliachern Ltd., 1966), a 100page paper-back review of survey results and publica-tions presenting a "snapshot" view of thesituation in that year.

Mexico which have special projects un-derway. There is now no overview textof educational broadcasting progress inEurope,2' nor any specific work on educa-tional media use in the communistnations.

U.S. Role Abroad. Most book-lengthstudies of the U.S. role in internationalcommunications deal with the USIA andits broadcasting arm, Voice of America.Sorensen (1968) is a very good history ofthe agency with some information ongovernment activities which preceded it.Elder (1968) and Henderso, (1969) seemnearly identical in coverage of the modern-day USIA operation, though Elder offersthe more intensive examination. Hen-derson presents chapters on VOA, andUSIA in the Vietnam war, and his generalapproach is broader than Elder whoclosely examines the decision-makingpolicy process at various agency levels.Rubin (1968) provides an in-depth dis-cussion of USIA objectives as seen byCongress, the Executive Branch and inUSIA itself. His book, like both Hen-derson and Elder, is based heavily onprimary documents and interviews andis thus that best of all possible worldsatext book with fresh research. Bernaysand Hershey (1970) is a book builtaround a reprinting of some congres-sional hearings on the pr'blems of de-fining and meeting USIA's stated ob-jectives. The first half of the volume isa collection of special papers, the secondhalf a reprint of the government hearing.Except for the most detailed or ad-vanced course, however, either Hender-son or Elder will suffice, the choice be-tween them depending on level of student(Henderson is easier to grasp) and aimof the course.

There is, as yet, little available onother U.S. international broadcasting ef-forts. Radio Free Europe is minutelyanalysed in Holt (1956), which is nowbadly dated (his coverage ends with the-----II Aside from European broadcasting publica-

tions already noted, many of which relate toeducational broadcasting, see Council forCultural Cooperation [of thel Council ofEurope, Direct Teaching By Television (Stras-bourg, Council of Europe Series on Education in Europe, 1967), for a 100-page discussionof developments in France, Italy, and Britain.

Polish and Hungarian uprisings of 1956)but still offers solid data on RFE's in-ception and early years." There is greatneed for a book covering Radio Liberty,Radio in the American Sector (of Berlin),and RFE as they now are, and a volumeon the Armed Forces Radio-TelevisionService would be of value as well.

Studies of quieter American efforts arefew. Kelman-Ezekiel (1970) is an in-depth study of the effects of a 1962seminar of foreign broadcasters broughtto observe radio-TV operations here.The study evaluated the personal im-pact of the seminar on the 28 participantsand their impact at home, but the factthat the book was published eight yearsafter the events took place is sympto-matic of the limitations in scholarlywriting and publishing. It's an interest-ing but isolated and thus esoteric case."

Summing UpThanks to a rapidly increased rate and

variety of publication in the past twoyears or so, our textbook choices inforeign and international broadcastingare in relatively good shape. We needfurther up-dating on broadcasting's rolein developing countries, a new edition ofthe standard Unesco World Communica-tions, an overview of educational broad-casting's development and potential, agood study in comparative communica-tions (broadcasting) law, and a one-vol-ume history of world and internationalbroadcasting. Perhaps the major miss-ing link is a study of the world's audiencefor all kinds of broadcasting, and theeffects the medium has and is having.

22 A popular but more recent telling of the RFEstory is now out of print. See Alan Michie,Voices Through the Iron Curtain (New York:Dodd, Mead, 1963).

23 Research monographs on various Americanprojects abroad are constantly appearing butoften receive little attention. This is unfortunate as many of these ephemeral effortsmade for useful class case-studies. A case-in-point is the Peace Corps ETV project inColombia, extensive reports on which areavailable from ERIC (ERIC Clearinghouseon Educational Communication, StanfordUniversity), and the Rand Corporation (ad-dress in note 10), the latter offering threecritically analytic reviews of the wholeproject.

23

Textbooks Discussed in ArticleLike the article which it supplements,

this list is not exhaustive, but rather sug-gestive of text availability. Where twoprices are shown, the second refers topaperback editions.Bernays, Edward L. and Burnet Hershey

(eds.). The CaseL.,

Reappraisal of U.S.Overseas Information Policies and Programs.New York: Praeger Special Studies, 1970.316 pp. $12.50.

Briggs, Asa. The Birthin

Broadcasting: TheHistory of Broadcasting sn the United Kingdom[to 19281. London: Oxford University Press,1961. 425 pp. $10.00.

---. The Golden .4 ge of Wireless: The Historyof Broadcasting in the United Kingdom [1997 to19391. London: Oxford University Press,1965. 688 pp. $12.50.

The War of Words: The History ofBroadcasting in the United Kingdom (1988 to19451. London: Oxford University Press,t970. 766 pp. $21.00.

Deutschmann, Paul J., H. Ellingsworth, andJohn '1'. MeN elly. Communication and SocialChange in Latin America. New York: Praeger,1968. 142 pp. $15.00.

deVera, Jose M. Educational Television inJapan. Rutland, Vt.: Charles E. Tuttle,1967. 140 pp. $6.00.

Dizard, Wilson P. Television: A World View,Syracuse, N. Y.: Syracuse University Press,1966. 349 pp. $7.95.

Doob, Leonard. Communications In Africa: ASearch for Boundaries. New Haven: YaleUniversity Press, 1961. 406 pp. $6.75/2.45.

Dunlap, Orrin E., Jr. Communications in Space:From Marconi to Man on the Moon. NewYork: Harper & Row, 1970. 338 pp. $7.95.

Eguchi, H., and H. Iehinohe, (eds.) Interna-tional Studies of Broadcasting tVith Special Ref-erence to the Japanese Studies. Tokyo: NHKRadio & TV Culture Research Institute,1971. 301 pp. $4.50 (paper).

Elder, Robert E. The Information Machine:The United States Information Agency andAmerican Foreign Policy. Syracuse, N.Y.:Syracuse University Press, 1968. 356 pp.$10.00.

Emery, Walter B. National and internationalSystems of Broadcasting: Their Hwtory, Opera-tion and Control. East Lansing: MichiganState University Press, 1969. 752 pp. $12.50.

Firestone, 0. J. Broadcast Advertising inCanada: Ass, and Future Growth. Ottawa:University of Ottawa Press, 1966. 358 pp.$3.75 (paper).

Fischer Heinz-Dietrich, and John C. Merrill(eds.). International Communication: Media,Channels, Functiow,. New York: HastingsHouse, 1970. 508 pp. $12.95/8.20.

Furo, Takeo. The Function of Television forChildren and Adolescents. Tokyo: MonumentaNi, nice (Sophia University), 1971. 323 pp.$9.,

Gibson, Tony. The Use of ETV: A Handbookfor Students and Teachers. London: Hutchi-son Educational, 1970. 127 pp. $2.00 (paper).

Hachten, William A. Muffled Drums: The NewsMedia in Africa. Ames: Iowa State Univer-sity Press, 1971. 314 pp. $9.50.

Henderson, John W. The United States Infor-mation Agency. New York: Praeger, 1969.324 pp. $8.50.

Hoffman, Arthur S. (ed.). international Com-munication and the New Diplomacy. Bloom-ington: Indiana University Press, 1968. 206pp. $6.95.

Holt, Robert T. Radio Free Europe. Min-neapolis: University of Minnesota Press,1958. 249 pp. $5.00.

Hopkins, Mark W. Mass Media in the SovietUnion. New York: Pegasus, 1970. 384 pp.$8.95.

Inkeles, Alex. Public Opinion in Soviet Russia:A Study in Mass Persuasion. Cambridge,Mass.: Harvard University Press, 1958.393 pp. $7.50.

International Institute for Educational Plan-ning. New Educational Media IN Action: CaseStudies for Planners. Paris: Unesco, 1967.Published in three volumes (203 pp.; 226 pp.;and 198 pp.). $4.50 each (paper).

Jaffe, Leonard. Communications in Space.New York: Holt, Rinehart & Winston, 1966.176 pp. $2.00 (paper).

Jamieson, Don. The Troubled Air. Frederic-ton, N.B.: Brunswick Press, 1966. 237 pp.$5.75.

Kebnan, Herbert C., and Raphael S. Ezekiel.Cross-National Encounters. San Francisco:Jossey-Bass, 1970. 368 pp. $10.50.

Lambert, Richard S. School Broadcasting inCanada. Toronto: University of TorontoPress, 1963. 223 pp. $5.00.

Lee, John (ed.). Diplomatic Persuaders: NewRole of the Mass Media in International Rela-tions. New York: Wiley, 1968. 205 pp.$8.50.

Leive, David M. International Telecommunica-tions and International Law: The Regulation ofthe Radio Spectrum. Leyden (Netherlands):A. W. Sijthoff, 1970 (available in this countryfrom Oceana Publications Inc.). 388 pp.$16.50.

Lerner, Daniel, and Wilbur Schramm (eds.).Communication and Change in the Develop-ing Countries. Honolulu: East-West CenterPress, 1987. 333 pp. $9.50.

Lichty, Lawrence W. (comp.). World and In-Sensational Broadcasting: A Bibliography.Washington: Association for ProfessionalBroadcasting Education, 1970. 881 pp.$15.00/10.00 to APSE members (paper).

Markham, James W. Voices of the Red Giants:Communications in Russia and China. Ames:Iowa State University Press, 1967. 513 pp.$9.50.

(ed.). International Communication as aField of Study. Iowa City: University ofIowa Publications Department, 1970. 158pp. $3.50 (Edwapaper).

McWhinney, rd (ed.). The InternationalLaw of Communications. Leyden (Nether-lands): A. W. Sijthoff, 19', (available in thiscountry from Oceana Pubs ations Inc.). 170pp. $7.50 (softcover).

21

Merrill, John C., Carter R. Bryan, and MarvinAlisky. The Foreign Press: .-1 Survey of theWorld's Journalism. Baton Rouge: LouisianaState University Press, 1970. 306 pp. $7.95(paper).

[Michaelis, Anthony R.] From Semaphore toSatellite. Geneva: International 'I elecom-munieations Union, 1965. 343 pp. $9.00.

Moir, Guthrie (ed.). Teaching and Television:ETV Explained. Oxford (England): Per-ganion Press, 1967. 170 pp. $6.0014.00.

Nishimoto, Mitoji. The Development of Edu-cational Broadcasting in Japan. Rutland, Vt.:Charles E. Tuttle, 1969. 287 pp. $12.50.

Paulu, Burm: British Broadcasting: Radio andTelevision in the United Kingdom. Minne-apolis: University of Minnesota Press, 1956.457 pp. $0.00.- British Broadcasting in Transition.Minneapolis: University of Minnesota Press,1961. 250 pp. $5.00.

Radio and Television Broadcasting onthe European Continent. Minneapolis: Uni-versity of Minnesota Press, 1967. 290 pp.$7.50.

Peers, Frank W. The Politics of CanadianBroadcasting: 1810-19111. Toronto: Univer-sity of Toronto Press, 1969. 466 pp. $13.50.

Pool, Ithiel de Sola, Philip J. Stone, andAlexander Szalai. "Communications, Com-puters and Automation for Development,"UNITA R Research Reports No. 6. NewYork: United Nations Institute for Trainingand Research, 1971. 61 pp. $2.00.

Pye, Lucian W. (ed.). Communications and Po-litical Development. Princeton, N. J.: Prince-ton University Press, 1963. 381 pp. $6.50 /-2.95.

Rao, Y. V. Lakshmana. Communication andDevelopment: A Study of Two Indian Villages.Minneapolis: University of Minnesota Press,1966. 145 pp. $4.50.

[Robinson, John (ed.)]. Educational Televisionand Radio in Britain. London: British Broad-casting Corporation, 1966. 292 pp. $3.00.

Rodgers, Everett M. in collaboration withLynne Svenning. Modernization Among Peas-ants: Impact of Communications. New York:Holt, Rinehart & Winston, 1969. 429 pp.$8.00.

Rubin, Ronald I. The Objectives of the U.S.Information Agency: Controversies and An-alysis. New York: Praeger Special Studies,1968. 251 pp. $12.50.

Schramm, U'ilbur. Mass Media and NationalDevelopment. Stanford, Cal.: Stanford Uni-versity Press/Unesco, 1964. 333 pp. $7.50 /-3.50.

- -, P.H. Coombs, F. Kahnert, and JackLyle. The New Media: Memo to EducationalPlanners. Paris: Unesco, 1967. 175 pp.$3.95 (paper).

Shea, Albert A. Broadcasting the CanadianWay. Montreal: Harvest House, 1963. 130pp. $2.00 (paper).

Smith, Delbert D. International Telecommuni-cation Control. Leyden (Netherlands): A .W.Sijthoff, 1969. 231 pp. $8.00.

Smythe, Dallas W. The Structure and Policyof Electronic Communications. Urbana: Uni-versity of Illinois Bulletin, 1957. 103 pp.$1.50 (paper).

Sodepax (Committee on Society, Developmentand Peace). Church, Communication, Devel-opment. Geneva: Ecumenical Centre (150Route de Ferney), 1970. ((two volumes;documents and bibliography) $3.50 each(Paper) .

Sorensen, Thomas C. The Word War: TheStory of American Propaganda. New York:Harper & Row, 1968. 337 pp. $6.95.

Studies of Broadcasting. Tokyo: Radio andTV Culture Research Institute of Ni g. nHose Kyokai, 1963-69, 1971-(Annual).on Request.

Twentieth Century Fund Task Force on In-ternational Satellite Communications. TheFuture of Satellite Communications. NewYork: Twentieth Century Fund, 1970. 80pp. $1.00 (paper).

United Nations Education, Scientific and Cul-tural Organization. Reports and Papers inMass Communications. Paris: Unesco, 1951 -Date (series with four to six new titles peryear at varied prices).

. World Radio and Television. Paris:Unesco, 1965. 159 pp. $3.50 (paper).

Communication in the Space Age: TheUse of Satellites By the Mass Media. Paris:Unesco, 1968. 200 pp. $4.00 (paper).

Wedell, E.G. Broadcasting and Public Policy.London: Michael Joseph, 1968. 370 pp.

Weir, E. Austin. The Struggle for NationalBroadcasting in Canada. Toronto: McClel-land & Stewart, 1964. 477 pp. $12.50.

Wood, Richard E. Shortwave Voices of theWorld. Park Ridge, N.J.: Gilfer Associates,1969. 96 pp. $3.95 (paper).

World Radio-TV Handbook. Park Ridge, N.J.:Gilfer Associates, 1947-Date (annual). ca.300+pp. $6.95 (paper).

Yu, Frederick T.C. Mass Persuasion in Com-munist China. New York: Praeger, 1964.186 pp. $5.00.

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Broadcasting Textbooks IV:General Mass Media

( u ed from Educational Broadcasting Review, February, 1972)

is is the fourth and final part of areview series begun nearly a year ago

whose purpose has been to review the cur-rent status of broadcasting and related-subject textbooks, concentrating on vol-umes published since 1960. In this part,the focus is on general communicationsvolumes, excluding specific volumes deal-ing with film or print or broadcast media,but attempting to survey most of thepertinent titles which attempt to coverall media. Again, the emphasis is onin-print volumes written as texts since1960, with production volumes beingexcluded.

It seems each section of this series hascovered more books than the preceding;here we discuss 71 titles, six of which ap-peared before 1960, 53 in or after 1966,and no fewer than 22 in 1970-71 alone.Publication, as in the categories discussedearlier, is clearly picking up speed. Thenumber of readers in mass communica-

26

tions, for example, is rapidly approachingthe ridiculous level; the writer knows of atleast six in pre-publication not listed heresince they aren't yet available. Earlierarticles noted topic areas needing text-books, but it would seem clear from thebooks discussed below that we do notneed any more general introductoryreaders. Note, however, that there aresome needs in the mass communicationsarea.

The 71 titles are discussed under theseheadings: general introductory texts,media history, media journalism, mediatheory, media effects, control-respon-sibility, basic readers, advanced readers,British media (a few general works ofvalue to us) and some reference works.

Textbook EvaluationsGeneral Introductory Texts. Included

here are volumes written as texts ratherthan assembled as readers. The oldeststand-by, Barnouw (1958), is still inprint, but suffers from being so dated inboth concept (as much of the academicwork in this field has developed sincethen) and detail.

The current ruling trio, then, is madeup of books published within a year of oneanother; the third edition of Etnery-Ault-Agee (1970), the second of Rivers-Peterson- Jensen (1971), and the first ofSteinberg (11.170). For several reasons,I rank them in the order listed. Whileno single text can adequately serve alone,the latest Emery-Ault-Agee has addedmore film and broadcast data, and hasthe best detailed coverage (and by far thebest bibliography and career informationthe latter being a major selling point tostudents these days). Rivers-Peterson-Jensen is strong in theory (a weakness ofthe other two), but its organization ismore topical and episodic with less mediaorganization and operation. It is thebest volume of the three, however, forstimulating student thought on mediaproblems and prospects. The last vol-ume, Steinberg, is by far the weakest; itsuffers from many gross errors and badproof-reading, and is much more super-ficial than the other two, though its over-all organization is best. There is notenough competition in this area, however,and there is strong need for at least twoor three more competing titles offeringsome choice in organization and treat-met of the broad mass communicationfield.

There are some other volumes ofsmaller scope that are useful as texts incourses which also use readers (see below).Wright (1959) is aging but still an excel-lent brief introduction to the basic con-cepts. Lacy (1965) offers a very briefoverview of American media as they werein the late 1950s, concentrating on issuesof freedom and censorship. Bretz (1970)provides an interesting and easily under-stood technological approach to mediasystems, stressing current problems andlikely future developments, and seekingto organize media in terms of their tech-nical characteristics. The volume is al-most unique at this pointand is likelyto prove a pathfinder in a field becomingincreasingly technological in orientation.

Media History. All the publications inthis area have i:peen published in the lasttwo yearsand it is to be hoped thatmore join the circle. Best balanced, andnow more readily usable in classroomsbecause of availability in paperback, is

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Nye (1970), the first attempt at a fairlydetailed overview of the development ofall popular culture (including minstrelshows, popular literature, circuses, music,etc.) in America. The man writes witha flair and the book's only drawback(besides its almost unavoidable super-ficiality in spots) is that no fewer than50 pages are devoted to poetry; the au-thor being an English professor, perhapsthis couldn't be helped, but that space, inmy mind, would have been better de-voted to deeper treatment of modernmedia, especially popular print media.The volume is recommended and usefulat any college level. Taking a whollydifferent approach is Gowans (1970),which looks at the visual arts (includingsuch media as photography, comics,movies, cartoons, and television) in thecontext of the role of all illustrative arts(high and low) in society. The volumeis about 150 'pages devoted to mediatopics (including a chapter on advertis-ing), but it is emphasis on the context inwhich the media coverage appears thatmakes this volume unique, and especiallyuseful in fine arts approaches to mediastudy. Looking in some detail at in-structional uses of all types of media isSaettler (1969), a volume that should beon the shelves of L11 EBR readers, andone which makes an excellent text over-view of developing uses of instructionaltechnology for educational media coursesand programs. The detail and synthesisof previous research literature is superband again, as with the other volumesmentioned in this history section, it isunique. A fourth and final unique his-tory approach is that of Farrar-Stew :11s(1971), which offers a reader with 11original essays on problems in communi-cations history. Ih-st utilized at anupper-division or graduate level, as itassumes a fair knowledge of media sys-tems and operation, it is provocative andwill hopefully point the way to futurereaders devoted to media development.

It is also to be hoped that competitionin overall media history will be forth-coming against the Nye book. There aremany lessons of the past to be appliedto problems of the present and futureand texts are only just beginning to ap-pear in this area.

Media Journalism. Another relativelyrecent trend within general mass com-munications text publishing is the jour-nalistically oriented text. In the past ajournalism text almost always meantnewspaper perhaps also magazinecov-erage and nothing else. That focus iswidening considerably. Most recent isa news-oriented introductory text, Mer-rill-Lowenstein (1971), which is a currentproblems volume seeking to involve itsreaders in a thought-provoking process.Its 17 chapters, about half by eachauthor, explore topics like the role ofnews and opinion media, the media audi-ence, and ethics and controls in newsmedia. The book seeks to explore criti-cism of the press (meaning all media)while providing a conceptual backgroundand viewpoints of its own. Hulteng-Nelson (1970) serves a similar purpose ona siniiliar level (say, sophomore or junior),thus offering a choice of two inexpensivepaperbacks. On a more specific level,Lyle (1967), offers a detailed analysis ofthe news media's role in Los Angeles:first some 75 pages on news media in gen-eral, then 130 pages on the role of newsand news gathering and reporting in thecit y and its suburbs. The microcosm isan excellent case study of news problemsand prospects. Detailing the likely ef-fects of technology on news gatheringand reporting is Bagdikian (1971), one ofthe most important and interesting mediabooks published in some years. The na-tional news editor for the WashingtonPost, his book is the result of a two-yearRand Corporation study into likely mediatechnology trends and their effects onmedia content. His analysis of currentorganization and economics in the fieldis excellent, and a recent paperback re-issue should help text adoptions. Takinga strong anti-establishment viewpoint isthe sharply critical Schiller (1971 reprintof 1969 original issue), which exploresthe effects of big business control ofAmerican media here and overseas. Thevolume is well documented and detailedbut highly opinionated and is recom-mended for upper-level and graduatecourses after a student has some basis ofknowledge of the system as it presentlyexists. There are numerous readers de-tailed below which play into this area,

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the most useful being Agee, Casty, thejournalism volume by the Kirsehners,Christianson-McWilliams, Katz et al.,and Berelson-Janowitz. Combinationsof one or more of these readers with oneor more of the texts noted here wouldmake for well-rounded reading in ajournalistic-oriented media course.

Media Theory. The best basic intro-duction to this area for beginning stu-dents remains DeFleur (1970), now in asecond edition with the theory chaptergreatly revised. The brief history chap-ters are excellent and the effects andtheory discussion is clearly written andeasily understood. For more advancedand thought-provoking opinions, theolder Jacobs (1961) collection is still use-ful, although it takes a strongly elitistpoint of view. A good counter to Jacobsis Mendelsohn (1966) a sociologicallyoriented discussion into the pleasure andentertainment role of mass media whichstrongly defends that role in the face ofexisting criticism. Use of both books issure to encourage class discussion anddebate. Looking at communications inthe broadest sense (not just media) isBerlo (1960), which remains one of theclearer introductions to communicationstheory for undergraduates. Its manydiagrams, organizational approach, andemployment of "questions for thought"are all useful teaching aides. On an ad-vanced level, Stephenson (1967) offersanother view of media as entertainersbut uses the complicated Q-sort techniqueto prove his points. The volume is moremethodological than theoretical andthought provoking.

One can't talk about communicationstheory these days, of course, without in-cluding some mention of Canadian theo-rist Marshall McLuhan. Clearly themost useful in a classroom situation arehis two major works of theory (1902, and1964), beyond which the man has saidlittle of importance. Four or five "pop-culture" pictorial works issued since inpaperback are more expressions of typo-graphical design and freedom than ofserious communications theory. Under-standing Media is rumored to be due outin revised form this year, but even as is(difficult reading, odd-ball organization,

unsupported assertions, and undocu-mented borrowings from others), it is avolume the basic tenets of which anycommunications student should be ex-posed to at some time in his collegecareer. There are numerous articles andbooks offering criticism of McLuhan andhis ideas, but the best is the most recent(Theall, 1971), which offers a detailedand rational analysis of the man and hisdeveloping theories written by a formerstudent who sees both good and bad inhis former instructor. Two readers pro-viding a collection of the best articlesboth favorable and not so, are Stearn(1967), and Rosenthal (1968), the formerproviding 37 articles (six by the oraclehimself), the second 22 (all by critics),with some overlap between the two.Both are in paper; the choice really is upto the instructor.

Media Ejects. Here we have prob-lems. The best overview volume isKlapper (1960), well over a decade outof date in supporting material, yet offer-ing the clearest exposition of basic find-ings for beginning students. Klappertakes five hypotheses and then constructshis book around support of each in turn.The end result is clear understanding ofresearchto that time. As the field hasgrown, however, findings have becomefar more complex and except in a fewareas book literature hasn't kept up.(Instructors are forced to assign muchperiodical reading for their students ifthey want to be at all up to date.) Theonly recent attempt at an overall reviewis Mc Quail (1969), which is admittedly ahighly selective and very brief overview.Only about 60 pages of an already shortvolume are devoted to a systematic re-view of 1960s research, but thus far it isthe best supplement to Klapper avail-able. In two specific areas, however, wehave some up-to-date research results.The most written-about topic is, ofcourse, violence in the media, and theforthcoming (as this is written) Surgeon-General's report on Violence in Media(especially television) with the supple-mentary volumes of findings due for re-lease by the Government Printing Officewill greatly expand the literature we nowhave. Available at present, however,are two good paperback collections of

29

revelant data worthwhile as texts. Baker-Ball (1968) is a hastily assembled andbadly proofread collection of data for theCommission on the Causes and Preven-tion of Violence, but if you bail throughthe at times odd organization, there is alot of solid information by a number ofauthors presented in a hefty but inex-pensive package. There is extensivecoverage of media's relation to ghetto andcollege populations and media (especiallytelevision) coverage of violence and dis-order, and the 11 appendices on mediaeffects at the end of the volume are worththe price of admission alone. Offering ashorter and better-organized collection onmedia violence is Larsen (1968), whichhas some 30 articles on all aspects of thesubject. Although overly expensive,Greenberg-Dervin (1970) offers the firstbook-length study of the use of media byurban ghetto dwellersa topic of con-cern at least in urban university courses.The volume is evenly divided betweenresearch findings and an annotated bibli-ography. It is best used in upper-division and/or graduate level counts.'

Control-Responsibility. The key worksexamining regulation of media contentand operation= were discussed briefly inPart I of this series (EBR, April 1971,p. 52, column two). To that discussionshould be added the just-published Devol

I The senior author of this volume was seniorauthor of another highly useful study of newsdissemination and media effect in an emer-gencya book now apparently out of print.See Bradley S. Greenberg and Edwin B.Parker, eds., Thi Kennedy Assassination andthe American Public (Stanford, Calif.: Stan-ford University Press, 1965).

$ There is a large and increasing library de-voted to the sticky subject of free press andfair trial, with both sides (media and lawyers)putting out one or two volumes a year arguingboth sides of the ABA's Canon 35, which out-laws cameras and tape recorders in mostcourt rooms. Even a partial listing of suchworks could take pages, but a few of the morerecent studies are: John Lof ten, Justice andthe Press (Boston: Beacon Press, 1966);Donald M. Glamor, Free Press and FairTrial (Washington: Public Affairs Press,1988); Radio, Television and the Administrationof Justice: A Documented Survey of Materials(New York: Columbia University Press,1984); The Rights of Fair Trial and Free Press(Chicago: American Bar Association, 1969).

(1971), which details key Supreme Courtfindings stressing the Warren Courtyears. The volume consists of goodbackground notes, decisions (some com-plete, some excerpted) and a few law re-view articlesa useful and up-to-datepackage (it includes several key 1971cases) which is the only regulation bookdiscussed that is available in paper.Providing a somewhat theoretical andhistorical background is the now-classicSieber'- Peterson - Schramm (1956), an eas-:y understood if somewhat cold-war-tainted (in the Soviet chapter) study.Looking specifically at issues of monopolyand economics in print and broadcast(but not film) media is Rucker (1968) asometimes over-stated, but still fascinat-ing and instructive polemic which opensthe eyes of most undergraduates andsparks a lot of engaging discussion on theissues covered. Examining the deeperissue of ethics and responsibility in mediaare at least three volumes. Rivers-Schramm (1969) is a revision of thelatter's 1957 classic and is a worthwhiletext analysing issues such as freedom,restraint, truth, fairness, and offering anew chapter on media coverage of blacks.There are many updated and fascinatingexamples of both good and bad practices.A reader along the same lines is Gross(1966), which offers 31 articles by asmany authors on all aspects of the prob-lem for all media. Some of the selectionsare becoming dated (the film code haschanged radically since this was pub-lished), but the overview is still useful.Phelan (1969) is a Jesuit priest's con-sidered viewpoint on the role of censor-ship, providing 10 interesting articles ona theoretical plane.

Basic Readers. This is the one generalmass communications category whichthreatens positive overkill to those de-ciding on texts. There are 15 titles inthis category at the present writing andmany more in preparation. The majorproblem is that too many of them havethe same aim and do the same thing thesame way. There simply isn't the needfor such a wide choice.

Of the books available, the followingare worth special notice for one reason oranother. Schramm (1960), though nowgetting dated, still offers one of the

330

clearest selections of data for beginningstudents. It is now available in paper-back, thereby being one of the largestand least expensive collections around.Rosenberg-White (1957) is perhaps oneof the best readers in the field everassembledand one of the longest.Then. are 49 articles on all aspects ofpopular culture, many of them classicsin themselves, but unfortunately all now15 to 30 years out of date in a field knownfor rapid changes. A partial remedy tothat situation is a sequel (Rosenberg-White, 1971), which is briefer (29 arti-cles), but used either alone or in conjunc-tion with the older book brings the storyalmost up to date. As with the originalcollaboration, Rosenberg speaks the elitistpoint of view while White counters witha defense of media's role. Few readersoffer as wide a selection as these two.Acting alone, White (1970) has assem-bled a short reader based entirely onarticles from the New York TiM4S Mag-azine in the 1960s. Agee (1969) offersbut six papers, all original, based on aseries of lectures delivered at the Uni-versity of Kansa?, the year before, allbeing provocative think-pieces on the roleof media today. Casty (1968) attemptsto fill two holes with one book: the firsthalf is devoted to a general survey ofmedia (heavily emphasizing film andbroadcasting with little mention of printmedia), while the last half consists of gen-eral articles on news and opinion mediaand several case studies of media's report-ing role. Unlike most readers, the Castybook makes heavy use of excerpts fromlonger articles. Perhaps the most am-bitious attempt in this field thus far isthe three-volume set by the Kirschners(1971) that can be used in separate vol-umes for a media emphasis or as a set fora lot of reading in a general media course.The articles are nearly all current andtend to stress current problems and con-troversies rather than offer a balancedorganized view. Lineberry's short vol-ume (1969) is similiar-22 articles fromthe 1960s generally exploring media'sroleand adds a 10 page bibliography.Steinberg (1966) would fit in the samemold except that its articles are badlyout of date (the only coverage of motionpictures dates from 1947 and 1950) even

though the book itself is fairly recent.Taking a more specific approach areChristenson-McWilliams (1966), the sec-ond edition of a work first issued in 1962and concentrating on news and opinionfunctions of media (with no less than 97selections, about half new to this edition);and White-Averson (196s), which coversonly film and television in its :32 selectionsbut offers excellent selections within thatlimitation. Rissover-Birch (1971) hasthe best illustrations of the lot (includinga color section) and offers readings onadvertising, journalism, cartoons (withmany illustrated), radio - television, pho-tography and motion pictures, pop lit-erature and music, public education, etc.This is the most up-to-date and visuallyattractive reader for students to identifywith

As can be seen, these readers begin toblur together in one's mind. A keyfactor in choosing is the price, as often aselection of several readers is better thanone. It is then useful to select two orthree which offer different things (oneof the general readers and one or moreof the specific-focus books), or to use areader or two with one of the texts dis-cussed earlier.

Advanced Readers. The division ofreaders here is pretty arbitrary, but helpsto explain content differences. There areseveral truly excellent volumes in thiscategory. but most are over the heads ofuninitiated students.

Newest, unfortunately most expensive,but perhaps best of the lot is Schramm-Roberts (1971), a book so totally revisedfrom the 1954 classic of the same titlethat it has gained a co-editor and retainedonly four articles from the original. The45 articles (varying in length up to 40pages) include both new and old, mainlythe latter, and provide an excellent in-depth survey concentrating on audienceand effects and no longer having the inter -natio::al emphasis the book was knownfor. As with most of the advancedreaders, this book is valuable for its useof articles and thoughts from manyfields. Berelson-Janowitz (1966) couldalmost be an introductory text (in directcompetition with Christenson-McWil-liams) but is a bit heavy in theory andin a section on research methodology for

31

that. Its 54 articles comprise a largeshare of old and somewhat dated classics,including an interesting section on mediaorganization and economics not coveredin most other books in this category. Italso is a revised edition, about half itscontent being new with this version.Dexter-White (1964) has 28 articles alsocombining the new and the old and con-centrating on audience and effects with alengthy section on research methodsand trends. The oldest book in thisentire review (Katz, et al., 1954), offersno less than 74 selections concentratingon public opinion and propaganda asseen in the early Eisenhower years.Though still very useful, its employmentwould require updating either in class orby other reading materials.

Also best used on the advanced level,though more specific in aim, are "Com-munications" (1969), a two-part collec-tion of current writings in the field; thefirst part deals with general media, con-centrating on economic, technical, andpolitical issues, while the second takes asimilar emphasis but concentrates onlyon broadcasting. Yu (1968) is anotherbook assembled from conference proceed-ings, and its 20 articles explore the rela-tionship of media and media studies tothe various behaviorial sciences andmethods. The emphasis is on coopera-tive research project feasibility.

British Media. Though internationalcommunications was covered in Part IIIof this series, four volumes dealing mainlywith the English media milieu are usefulto American media study. Largest andmost recent is Tunstall (1970), devotedabout half and half to British media prac-tice and American media patterns. Thecomparative patterns are useful, espe-cially in other than initial courses. Ofthe 25 articles, 10 are new for this vol-ume, 9 cover general media, 10 dealspecifically with broadcasting, and 6cover print media. Also recent but morebroad-ranging (with coverage of popularmusic and illustration) is Melly (1971),which is a current view of the overallEnglish pop culture scene. Hall-Whannel(1964) is an attempt at a teacher-orientedguide to critical media appreciation withchapters on the various media and majorcontent themes and including some spe-

citic mentions of American practice.Thompson (1964) is a short collection ofeight papers on specific media plus popu-lar music and advertising in Britain witha stress on the elitist view of how thingscan and should be improved. Of thefour, the first two are likely the most use-ful for American courses, being mostup-to-date and, in student parlance,"relevant."

Reference Works. While it's not likelyany of the following volumes wouldserve as texts or even supplementaryreadings, they are essential to a goodgeneral communications program. Jacob-son (1961) and Vigrolio (1969) attemptto offer useful dictionaries of media terms.The latter is more up-to-date, better bal-anced and illustrated with far strongerreference value than is tie former, whichis heavily print technology oriented.

Of bibliographies, the media field isbeginning to have its fill. Briefest andmost useful to beginners is Blum (1962),which is due in revised form about thetime this review appears. Blum is oneof the most knowledgeable people in thecountry oil media bibliography and thebook is a major starting place for studentresearch projects. Hansen-Parsons (1968)is an inexpensive research bibliographyoften assigned as a supplementary sourcefor upper-division and graduate studentresearch paper writing. It's a rood re-view of current (post-1045) media re-search trends. Of a similar nature isDanielson-Wilhoit (1967), a large com-puter-generated bibliography of maga-zine-oriented media research using thekey word concept and covering the 1944-64 period. All of these are inexpensiveand easy enough to use that they mightpossibly be assigned to students. Moreexpensive but still useful in library ref-erence rooms are Price-Pickett (1970), anannotated listing of 2172 books on mediaand media-related subjects ublished inthe 1960%4 and McCoy (196b), surely oneof the largest and most handsome bibliog-raphies ever published, which concen-

Unfortunately the senior compiler's classicbibliography is now out of print. See WarrenPrice, comp., The Literature of Journalism:An Annotated Bibliography (Minneapolis:University of Minnesota Press, 1959).

32

trates on censorship and freedom of allmedia over the past four centuries withemphasis on this century. It is hand-somely produced and well annotated, andcovers articles as well as books.

CommentThis series has dealt specifically with

236 currently in-print broadcast and gen-eral media textbooks, and has referred tomany more tangential and out-of-printworks. Thanks especially to publishingefforts of the past two or three years, thetext offerings now available are widerand better than ever before even thoughsome serious holes remain. It is plannedto annually update this series with asingle review of books published eachyear so the survey can remain usefuland current. Suggestions (and infor-mation on new or missing publications)are welcomed by the author.

Textbooks Discussed in ArticleLike the article which it supplements.

this list is not exhaustike, llut rather sug-gestive of text availaBility. Where twoprices are shown, the second refers topaperback editions.

Agee, Warren K., ed. Mass Media in a Free So-ciety. Lawrence: University Press of Kansas,1969. 98 pp. $5.00/1.95.

Baker, Robert K., and Sandra J. Ball, MassMedia and Violence: A Staff Report to the Na-tional Commission on the Causes and Preventionof Violence. Washington: Government Print-ing Office, 1969. 814 pp. $2.50. (Also avail-able from the same source is Mass MediaHearings, transcripts of five days of commis-sion hearings with prepared exhibits, $1.75,paper).

Bagdikian, Ben H. The Information Machines:Their Impact on Men and the Media. NewYork: Harper & Row, 1971. 359 pp. 68.95/$2.95.

Barnouw, Erik. Mass Communication: Tele-vision, Radio, Film, Press. New York: Rine-hart & Co., 1958. 280 pp. 66.95.

Berlo, David K. The Process of Communica-tion: An Introduction to Theory and Practice.New York: Holt, Rinehart and Winston,1980. 318 pp. $7.95.

Berelson, Bernard, and Morris Janowitz, eds.Reader in Public Opinion and Communication.New York: Free Press, 1966. 788 pp. $10.95.

Blum, Eleanor. Reference Books in the MassMedia. Urbana: University of Illinois Press,1962. 103 pp. 11.50 (paper).

Bretz, Rudy. A Taxonomy of CommunicationMedia. Englewood Cliffs, N. J.: EducationalTechnology Publications, 1971. 105 pp.$4.96.

Casty, Alan, ed. Mass Media and Mass Man.New York: Holt, Rinehart and Winston,1968. 260 pp. $2.45.

Christenson, Reo M., and Robert 0.McWilliams, eds. Voice of the People: Read-ings in Public Opinion and Propaganda. NewYork: McGraw-Hill, 1968. 632 pp. WM5.95.

"Communications," Law and ContemporaryProblems XXXIV: 2-3 (Spring and Summerissues, 1969). 470 pp. $6.00 (two volumes,paper).

Danielson, Wayne A., and G. C. Wilhoit, Jr.A Computerised Bibliography of Mass Cons-munication Research, 1944-1084. New York:Magazine Publishers Association, 1967. 399FP. $2.00 (paper).

DeFleur, Melvin L. Theories of Mass Commu-nication. New York: McKay, 1970. 185 pp.$6.9512.95.

Devol, Kenneth S., ed. Mass Media and theSupreme Court: The Legacy of the WarrenYears. New York: Hastings House, 1971.

369 pp. $14.50/8.50.Dexter, Lewis A., and David Manning White,

eds. People, Society, and Mass Communica-tions. New York: Free Press, 1964. 595 pp.$8.95.

Emery, Edwin, Phillip H. Ault, and Warren K.Agee. Introduction to Mass Communications.New York: Dodd, Mead, 1970. 444 pp.$7.95.

Farrar, Ronald T., and John D. Stevens, eds.Mass Media and the National Experience:Essays in Communications History. NewYork: Harper & Row, 1971. 196 pp. $4.50(paper).

Geyelin, Philip L., and Douglass Cater. Ameri-can Media: Adequate Not? Washington:American Enterprise Institute for PublicPolicy Research, 1970. 104 pp. $5.75.

Gowans, Alan. The Unchanging Arts: NewForms for the Traditional Functions of Art inSociety. Philadelphia: J. B. Lippincott, 1970.433 pp. $12.95.

Greenberg, Bradley S. and Brenda Dervin.Use of the Mass Media by the Urban Poor.New York: Praeger Special Studies, 1970.251 pp. $13.50.

Gross, Gerald, ed. The Responsibility of thePress. New York: Simon and Schuster"Clarion" Books, 1966. 416 pp. $2.95(paper).

Hall, Stuart, and Paddy Whannel. The Popu-lar Arts: .4 Critical Guide to the lifass Media.Boston: Beacon Press, 1964. 480 pp. $2.95(paper).

Hansen, Donald A., and J. Herschel Parsons,comps. Mass Communication: A ResearchBibliography. Santa Barbara, Calif.: Glen-dessary Press, 1968. 144 pp. $2.95 (paper).

Hulteng, John L., and Roy P. Nelson. FourthEstate: An Informal Appraisal of the News andOpinion Media. New York: Harper & Row,1971. 356 pp. $4.50 (paper).

Jacobs, Norman, ed. Culture for the Millions?Mass Media in Modern Society. Boston:Beacon Press, 1961. 200 pp. $1.95 (paper).

:13

Jacobson, Howard Boone, ed. A Mass Com-munications Dictionary. New Yort.: Philo-sophical Library, 1961. 377 pp. $6.00.

Katz, Daniel, Dorwin CariWright, SamuelEldersveld, and Alfred McClung Lee, eds.Public Opinion and Propaganda: A Book ofReadings. New York: Dryden Press, 1954.779 pp. $13.50.

Kirschner, Allen, and Linda Kirschner, eds.Radio and Television: Readings in the MassMedia. New York: Odyssey Press, 1971.301 pp. 14.35 (paper).

. Film: Readings in the Mass Media.New York: Odyssey Press, 1971. 315 pp.$4.35 (paper)

. Journalism: Readings in the Mass Me-dia. New York: Odyssey Press, 1971. 326pp. $4.35 (paper)

Klapper, Joseph T. The Effects of Mass Cons-munscatson. New York: Free Press, 1900.302 pp. $6.95.

Lacy, Dan. Freedom and Communications.Urbana: University of Illinois Press, 1966.108 pp. $1.25 (paper)

Larsen, Otto N., Violence and the MassMedia. New York: Harper & Row, 1968.310 pp. $4.50 (paper).

Lineberry, William P., ed. Mass Communica-tions. New York: H. W. Wilson ("ReferenceShelf" series), 1969. 206 pp. $4.00.

Lyle, Jack. The News in Megalopolis. St:ran-ton, Pa.: Chandler, 1967: 208 pp. $6.G9.

McCoy, Ralph E. Freedom of the Press: AnAnnotated Bibliography. Carbondale: South-ern Illinois University Press, M:168. 548 pp.$25.00.

McLuhan, H. Marshall. The Gutenberg Galaxy:The Making of Typographic Man. Toronto:University of Toronto Press, 1962. 294 pp.$2.25 (paper).

. Understanding Media: The Extenstion ofMan. New York: McGraw-Hill Paperbacks,1965. 364 pp. $1.95 (paper-many other edi-tions avail.). ,

McQuail, Denis. Towards a Sociology of MassCommunications. New York: Macmillan,1969. 122 pp. $2.45 (paper).

Melly, George. Revolt into Style: She Pop Arts.New York: Doubleday Anchor Books, 1971.270 pp. $1.95 (paper).

Mendelsohn, Harold. Mass Entertainment. NewHaven: College and University Press, 1966.203 pp. $2.45 (paper).

Merrill, John C., and Ralph L. Lowenstein.Media, Messages and Men: New Perspectivesin Communication. New York: McKay, 1971.293 pp. $3.95 (paper)

Nye, Rus3e1 B. The Unembarrased Muse: ThePopular Arts in America. New York: DialPress, 1970. 497 pp. $12.50/3.95.

Phelan, John, ed. Communications Control:Readings in the Motives and Structures ofCensorship. New York: Sheed and Ward,1969. 238 pp. $6.50/3.45.

Price, Warren C., and Calder M. Pickett. AnAnnotated Journalism Bibliography: 1968-1968.Minneapolis: University of Minnesota Press,1970. 285 pp. $12.75.

Rissover, Frederick, and David G. Lirch (eds.).Mass Media and the Popular Arts. olew York:MeGrawliill, 1971. 348 pp. $5.95 (paper)

Rivers, William L., Theodore Peterson, andJay W. Jensen. The Mass M, /la and ModernSociety. San Francisco: Rinehart Press,1971. 342 pp. $8.95.

Rivers, William L., and 1Vilbur Schramm.Responsibility in Mass Communication. NewYork: Harper Row, 1969. 314 pp. $8.50.

Rosenberg, Bernard, and David ManningWhite, eds. Mass Culture: The Popular Artsin .1 merica. New York: Free Press, 1957.561 pp. $2.95 (paper).

. Mass Culture Revisited. New York:Van Nostrand/Reinhold, 1971. 473 pp.110.95/5.95.

Rosenthal, Raymond, ed. McLuhan: Pro andCon. New York: Funk and Wagnalls/Balti-more: Penguin Books, 1968. 308 pp. $5.95/

Rucker, Bryce W. The First Freedom. Car-bondale: Southern Illinois University Press,1968. 32'2 pp. $2.85 (paper).

Saetticr, Paul. .4 History of InstructionalTechnology. New York: McGraw-Hill, 1968.399 pp. $9.95.

Schiller, Herbert I. Mass Communications andAmerican Empire. Boston: Beacon Press,1971. 170 pp. $2.95 (paper).

Schramm, Wilbur, ed. Mass Communications.Urbana: University of Illinois Press, 1900.695 pp. $6.50/4.50.

Schram, Wilbur, and Donald F. Roberts, eds.The Process and Effects of Mass Communica-tion. Urbana: University of Illinois Press,1971. 997 pp. 115.00.

Scupham, ,john. The Revolution in Communica-hods. New York: Holt, Rinehart andWinston, 1970. 206 pp. $3.00 (paper).

Siebert, Fred S., Theodore Peterson, andWilbur Schramm. Four Theories of the l'ress.Urbana: University of Illinois Press, 1956.153 pp. $1.45 (paper).

31

Steinberg, Charles S. The CommunicativeArts: An Introduction to Mass Media. NewYork: Hastings House, 1970. 371 pp. $10.00/6.00.

----, ed. Mass Media and Communication.New York: Hastings House, 1966. 530 pp.$11.50/6.50.

Stearn, Gerald E., cd. Maultan: Hot and Cool.New York: Signet Books, 1069. 304 pp.

St8e.915ten(p'solpen,r%)V.illiam. The Play Theory of MassCopmmunication. Chicago: University of Chi-cago Press, 1967. 225 pp. $5.00.

Thea II, Donald F. The Medium is the RearView Mirror: Understanding McLuhan. Mon-treal! McGill-Queen's University Press, 1971.261 pp. $2.95 (paper).

Thompson, Denys, ed. Discrimination and Pop-ular Culture. Baltimore: Penguin Books,1964. 199 pp. $1 25 (paper).

Tunstall, Jeremy, ed. Media Sociology: AReader. Urbana: University of Illinois Press,1970. 574 pp. 812.50.

Vigrolio, Tom, and Jack Zahler. Marketingand Communications Media Dictionary. Nor-folk, Mass.: NHS Publishing Co., 1969. 423pp. 810.95/4.95.

White, David Manning, ed. Pop Culture inAmerica. Chicago: Quadrangle Books, 1970.279 pp. $2.45.

White, David Manning, and Richard Averson.eds. Sight Sound and Society. Motion Pic-tures and Television in Anterica. Boston:Beacon Press, 1908. 466 pp. $7.50.

Wright, Charles R. Mass Communication: ASociological Perspective. New York: RandomHouse, 1959. 124 pp. $1.95 (paper).

Vu, Frederick T. C., cd. Behavioral Sciencesmul the Mass Media. New Ynrk: Russell SageFoundation (Basic Books), 1968. 2'i0 pp.$8.00.

Textbooks on the Media:A Review of 1971-72

(114.prinio.(1 from kthleutional liroadewiting Review. Fbrour,. 1973)

The quantity of media book publica-tion continues to expand while qualityslowly improves and diversifies. Thatis the basic impression after looking overthe variety of media texts published in1971-72, a major selection of which isdiscussed in the pages that follow. Thisdiscussion, intended as the firA of anannual series, supplements and updatesthe writer's four-part "BroadcastingTextbooks" series published in EBR inApril, June, October 1971, and February1972. That series dealt with over 235in-print titles on all aspects of broad-casting. plus general mass media hereand abroad, designed to be used ascollege-level textbooks. The present dis-cussion of more than 70 titles builds onthat base and is similarly limited toin-print, English language books, mostof which deal with media in the U.S.There is no attempt to cover the vastrelated literature of film and print

33

media.' In addition, this is by romeans an exhaustive listing of recentpublication, but rather a selection basedon perception of quality that is intendedto demonstrate the scope of publishingtrends, text availability, and continuingneeds?

As in the original four review articles,this discussion refers to books by authorand year of publication, leaving full

For more detailed descriptions and evalua-tions of all the titles covered here, plus exten-sive coverage of film and print media worksas well, see BBB: Mass Afedia Publication Re-porting Service (monthly, c/o Department ofRadio-TV-Film, Temple University, Phila-delphia, Pa. 19122).

3 More than 30 long-out-of-print titles in broad-casting were re issued in 1972 by ArnoPress of New York. Although priced toohigh for everyday text use, these books areclassics that belong in any good academicreference collection. 1Vrite to the publisher(300 Madison Ave., N. Y. 10016) for a de-scriptive brochure on the series "History ofBroadcasting: Radio to Television."

indicia for each title to a single bibli-ography at the end. Texts are reviewedin the following basic categories: generalmedia, media readers, broadcasting andsociety, regulation and control, manage-ment, technical and cable, media journal-ism, educational applications, production,and international/foreign media.

Textbook Evaluations

General Media. The slim number ofintroductory media texts (not to beconfused with the ever-higher flood ofreaders) increased by one with thepublication of Sandman-Rubin-Sachsman(1972), a journalistically oriented reviewof the development, responsibility, struc-ture and news reporting of Americanmedia. The text is well-written andoffers many illuminating recent casestudies, which will make for more avidstudent interest at the expense of rapidaging. Unfortunately, the authors havegiven short shrift to motion pictures,probably the medium of greatest interestto most college people. In an attemptto provide greater depth to their dis-cussions, the same three writers haveproduced a brief reader organized alongthe same lines as the textthe first suchdual offering published. A somewhatmore advanced review of media is foundin Chaney (1972), which offers a socio-logical approach that combines findingsof several fields into a brief analysis ofmass communications centering on par-ticipation, production, and distribution.The author is English, and his examplesare British, which may limit its textapplicability here, but this is the mostrecent scholarly attempt at a summingup of the entire field.

Two recent theoretical works in com-munications are Gordon (1971), andInnis (1972), both published in Canada,and both somewhat connected to chiefguru Marshall McLuhan. Gordon'swork makes use of typography layouthighly reminiscent of McLuhan's morepopular efforts, and the aim of thenewer work is similarto explain howmedia help us perceive reality. Innisis a revision of the classic 1950 volume,updated by including the author's nota-

36

tions to his own copy of the first edition,as Innis died before being able to under-take a full revision himself. Innis wasone of McLuhan's most important teach-ers and the guru has contributed a newintroduction to Innis' key statement thatcommunication critically determines thefate of empires. Availability in papermakes both items highly promising read-ing in theory courses.

Of great value in trying to swimthrough the increasing mass of newpublication in communications is Blum(1972), a major revision and expansionof the brief book first published a decadeago. The lengthy sub-title tells thevalue: "An annotated, selected booklistcovering general communications, bookpublishing, broadcasting, film, magazines,newspapers, advertising, indexes, andscholarly and professional periodicals."As such, this guide belongs on the shelfof any teacher and any serious mediastudent.

Media Readers. If any area of mediapublication is overfilled (aside from filmbooks), it is here in the general mediaantholok. v There are now well over20 or 25 in-print readers being pushedby publishers, and the past 18 monthssaw a number more. Most useful of thelot are Hammel (1972), probably themost mature collection, which coverspopular music as well as the majormedia; Wells (1972), which in an oversizeillustrated volume puts a lot of stresson industry organization and control(usually ignored in such books) alongwith the more usual selection of readingson media effects and its societal role;and Emery-Smythe (1972), which hasthe most readings of the new batch andoffers the best coverage of changes in thetraditional media plus examination of thenewer means of communications. Anyone of these three, properly supplementedwith class lecture-discussions, could makea viable addition to an introductorymedia and society course.

Less useful are the three other newreaders: Steinberg (1972), revised fromthe 1988 edition but still badly out ofdate in all sections save broadcastingand the most expensive to boot; Holm-

gren-Norton (1972), which is dividedinto sections on news and entertainmentmedia and despite some good selectionsseems to drift about more than theothers; and Voelker-Voelker (1972),which, while graphically pleasing withgood design and illustrations, seems theshallowest of the lot despite its numerousmini-case studies of entertainment andnews eventsthe impression coming par-tially from the editor's tendency to useonly parts of many selections.

Clearly, we don't need any more gen-eral media readersthere are plenty tochoose from now. More specialized booksof a smaller and cheaper nature wouldbe useful, however, for then teacherswould have the choice of using morebooks without unduly burdening students.

Broadcasting and Society. One of themost important publications in the pastyear or so has been the new edition ofHead (1972), which is a complete revi-sion of the 1956 classic and is easily thebest single book ever written on theAmerican broadcasting system. This co-gently written and detailed study shouldbe required reading for any media stu-dent. Also re-issued this year is a valu-able assessment of television, Bogart(1972), which was last revised in 1958.This new version is an exact reprint ofthe 1958 edition plus an additional 130pages of notes bringing the survey oftelevision's effects and impact up to date.Both of these classics, Head dealing withall of broadcasting, and Bogart focusingon television since 1950, are very usefulin their revised form. Taking a uniquesubject area is Shayon (1971), wherethe noted broadcasting critic analyzesradio-television and his own past obser-vations of that changing scene and dis-cusses the reviewer's craft using his ownpublished work and often criticizing him-self. There are far too few works onmedia criticism,' and this is a useful andwelcome addition.

Probably the biggest splash, however,

Due out in 197E from Wadsworth PublishingCo. in Belmont, California, is Saul Scher'sedited anthology of articles on all aspects oftelevision program .criticism with sectionscovering various program types.

was made by the Surgeon-General's Com-mittee Report (1972), which summarizedone of the biggest research programs onthe effects of television violence to date.Though marred by conservative re-searcher selection and overly vague(watered down ?) conclusions, the basicreport plus the five volumes of detailedresearch studies (also available from Gov-ernment 1 tinting Office) make invaluablereference material both for students andresearchers seeking answers not found inthe Surgeon-General's program. Supple-mented with careful discussion of re-search findings not presented here (suchas those of Berkowitz, Bandura, Bogart,and others), this can be important read-ing for undergrads and provocative re-search fodder for graduates and teachersalike.

Regulation and Control. From a tele-communications point of view, certainlythe most important and far-reaching pub-lication of the past 18 months is Levin(1971), the first full-length treatment ofthe radio spectrum resource allocationproblem. Dealing with technology, eco-nomics, and public policy makes, at times,for difficult reading, but this volume isideally suited to upper-level courses inmedia policy as it is the best unifiedstatement of problems and alternativesfor the coming decades. Also dealing ina specific area is Cherington et at. (1971),essentially a reprinting of a private 1966research study purporting to show thatmultiple ownership of television stationsis not such a bad thing, in that multipleowners offer more diversity of program-ming and offer no economic threat toindependent operations. The volume of-fers a number of independent studies anda wealth of ownership statistics for thetop 100 television markets. Dealingwith broadcasting generally is the revisedEmery (1971), which, although updatedthroughout, retains the organization ofthe 1961 edition and provides little onthe OTP, cable communications, access,multiple ownership, etc., which have be-come major issues in the past severalyears. For a systematic explanation ofeveryday station regulation, the volumeremains one of the clearest expositions

available. For a briefer view focusingon the political pressures involved inbroadcast regulation, Krasnow and Long-ley (1972) offers a two-part study withgeneral discussion of major agencies andissues involved, supplemented by fourcase studies of FCC actions (or inaction)in the past. Written by a lawyer and ateacher (an excellent combination), thework is a readable analysis useful in anumber of different kinds of courses.

Turning to a broader spectrum of masscommunications is the "Mass Media"special issue of Georgetown Law Journal,(1972) which explores in some detail theevolution of printed media and broad-casting and contains a final section onkey legal conflicts today (fairness, di-versity of ownership, free press-fair trial,etc.). The end result is an up-to-datetext on key media regulatory problemsand issues. Also of value is the likewisereasonably priced Gillmor-Baron sup-plement (1971), which provides detailedcoverage and analysis of communicationseases since the original case book waspublished (see E1312 V :2:52, April 1971).While this supplement is clearly intendedto support the main volume, either ofthese new paperback reviews, especiallythe Law Journal issue would make ad-mirable text material alone. Exploringtwo specific legal problem areas arePember (1972), which traces the devel-opment of privacy as a legal issue,especially as that issue affected the pressand broadcasting; and Lawhorne (1972),which provides detailed treatment oflibel law over the years from colonialtimes to the present. Both arc solidtext treatments of complex issues ofgreat importance to media operators andstudents.

Management. Books dealing withmedia management and content continueto be limited in number and even morelimited in quality. An excellent case inpoint are the two books published in1972 dealing with radio station manage-ment- -Johnson an1 Jones (1972), clearlyaimed at the text market, and Routt(1972), more obviously aimed at themedia manager at work. The former isthe more general of the two, with little

:18

information on getting a station on theair plus day-to-day administrative is-sues, but offering 14 fascinating and use-ful station profiles giving a cross-sectionof early 1970's practices. The Routtwork is basically an exposition of theGordon McLendon style of operation,but offers far more detailed informationover a broader spectrum than Johnson-Jones; it is thus more useful to practi-tioners and students alike, at the expenseof an inflated price.

Examining television commercials arctwo books by Diamant (1970, 1971).The earlier book dissects a single com-mercial (an award-winning 120-seconditem by Kodak), discussing initial design,production and editing of the spot, therole of the agency, and market planning,and offering a photo-script for the finishedproduct. The result is a valuable de-tailed look at the unit of television sup-port. The same editor's second work is acompilation of television commercial pro-duction trends in the 1948-58 period,with a brief introduction tracing theoverall picture followed by, three-pagesections detailing nearly 70 specific spots.The analysis of the role of each commer-cial is interesting historically, but theearlier book would seem more useful intraining situations.

The very limited amount of informa-tion (let alone texts) on television pro-gramming is alleviated somewhat by theappearance of Cantor (1971), a detailedfield study analysis of the television filmproducer, his work, and how he perceiveshis role and his audience. As a text, thebook would seem applicable to manage-ment or programming courses.

Technical and Cable. Thanks to thefast-developing cable scene, there is new(revived?) interest in the technical basisof telecommunications policy making-as is att,ested by the flow of books onboth cable and general communicationstechnology. few of which are intended astexts, but many of which can be soadapted.

In the general category, we haveMaddox (1972), Martin (1971), andNewman (1971). Maddox offers a highlyliterate discussion of satellites, cable tele-

vision and the changing role for tele-phones without getting overly technicalin her descriptions. Martin focuses onthe next :it) years of telecommunicationsdevelopments and looks at picturephones,computers (he is with IBM), cable tele-vision. lasers, home terminals, satellites,miniturization; he then analyzes thepublic policy aspects of all of these in afascinating well-illustrated view of wherewe are likely to be in the next severaldecades. More technical than Maddox,this is still readily understandable bymost laymen. Newman deals with thesame content, a(ithng pay television, in apopularized account not unlike that ofits magazine publisher. making heavyuse of maps and diagrams. Of the three,Martin is the most useful and has thebroadest scope, with Maddox coming ina close (and less expensive) second,while Newman is best used as a quicklyskimmed supplement.

Dealing with more specific subject mat-ter are Costigan (1971), and Shiers (1972).The former is the first detailed book-length coverage of facsimile to appear inover two decades and clearly discussesthe current status of that industry aswell as assessing its likely future (a hardthing to do, if the last 40 years are anyguide). Shiers takes an historical ap-proach and offers a detailed annotatedguide to literature on the history ofelectronics, including fairly lengthy sec-tions on broadcasting, radio, television,facsimile, telegraph, and telephone. Theonly guide of its kind, it is more a refer-ence than a directly applicable textbutis still an essential research tool.

Covering the raft of publications oncable is far more difficult if only becausethere has been more in the past yearthan in the past decade. A sifting ofthe accumulation brings out severaltitles which lend themselves to text use.Offering essentially similar introductionsto cable television are the report of theSloan Commission (1972), Price-Wicklein(1972), and Smith (1972). The first twowere unfortunately issued before the ma-jor FCC rule-making of February 1972,and thus tend to refer to cable as it wasand as it might be under the then-

expected but unseen FCC rules. Sloanoffers an essentially establishment viewand suffers from excessive generality ex-cept in its excellent appendices. Price-Wick lein also explains the basics of cable,but stresses, as its title indicates, whatthe citizen and citizen groups can do toimprove existing systems or develop newones. Smith's little book is based on hiswell-received lengthy magazine treatmentof cable in 1970, now updated to includethe new FCC rules; but otherwise itoffers essentially an historical view ofdevelopments to date. Of the three, thePrice- \Vicklein is the most detailed andapplicable to text use. Somewhat moredetailed views of cable are found inPhillips (1972), a weak attempt A regu-latory history, most of the data in whichcan be found elsewhere at a fraction ofthe cost; and in Tate (1971), a detailedguide to developing anti operating citycable systems, stressing problems of com-munity access and local origination andending with over S0 pages of referenceand bibliographical material. The latteris a useful resource, especially for activiststudents. Although its cost greatly limitspotential text adoption, Seiden (1972)is an excellent analysis of governmentpolicy in cable regulation, suggestingthere's been too much FCC attention towhat he terms a minor medium. Evenif you disagree with his viewpoint, how-ever, Seiden has published the best book-length analysis of a complicated subjectto date.

Media Journalism. Four kinds ofjournalistic books (other than specificprint media items not dealt with here)appeared during the yearbooks on pol-itics and media, general problems ofjournalism, news writing, and televisionjournalism. Of the media and politicscategory, one, Fixx (1972) is for referenceuse only because of cost, while the other,Gilbert (1972), is a solid detailed historyof television's effect on presidential cam-paigns. Fixx offers a massive facsimilecollection of articles from over 30 years

39

4 Don R. Le Due's study of cable and broad-cast regulation development will be pub-lished by Temple University Press aroundmid-1973.

of New York Times coverage of mediareporting of political campaigns and is-sues, an invaluable well-indexed refer-ence source of contemporary records.Gilbert would make an excellent politicalscience or communications text for thoseconcerned with television's increasing im-pact on presidential politics.

The best brief analysis of the problemsand pressures facing news media is foundin Kreighbaum (1972), which is almost acodification of recent cases and portentsthat shows not all media problems comefrom outside pressure. Doig and Doig(1972) is aimed specifically at the homeviewer/reader; it shows how media newscollection works and some of the report-ing and ethical problems it facesall il-lustrated with a continuous string offascinating examples from the past dec-ade or so. LeRoy-Sterling (1973) is areader offering various views on key newscontroversies (violence, reporting mi-norities, the role of government, etc.),together with a selection of views on pos-sible alternatives (changes by govern-ment, the people, media themselves, orintroduction of new media).

In news writing there are two newworks, one Bliss and Patterson (1971),expensive and complete, the other Hall(1971), cheaper but somehow less pleas-ing in effect. Bliss-Patterson is probablythe best book on writing broadcast newsand is strengthened by heavy use ofactual examples (including photo-scriptexamples of three network evening news-casts) and an interesting approach.Hall offers a briefer book with fewer ex-amples and seems to drive more to thepointthis with its substantially lowercost make it appealing even though it isnowhere as interesting.

Of the television news books, Fang(1972) is generally more useful than thebriefer and English-oriented Tyrrell(1972), which is definitely overpriced.Fang's work is extensively revised andexpanded from the original 1908 editionwith new chapters on radio news, edi-torials and fairness, election coverage,key aspects of law in journalism, and agood review of the profession today,making it the best all around television

news text. Tyrrell offers an interestingdiagramatically illustrated discussion ofnews production, but, the obvious Eng-lish bias aside, the impression is one ofshallowness in covering a number of com-plex subjnts. Although like Seiden it istoo expensive for textual use, Wolf (1972)offers a fascinatingly detailed study ofthe effects of ownership structure, regula-tory environment, broadcast industryeconomics, and network policies on thequantity and quality of news and otherpublic affairs television programming ontop-50 market VHF stations in the 1966-71 period.

Educational Applications. Examiningthe questionable role of public televisionare Blakely (1971), and Pow ledge (1972).Blakely offers a reasoned review of cur-rent public television content and sug-gests a guiding philosophy for futureplanningone which may be at oddswith the Nixon Administration's viewsas Blakely identifies pretty closely withwhat is now the "old order" of publicbroadcasting. Pow ledge's brief studyfor the American Civil Liberties Unionspecifically addresses itself to Nixon'sapproach to public television and thelatter's resultant funding crisis. Bothbooks offer the only up to date analysisof public television's politico-economicproblems behind the fourth network'sprogram efforts.

Looking at the operations of instruc-tional television are Burke (1971), offer-ing eight chapters by as many writers,most of which view the role of instruc-tional television administrators and pro-grammers on the elementary and sec-ondary level. Hancock (1972) offers aBritish view (hence ETV term for Ameri-can ITV) with some detail on the generalrole of instructional television, its appli-cability in all kinds of systems (fromsingle classrooms to schools, colleges, dis-tricts, cities, states and countries), organ-zation and operation, and recent techni-cal developments. Detailed appendicesand diagrams throughout make this im-port a valuable addition to the literature.

Production. Looking first at radio oraudio production we have the fourthedition of Oringel (1972), a complete

resetting and a major updating of bothcoverage and illustrations of this classic,first issued in 1956 and now offered in ahandier smaller size. As a basic intro-duction to audio for broadcasting, thisvolume is hard to surpass. Offering anew basic guide to program productionfor radio operations in developing na-tions is Aspinall (1971), which givesmajor emphasis to type of programs andis probably too basic and general for mostAmerican students, although it seemswell-suited to its intended audience.

Turning to video production, we havean important new treatment of lightingin Millerson (1972), and two works onvideotape processes and uses. Miller-son, author of the best single televisionproduction volume, has'ivritten a simi-arly detailed and heavily illustrated (in-cluding some color pages) guide to alllighting problems for television and filmeasily the most complete treatment todate of a complex subject. Althoughpriced out of consideration as a coursetext, it should be readily available forstudent and teacher reference use. Aimedat those with studio facilities of a limitednature is Quick and Wolff (1972), whichoffers an expensive but useful guide tostudiotape use. The aim is to offer asimplified one-volume guide for those inindustry, business, government, and edu-cation who have had little or no previousvideo experience. Oswald and Wilson(1971) concentrates on videotape itselfwith a well diagrammed treatment oftechnical problems supplemented withinformation on past projects, concep-tualizing videotape recorder productionsand examining legal and ethical issuesinvolved. While more limited in scopethan Quick and Wolff, this item is farlower in cost, which makes it more en-ticing as a text in educational mediacourses.

International/Foreign Media. Theunique contribution in this categot., inrecent months is Cherry (1971), whichoffers a fascinatingly readable view ofboth the technical and the social aspectsof international media (including tele-phone and telegraph). Well illustratedwith graphs and charts and broad in

scope this makes excellent upper-levelcourse reading material. Also useful isthe recent review of world televisionfound in Green (1972), which offers asnapshot, as it were, of television's useand role around the world in the early1970's. Mixing good narrative with asolid basis in fact, its coverage is heavyon the "western world," but attentionis paid to communist countries and de-veloping areas as well. Providing anintroductory analysis of press and broad-Listing issues as seen in Britain is Carter(1971), which though brief gives goodinsight into that country's major media.Finally, providing a brief and unan-notated bibliographic guide to most as-pects of international media is Mowlana(1971), an inexpensive but very uneven(in form and content) research aid,stressing materials published in recentyears.

Turning to propaganda communica-tions, there is Martin's issue of the Annals(1971), which offers 14 articles groupedinto discussions of the role of such com-munication, its techniques and ingru-mentalities, and the major agencies in-volved. This is an excellent review ofmodern propaganda to supplement thelarge literature (much of it out of print)on the efforts of the 1940-50 period.*Examining propaganda in specific coun-tries is Liu (1971), who dissects the in-ternal media industries and externalpropaganda of Mainland China. Basedon available Communist Chinese sourcesand essentially reporting on the author'sresearch rather than rehashing previousreports, this is a major addition to ourknowledge of a nation re-entering theworld. Also of value for its broadlybased review of all means of communica-tion and propaganda since the death ofStalin is Hollander (1972), a well thoughtout and heavily detailed report on theSoviet Union. Both volumes deal withone medium at a time and then examine

Some 31 important but long unavailableworks in "International Propaganda andCommunications" were reissued by ArnoPress just as this article went to the printer.Write the publisher (address in note 2) for abrochure.

the overall impact of communicationswithin and outside the originatingcountry.

Demonstrating the growing concern ofCanadians for knowledge about media intheir own country are Instant World(1971), a summation of a massive re-search program into all aspects of tele-communications and possible Canadianpolicy in the areas of telephone, tele-graph, radio-television and satellites;and Singer (1972), a mature collection of20 pieces, many written just for thisanthology, examining all Canadian mediawith a stress on media systems withinsociety. Either or both make fine read-ing for international courses, as mostAmericans know precious little aboutwhat goes on "up north."

Finally, we come to a number of vol-umes dealing with media in developingnations, an increasingly important areaof scholarly and field endeavor. Ofmonumental value (and, unfortunately,price) is Van Bol and Fakhfakh (1971),which is the most complete annotatedreference bibliography on this subjectavailable in English (it is bilingual).Surely at least graduate students in-terested in work': communications shouldsee this. Focusing on one region are thetwo works by Hachten (1971), the textbeing the first in-depth analysis of newsmedia in Africa, and the second work aunique annotated biliography on pub-lished material dealing with African com-munications. Written by an acknowl-edged scholar, both are important addi-tions to a region we know too littleabout.6 Looking mainly at developingregions is Rodgers and Shoemaker (1971),a massive summation of the literature ofcommunications diffusion focusing onmedia applicability in developing areasand reporting a number of Latin Ameri-can researches. The publishing of thebibliography found here is a monumentalcontribution in itself. Concerned withAmerican television's effect in LatinAmerica is Wells (1972), a dissertation-

6 Sydney Head's anthology of original articlesby African and American scholars, Broad-casting in Africa will be published by TempleUniversity Press in 1973.

based work which offers a wealth of dataand raises more questions than it answers.

Comment

It's not been a bad year or sothequantity of publication is as heavy asever (or even heavier), but the level ofquality of media texts is coming up tomatch that in older fields. We still havesome major needs: economic studies ofthe media and of mass communications,a good up-to-date overview of mediaeffects (an update of klapper's 1960work, for example), an objective analysisof the question of bias in broadcastjournalism, a critical study of the FCC'smethods and aims with suggestions forimprovement, a really solid managementtext for television (or all of broadcast-ing), a current text and analysis ofbroadcast advertising, and so onthelist could be greatly extended.

As it is planned to continue this annualreview of media texts, authors and pub-lishers are requested to get in touchwith the writer concerning works missedin this review or that are coming out inthe future. Other suggestions are wel-come as well.

12

Textbooks Discussed

Like the discussion above, this listingis not exhaustive, but rather suggestiveof text availability. Where two pricesare shown, the second refers to paperbackedition.Aspinal, Richard. Radio Programme Produc-

tion: A Manual for Training. New York:Unipub Inc. (Unesco), 1971. 151 pp. $4.00(paper).

Blakely, Robert J. The People's Instrument:A Philosophy of Programming for Public Tele-vision. 11 ashington: Public Affairs Press,1971. 179 pp. $6.00.

I3liss, Edward Jr., and John M. Patterson.IVriting News for Broadcast. New York:Columbia University Press, 1971. 298 pp.$13.50.

Blum, Eleanor. Basic Books in the Mass Media.Urbana: University of Illinois Press, 1972.252 pp. $8.00.

Bogart, Leo. The Age of Television. NewYork: Frederick Ungar, 1972 (third edition).515 pp. $14.50.

Burke, Richard C., ed. Instructional Tele-vison: Bold New Venture. Bloomington: In.diana University Press, 1971. 145 pp. $5.95.

Cantor, Muriel G. The Hollywood TV Pro-ducer: His Work and Audience. New York:Basic Hooks, 1972. 204 pp. $7.95.

Carter, Martin D. An Introduction to MassCommunications: Problems in Press and Broad-casting. New York: Humanities Press, 1971.142 pp. $4.5012.00.

Chancy, David. Processes of Mass Communica-tion. New York: Herder & Herder (McGraw-Hill), 1972. 187 pp. $8.95.

Cherington, Paul W., Leon V. Hirsch, andRobert Brandwein. Television Station Owner-ship: A Case Study of Federal Agency Regula-tion. New York: Hastings House, 1971. 304PP. 812.50.

Cherry, Colin. World Communication: Threator Promise? A Socio-Technical Approach.New York: John Wiley & Sons, 1971. 229 pp.$9.50.

Costigan, Daniel M. FAX: The Principles andPractice of Facsimile Communication. Phila-delphia: Chilton, 1971. 270 pp. $10.00.

Diamant, Lincoln. Television's Classic Com-mercials: The Golden Years, 1948-1958. NewYork: Hastings House, 1971. 305 pp. 814.50.

. The Anatomy of a Television Commer-cial: The Story of Eastman Kodak's "Yester-days." New York: Hastings House, 1970.190 pp. $12.50.

Doig, Ivan, and Carol Doig. News: A Con-sumer's Guide. Englewood Cliffs, N. J.:Prentice-Hall, 1972. 230 pp. 86.95/3.95.

Emery, Walter B. Broadcasting and Govern-ment: Responsibilities and Regulations. EastLansing: Michigan State' University Press,1971. 569 pp. $12.50/8.50.

Emery, Michael C., and Ted Curtis Smythe(eds.). Readings in Mass Communication:Concepts and Issues in the Mass Media. Du-buque, Iowa: Wm. C. Brown, 1972. 502 pp.$6.50 (paper).

Fang, Irving E. Television News. New York:Hastings House, 1972 (revised and enlargededition). 478 pp. 812.9517.50:

Fizz, James F. (general editor). The MassMedia and Politics. New York: New YorkTimes and Arno Press, 1972. 636 pp. 825.00.

Gilbert, Robert E. Television and PresidentialPolitics. North Quincy, Mass.: ChristopherPublishing House, 1972. 335 pp. 89.75.

Gillmor, Donald M., and Jerome A. Barron.1971 Supplement to Mass Communication Law.St. Paul: West Publishing Co., 1971. 301 pp.$3.00 (paper).

Gordon, Donald R. The New Literacy. Toronto:University of Toronto Press, 1971. 190 pp.812.50/2.75.

Green, Timothy. The Universal Eye: TheWorld of Television. New York: Stein & Day,1972. 276 pp. $10.00.

Hach ten, William A. Muffled Drums: The NewsMedia in Africa. Ames: Iowa State Univer-sity Press, 1971. 314 pp. 89.50.

. Mass Communication in Africa: An An-notated Bibliography. Madison: Center forInternational Communication Studies of theUniversity of IViseonsin, 1971. 121 pp. Freeon request. (paper).

Hall, Mark 11. Broadcast Journalism: An In-troduction to News Writing. New York:Hastings House, 1971. 159 pp. 86.95/4.50.

Hammel, William M. (ed.). The Popular Artsin America. New York: Harcourt BraceJavanovich, 1972. 436 pp. $4.95 (paper).

Hancock, Alan. Planning for ETV: A Hand-book of Educational Television. New York:Humanities Press, 1972. 263 pp. $12.50.

Head, Sydney W. Broadcasting in America: ASurvey of Television and Radio. Boston:Houghton-Mifflin, 1972. 563 pp.. $9.50.

Hollander, Gayle Durham. Soviet PoliticalIndoctrination: Developments in Mass Mediaand Propaganda Since Stalin. New York:Praeger, 1972. 264 pp. 815.00.

Holmgren, Rod, and William Norton (eds.).The Mass Media Book. Englewood Cliffs,N. J.: Prentice-Hall, 1972. 421 pp. $3.95(paper).

Innis, Harold A. Empire and Communications.Toronto: University of Toronto Press, 1972(revised edition). 184 pp. 812.50/2.75.

Instant World: A Report on Telecommunicationsin Canada. Ottawa: Information Canada,1971. 256 pp. $3.00 (paper).

Johnson, Joseph S., and Kenneth K. Jones.Modern Radio Station Practices. Belmont,Calif.: Wadsworth, 1972. 269 pp. $7.95.

Krasnow, Erwin G., and Lawrence D. Longley.The Politics of Broadcast Regulation. NewYork: St. Martin's Press, 1972. 160 pp.88.50/3.95.

Krieghbaum, Hillier. Pressures on the Press.New York: Crowell, 1972. 248 pp. $6.95.

Lawhorne, Clifton 0. Defamation and PublicOfficials: The Evolving Law of Libel. Car-bondale: Southern Illinois University Press,1971. 356 pp. $15.00.

LeRoy, David J., and Christopher H. Sterling(eds.). Mass News: Practices, Controversiesand Alternatives. Englewood Cliffs, N. J.:Prentice-Hall, 1973. 334 pp. $8.95/5.95.

Levin, Harvey J. The Invisible Resource: Useand Regulation of the Radio Spectrum. Balti-more: Johns Hopkins Press, 1971. 432 pp.$12.00.

Liu, Alan P. L. Communications and NationalIntegration in Communist China. Berkeley:University of California Press, 1971. 225 pp.88.50.

Maddox, Brenda. Beyond Babel: New Direc-tions in Communications. New York: Simonand Schuster, 1972. 288 pp. $6.95.

Martin, James. Future Developments in Tele-communications. Englewood Cliffs, N. J.:Prentice-Hall, 1971. 413 pp. $14.00.

Martin, L. John (ed.). "Propaganda in Inter-national Affairs," The Annals of the AmericanAcademy of Political and Social Science, Vol.398 (November 1971). 145 pp. 84.00 /3.00.

"Media and the First Amendment in a FreeSociety," The Georgetown Law Journal 60: 4(March 1972). 233 pp. $4.00 (paper).

Millerson, Gerald. The Technique of Lightingfor Television and Motion Pictures. NewYork: Hastings House, 1972. 366 pp. $17.95.

Mowlana, Hamid. International Communica-tion: A Selected Bibliography. Dubuque,Iowa: Kendall-Hunt, 1971. 130 pp. $3.75(paper).

Newman, Joseph. Wiring the World: The Explo-sion in Communications. Washington: U. S.News and World Report, Inc., 1971. 207 pp.$2.95 (paper).

Oringel, Robert S. Audio Control Handbookfor Radio and Television Broadcasting. NewYork: Hastings House, 1972 (4th edition).192 pp. 810.00/6.50.

Oswald, Ida, and Suzanne Wilson. This Bag isNot a Toy: Handbook for the Use of Video -recording in Education for the Professions.

13

New York: Council on Social Work Et Incafilm, 1971. 133 pp. $0.00 (pa!)r)

Pember. M11 R. Privacy and the l'ress: 7'heLaw, the Mass 1/edia, and the First Amend-ment. Seattle: University of WashingtonPress, 1972. 298 pp. $8.95.

Phillips, Mary Alice Mayer. C'.I Tr: .1 Historyof Community .Intenna Television. Evanston,Ill.: Northwestern University Press, 1972.209 pp. $9.75.

Powledge, Fred. Public Television: A Questionof Survival. Washington, D.C.: Public Af-fairs Press, 1972. 46 pp. $1.00 (paper).

Price. Monroe, and John Wicklein. Cable Tele-vision: A Guide for Citizen Action. Philadel-phia: Pilgrim Press, 1972. 160 pp. $5.95/2.95.

Quick, John, and Herbert Wolff. SmallStudioVideo Tate Production. Reading, Mass.:Addison-% esley, 1972. 229 pp. $11.95.

Rogers, Everett NI., and F. Floyd Shoemaker.Communication of Innovations: A Cross-Cul-tural Approach. New York: Free Press, 1971.476 pp. $10.95.

Routt, Edd. The Business of Radio Broad-casting. Blue Ridge Summit, Pa.: TABBooks, 1972. 400 pp. $12.95.

Sandman, Peter M., David M. Rubin, andDavid B. Sachsman. Media: An IntroductoryAnalysis of American Mass Communications.Englewood Cliffs, N. J.: Prentice-Hall, 1972.434 pp. $8.95.

(eds.). Media Casebook: An IntroductoryReader in American Mass Communications.Englewood Cliffs, N. J.: Prentice-Hall, 1972.184 pp. $3.95 (paper).

Seiden, Martin H. Cable Television U.S.A.:An Analysis of Government Policy. NewYvrk: Praeger Special Studies, 1972. 253pp. $16.50.

Shayon, Robert Lewis. Open to Criticism.Boston: Beacon Press, 1971. 324 pp. $9.95.

Shiers, George, assisted by May Shiers. Bib-liography of the History of Electronics. Metu-chen, N. J.: Scarecrow Press, 1972. 336 pp.$8.50.

Singer, Benjamin D. (ed). Communications inCanadian Society. Toronto: Copp Clark,1972. 351 pp. (paper).

Sloan commission on ('able Communications.On the (.*abl: The Television of Abundance.New York: McGraw-Hill, 1971. 256 pp.$2.95 (paper).

Smith, Ralph Lee. The Wired Nation, Cable7T: The Electronic Communications Highway.New York: Harper Colophon Rooks, 1972.128 pp. $1.95 (paper).

Steinberg, Charles S. (ed.). Mass Media andCommunication. New York: Hastings House,1972 (revised edition). 686 pp. $14.50/8.50.

Surgeon General's Scientific Advisory Commit-tee on Television and Social Behavior. Tele-vision and Growing Up: The Impact of Tele-vised Violence. Washington, D.C.: Govern-ment Printing Office, 1972. 279 pp. $2.25(paper).

Tate, Charles (ed.). Cable Television in theCities: Community Control, Public Access, andMinority Ownership. Washington, D.C.: Ur-ban Institute, 1971. 184 pp. $3.95 (paper).

Tyrrell, Robert. The Work of the TelevisionJournalist. New York: Hastings House.1972. 180 pp. $11.50.

Van Rol, Jean-Marie, and AbdelfattahFakhfakh (eds). The Use of Mass Media inthe Developing Countries [A Bibliography).Brussels: International Centre for AfricanSocial and Economic Documentation, 1971.751 pp. approx. $21.00 (paper).

Voelker, Francis and Ludmila (eds.). MassMedia: Forces in our Society. New York:Harcourt, Brace Javanovich, 1972. 395 pp.$4.95 (paper).

Wells, Alan (ed.). Mass Media and Society.Palo Alto: National Press Books, 1972. 407pp. $9.95/6.95.

. Picture-Tube Imperialism? The Im-pact of U. S. Television on Latin America.Maryknoll, N. Y.: Orbis Books, 1972. 197pp. $4.95.

Wolf, Frank. Television Programming for Newsand Public Affairs: A Quantitative Analysis ofNetworks and Siations. New York: PraegerSpecial Studies, 1972. 204 pp. $15.00.

I I

Textbooks on the Media:A Review of 1972-1973

(Reprinted from Public Telecommunications Review, February, 1974)

T the following pages provide a detailedlisting and brief review comments on

about 60 books on broadcasting or masscommunications that were published inthe last year or so. This is not an exhaus-tive review, but rather an attempt to dealwith the better-quality works that aresuitable for use as textbooks in college-level courses.

This discussion is the sixth in a seriesof similar review articles first publishedin Educational Broadcasting Review inearly 1971.' As with the earlier parts ofthe series. this article is limited to booksthat are currently in print, have been pub-lished in the last year or so, are in Eng-lish (nearly all deal with U.S. media),and deal either with broadcasting or withgeneral mass media (thus excluding themany tine books on journalism or filmtopics ).2 With this review listing, theseries to date has provided informationand evaluation of over 350 different books.

To provide a more readable discussion,while allowing for a ready later reference.the article refers to books by author's lastname and year of publication. leaving fullbibliographic indicia for a consolidated

.13

alphabetical listing at the end. Books arediscussed in the following categories:general media, media readers, broadcast-ing and society, regulation and control,cable communications, media journal-ism, educational applications, productionguides, and works on foreign and inter-national media.

Textbook Evaluations

General Media. General textbooks (asdistinguished from the many readers) onmass media increased by one and sawanother updated. The revision is of thealmost standard Emery-Ault-Agee (1973),last revised just three years ago, and anadoption success since its first publicationin 1960. The new work has been updatedand expanded, especially in the broadcastsections, and is available for the first timein paperback (though at an inflated price).It has a generally solid 30-page discussionof further reading and remains the mostsolid media text available.

The new work is by Clark and Blank-enburg ( 1973) ; it offers a 14-chaptertopical (rather than media) subject divi-sion, dealing in a very basic fashion with

structure and issues. Aimed at studentsas consumers rather than as potentialcareer tillers. the work is suitable forfreshman introductory courses, but hastoo many errors of fact and generaliza-tions for anything beyond that

A useful supplement to either of theseor the readers discussed below) is Mar-

zit) ( 1973) winch provides a visual mu-seum of people, events and technologywhich is fascinating to students as it helpsbring dry text-lecture material to life.Providing a popular culture montage ap-proach suitable fir high school or verybasic college use is Berger ( 1973) whichuses illustration and canipy layout asmajor draws for student interest, anddeals with many topics ( sports, toys. softdrinks, etc. ) not usually dealt with inmedia courses.

There are three recent volumes whichall contribute something distinctly differ-ent to general media works. Singer( 1973 ) inters the first boik-length studyof that segment cif the media audiencewhich responds. or "feeds back" reaction

Media InStit Mb Ins. Based on early1970's research in Canada. Singer pro-vides details on both audience make-up.and media ("intent tailoring to feed back(talk shows. letters to the editor, etc. ).Pearce-Cunningham-Miller ( 1971) giveail overview of a vast amount of previouswriting and research to provide a cogentlyorganized overview of the role and func-tion of advertising. with material on ad-vertising effects on consumer behavicr. ono

industry advertising and clmpetition, andon society in general. Finally, Rivers-Slater i 1973) gives in very brief space agreat deal of information on where tofind out more aimt media. It lists peri-odicals, organizations, research institu-tions, and government agencies concernedwith the media. Fropient revisions areplannedand the cost is low enough towarrant wide-spread student use.

Media Readers. As in the past. thesetend to fall into three distinct groups, thefirst two vastly overcrowded with poten-tial choices already. in the first categoryare works which appeal mainly to jtgliotcollege and basic level university courses,focusing on popular culture rather thanmass media specifically ( though. in fair-

.A

ness, some of these imp culture readersare pretty elevated in content ).A second,and really overcrowded field is that of thebasic mass media reader which tries tocover the waterfront with a selection ofpreviously published articles. There arenow nearly 20 titles in this market alone.Finally, there are the advanced readers,which are often built around a giventheme or aimed at a given audience. Thiscategory holds most room for improve-ment as the few ( but generally good)

tuw available don't begin to ex-lui.ust the possibilities. The past year hasseen new aides in all three areas.

The popular culture books are repre-sented first by Valdes-Crow (1973 ), an-other in the continuing flow of highschool - junior college aimed work textsirons this publisher. This volume is sup-plemented with a student worktext anda teacher's guide. Coverage includes es-talishment media organization and func-tion, media content, and "underground"media approaches, all attractively pre-sented with text and illustration layoutand some probing question guidelines. Onthe college level is Browne-Fishwick-Niarsden ( 1972) which collects 17 pieceson such topics as sports heroes, popularsingers and musicians, detectives anddogs as heroes, etc. This volume is butone of an expanding popular culture listfrom the same publisher. On a somewhatmore advanced level is Browne (1973)which offers selections on the western,detective story, comics, science fiction,general fiction. music, and movies. Again.the stress here is on popular culture as aphenomenon rather than media as insti-tutions.

In the basic readel category, there arethree new titles. Stevens-Porter ( 1973)takes the award for most original titleof the year, has 16 articles ,m media andtheir audiences, the business of business,the production process and media jour-nalism. Glessing-White (1973) is one ofthe larger entries in the field, with 56selections. many of them from news maga-zines and other sources allowing shortbut ti -to-dat references in a textbook.Coverage here includes sections on print,broadcasting. film. music, comics andclothing, plus sections on content types

(news, advertising, sports, kids showsand education ), politics and the media,persuasion, media economics. the counter-culture. and several summary pieces. Ateacher's guide is available. Nixon (1973)is mis-titled (it is not a casebook), butoffers 23 readings on a wide variety oftopics, not organized in any given order,and with no connecting commentary,leaving the teacher to pick wod chooseas he sees fit.

Turning to the advanced volumes, oneof the most broad-ranging and fascinatingis Scientific ..lonerican (1972), based onthe special issue of that journal, and of-fering well illustrated, researched andwritten articles on animal communication,verbal and visual images, communicationchannels, networks of all kinds, communi-cation terminals, communication and thecommunity, and the role of social envi-ronment and freedom of expression.Schwartz (1973) also covers many facetsof communication, relating the process tothe new technological develGpments ofcable, video tape and cybernetics. Mc-Garry (1972) is nowhere as limiting asits sub-title might lead one to believe, of-kring a rich selection of heavily British-based articles on media problems, theaudience, cultural issues related to media,and media content. Finally, Mortensen(1973) provides a good selection ofsome 26 readings on messages, channels,intrapersonal and interpersonal commu-nications plus cultural dimensions ofcommunication theory dealing with com-munication theory as an area of socialinquiry on a level for introductory classes.

Broadcasting and Society. Two of themost important texts published in the pastyear range over audience findings. Thefirst, Bower (1973), is an updating ofSteiner's classic 1%3 study of the tele-vision audience. Bower's work, under-written by CBS, provides results of anin-depth national survey of audiencereaction to television programs, news, andadvertisements, and offers a case studyof television watching and reactions inone city. Well illustrated with charts anddiagrams, this is the up-to-date study oftelevision's impact on the national view-ing audience that we have needed foryears. Supplementing it is Kline-Tichenor

(1972) which is an excellent collectionof nine original papers on media research.The papers summarize current researchknowledge of gatekeeping, informationdiffusion, interpersonal communicationand media, socialization by media, politi-cal communication, urban poor and theiruse of media, sex and violence portrayalsand environment aad communication.This is important if somewhat advancedreading. One other study, based on Brit-ish experience which is of interest hereas well, is Elliott (1972) which analyzesthe process of assembling a televisionseries. focusing not on production tech-niques, but on program building as asociological process of material selection,program assembly, and audience feedback.The conclusions transcend the Britishexample.

Thanks to the Surgeon General's re-search of two years ago, and the contro-versy surrounding its conclusions, therehas been a good deal of publication onchildren and television suitable for textuse. Most important is Liebert-Neale-Davidson (1973) which reviews the find-ings on the effects of televised violenceon youthtful viewers. and covers commer-cial support and regulatory issues. Wellillustrated with charts and graphs, andwell documented, this is fine material forupper level and graduate courses. Focus-ing more on the economic constraints toeffective public content control of chil-dren's television is Melody (1973) whichposes some suggested alternatives tolessen commercial impact on young view-ers. Melody ranges over the history ofchildren's television and its unique char-acteristics, then devotes most space toissues of public policy. Providing valuablecontent analysis basic information isWinick (1973) which analysed over 230commercials on 145 dimensions in anattempt to formulate a basis for industryself-regulation of ads on children's pro-grams. These three titles provide supportto the increasing number of advancedcourses focusing on television and youth.

Regulation and Control. A basic his-torical reference, Kahn (1973) is nowrevised and expanded (but unfortunately,is only available in hardback at present,thus limiting text adoption), providing a

47

valuable reference and text of legal docu-ments on broadcasting from 1910 to theearly 1970's. There should be several copiesof this in any college library. Providingdetailed information on a topic little dis-cussed in normal texts is OT P. (1973)which gives clear illustrated discussion ofthe technology. economics, and politics(national and international ) behind regu-lation of the radio frequency spectrum.the basis for nearly all broadcast regula-tion. Jennings (1072) offers a step-by-step guide to the intricacies of FCC formsin a fashion useful for management stu-dents and managers alike. There is carefulcxplanation of all the things requested inthe major broadcast application forms.

One of the most important publicationsof the year was Noll-Peck-McGowan(1973) which analyzes the complex rela-tionships between economics. politics, andtechnology in the regulation of televisionand cable technology. Assembling an im-pressive array of facts and economicanalysis. the Brookings researchers havecovered a good deal of ground in a hookwhich should he required reading for tip-per clansmen and graduate studentsletalone faculty.

Turning to regulation of all media, aninteresting theory is explained in Barron(1973) where the author speaks to hisnotion that the public has a right of accessto the media. In the process. he discussesthe campus press. provides several chap-ters on broadcasting. deals with citizengroup's role, and analyzes questions ofownership a.id cable as they affect theright of access. Fivers-Nyhan (1973) isthe first of a series of similar "notebooks"which provide proceedings of conferencesof prominent media types, thus giving (inthis case) information and viewpoints onreporters vs. politicians, the public's rightto know. rules for reporters. citizen accessto media. etc. This is inexpensive anduseful material for discussions in seminarcourses, Finally. Peabody (1972) is apolitical science case study of interest hereas the example chosen was the doomedcampaign finance bill of 1970. As the billprogresses from committee to floor ofboth houses, readers see the many insti-tutions and individuals involved in the

48

legislative process.Cable Communications. Thy past 18

months have seen more publication aboutcable than the previous decade. Of par-ticular interest for their up-to-date natureand depth. are the 11 volumes issued in1973 by the Rand Corporation. a seriesunderwritten by the National ScienceFoundation. Two volumes are noted herefor reasons of space. but all the titles arelisted in the covers of these two. Baer( 1973) is the basic summary handbookof all the Rand studies. and is perhapsthe bast single introduction to what cableis all about and what it can be. Rivkin(1973) is a massively detailed discussionof all the complicated FCC regulations re-garding cable. and is the best handbook tothat byzantine subject. Together. these twovolumes (with or even without the otherstudies ) make adequate material for acable course.

The one solid history of cable, espe-cially from a regulatory point of view, isLe Due (1973) ; though based on a doc-toral dissertation, this is a valuable andcogent discussion of the many z'.;-zags inFCC ideas on control of cableand theireffects on cable development and broad-casting. A good current "snap shot" ofviews on cable is in Park (1973) whichgives a series of brief original papersshowing how cable groups. broadcasters,the public, the FCC. academics, and econ-omists visualize the likely impact and roleof cable in the near future.

Specifically focused on cable technologyas a means of better two-way communica-tion is Sachman-Boehm (1972), anothercollection built from conference proceed-ings. The 17 original papers deal withthe many cominco Ay information servicesneeded. system :.ign to meet tho - in-formation needs. aid system managementproblems. This is importantbut ad-vancedmaterial. On a somewhat similarline is another collection. Pool (1973),which offers 15 papers. several of whichare original here. Six of them are reprintsof papers from the Sloan cable commis-sion. which papers were only circulatedto a limited degree and deserved better.The focus here is on technology and themany potential benefits to be derivedfrom properly designed cable systems.

Finally, another Aspen notebook, Adler-Baer (1973) centers attention on the po-tential adult or continuing education roleof the nation's expanding cable systems.The volume offers six general chapterson cable and education, and supplementsthese with three models of television-supported education which might be ap-plicable to cable work. This volume isuseful in either cable or educational broad-casting courses.

Media Journalism. Five general works,and four on broadcasting, show the jour-nalistic output for the past year. Of thegeneral works, the most opinionated andangry is Aronson (1973 ), which beginswith a discussion of the (pre-Watergate)Nixon administration on the news media,then presents a good deal of data (in afavorable light) concerning the rise ofthe "underground" or non-establishmentnews sources. Writing from a positionmore to the political right is Brucker(1973), who reviews many of the basicissues facing journalism from outside andfrom within, looking at issues includingaccess, reporting of crime, making newsby covering it, a review of the editorialfunction, etc. Both are useful reviews,though perhaps on the woi dy and preachyside. Analyzing the many counter-mediavoices of the past few years is Dennis-Rivers (1973) which offers the first goodtext material on modern muckraking,journalism reviews, advocacy, counter-culture press. alternative broadcasting, in-depth researr, etc. The major recentargument for a national press council isfound in Twentieth Century Fund (1973),a valuable report which nas already cre-ated quite a controversy in itself. Anexpensive but unique work on media re-porting of environmental issues is Rubin-Sachs, which is based on several casestudies in Northern California in the early1970's. Topics covered include science andenvironmental reporting, problems ofcommunicating such news, the press vs.the growth ethic, etc. And, mentionshould be made again of kt'rzio (1973)as a fascinating illustrated supplement toany journalism history course.

Of the 17-.-oadcast journalism works, twoare especially important and useful as pos-sible texts. Barrett (1973) is the fourth

49

volume in an increasingly important an-nual summation of the previous year'sbroadcast journalism, both local and na-tional, dealing with newscasts and docu-mentaries. The emphasis in this election-year coverage is, as one might expect,political broadcasting. As you read this,the fifth volume in the series should beavailable. These are well-priced and ex-cellent for current text usage. Also ofvalue is Epstein ( 973) which is the bestin-depth examination of network newsoperations, focusing on political and eco-nomic constraints on the news product.Based on the author's Harvard disserta-tion, the volume discusses in some detailthe news selection and assembly process,giving an excellent cross section of whatgoes into each network's evening halfhour news review. An interesting bio-graphical account is Yellin (1973) whichexamines television documentary throughthe work of NBC's Fred Freed, thusadding coverage to a topic on which littlehas been done to date. Finally. Wilhelm-senBret ( 1972) deals in a somewhatdifficult-to-understand fashion with theeffects of television--especially the effectof media coverage of politics on newsevents. The authors suggest the formrather than content of media have createda new age of what they term "neuronicman." The hook may be useful for ad-vanced graduate work.

Educational Applications. Another use-ful edited collection done by Schramm(1973) focuses on perceptions of instruc-tional television quality. Emphasis was onhow broadcasters and effects researcherscan aid one another in determining tlvalue of ITV programs. A valuable ref-erence and text applicable volume is Lee-Pedone (1973), the third in an annualseries of statistical analyses on publictelevision across the country. Providingin!'ormation on programming, ownership.costs of operation, employment, etc. thetables and text material give good basematerial for any public broadcastingcourse. Finally. Herling (1973) offers themost comprehensive overview of collegecourses in film and television, and theguide will be kept up-to-date with annualrevisions. Data is provided on programaims, specific courses offered, faculty, fa-

cilities, etc., making this the handiestsingle directory of academic communica-tions programs.

Production Guides. Perhaps the mostimportant volume in this category in re-cent months is Zettl (1973) which finallygave the field an illustrated and wellthought out volume of visual and soundaesthics. Zettl's work is equally suitablefor broadcasting or film courses, and isunique in communications. Although ex-pensive. the price has actually been helddown to encouarge stuetnt use. A fasci-nating volume along somewhat broadervisual lines is Dondis (1973) which isapplicable in television, film, or graphicarts work and pt'lls information and ideasfrom the fine arts as well as media. Bothbooks are worthy of some time, and repre-sent a depth of feeling that too few stu-dents achieve. Of the general media worksuseful in different disciplines, Hunt(1972) is one of the few to deal with thewhys and wherefores of reviewing. Hedeals with book, movie, film, TV andother kinds of reviews, discussing writingand content, and includes a useful bibli-ography. It's too bad a paperback ispriced so high.

Dealing specifically with productiontechniques in broadcasting are Alkin(1973) and Weiner (1973). Alkin is foradvanced students and practitioners ofsound for TV or films, and offers thebasis of the writer's long BBC experience.Weiner is an early entry in what islikely to be a full stable of books on por-table video production methods, includinguse of video-tape. Both books are well-illustrated, and only Alkin is over-priced.

Production of research is the rationalefor Carney (1973) and Meyer (1973).The formet is the most recent of a largenumber of works on content analysis, butseems one of the clearest and most usefulof the lot, centering on the communicationrole of the item being analyzed. Meyeroffers the basic rudiments of social sciencemethods for reporters, dealing with re-search methods only insofar as the in-depth reporter may need. His uniquejournalistically-oriented text should enjoywide adoption.

Foreign and International Media. Five

works mark the major text contributionsto study of international communications.The first, Namurois (1972), is worththe hassle one has to go through obtainingit from Europe (there is no U.S. dealerfor FRU publications), as it explains, inthe best organized fashion, the many kindsof organization broadcasting takes in dif-ferent countries. There is a great deal ofconcise data on specific nations, financingof broadcast systems, and structural dia-grams illustrating the text. There's noth-ing quite like it. O:. ^f the better reviewsof the international role of communica-tions satellites is found in Galloway(1972) which provides a detailed historyof space communication and the organi-zations built up around that process. Theauthor devotes a good deal of space andanalysis to Comsat and Intelsat, theirorganizational problems, and their likelyprospects. Another unique, though per-haps somewhat esoteric (for text use)volume is S alai (1972) which looks atworld-wide .overage of the United Na-tions by foreign and international media,both print and broadcasting, its majortext value is as a detailed case study ofworld news flow concerning a specificorganization and its function.

Two useful works on foreign (Euro-pean) communications are Hood (1972)and The Select Committee (1972). Hoodis a very brief overview of press andbroadcast development in Europe sincethe war, with a discussion of problems ofboth media in Europe and Britain. TheSelect Committee is a dry-looking Britishgovernment report which conceals thebest analysis of commercial broadcastingin that country, combining political com-ment, analysis, and much statistical data.It's a good example of how far one mustlook for good text material suitable forgraduate courses or seminars.

Looking ahead to the coming year, weare sure to see more general media read-ers, and hopefully a good general mediatext or two, as there is still a good dealof room for improvement in the lattermarket. Also due out this year are definitivestudies of broadcasting in Africa editedby Sydney Head (Temple UniversityPress) and Burton Paulu's analysis ofbroadcasting in the countries of Eastern

80

Europe to match his earlier volumes onBritain and Western Europe (Universityof Minnesota Press). The effects of tele-vised hearings on the Watergate crii?swill be the subject of a collection of orig-inal articles edited by Sydney Kraus( Indiana University Press). With luck,these and other texts will be reviewed ayear from now in the third annual up-dating of this continuing series. Sugges-tions and comments are welcomed, andshould be sent directly to the author.

Textbooks DiscussedAs in previous installments of this series,the listing below (like the discussionsabove) is not exhaustive, but rather sug-gestive of text availability. Where twoprices are shown the second refers topaperback formatbut be warned : morethan any recent period, book prices arechanging (i.e., going up) rapidly andwith no notice, so take the prices shownas guidelines only.

Adler, Richard, and Walter S. Baer.Aspen Notebook: Cable and ContinuingEducation. New York : Pratger SpecialStudies, 1973. 195 pp. $15.00/3.95.

Alkin. E. G. M. Sound with Vision:Sound Techniques for Television andFilm. New York : Crane Russak, 1973.283 pp. $20.75.

Aronson. James. Deadline for the Me-dia: Today's Challenges to Press, TV&Radio. Indianapolis: Bobbs-Merrill, 1973.327 pp. $8.95.

Baer, Walter S. Cable Television: AHandbook for Decisionmaking. SantaMonica: Rand Corporation, 1973. 229 pp.$5.00 (paper).

Barrett, Marvin, ed. The Politics ofBroadcasting: Alfred I. duPont-ColumbiaUniversity Survey of Broadcast Journal-ism: 1971-1972. New York : Grosset andDunlap, 1973. 247 pp. $5.95.

Barron, Jerome A. Freedom of thePress for Whom? The Right of Accessto Mass Media. Bloomington : IndianaUniversity Press, 1973. 368 pp. $8.95.

Berger. Arthur Asa. Pop Culture.Dayton, Ohio : PflaumkStandard, 1973.192 pp. $3.50 (paper).

Browne, Ray B.. ed. Popular Cultureand the Expanding Consciousness. NewYork : Wiley, 1973. 200 pp.

, Marshall Fishwick, and Mi-chael T. Marsden, eds. Heroes of PopularCulture. Bowling Green, Ohio: PopularPress, 1972. 190 pp. $6.00/2.50.

Bower, Robert T. Television and thePublic. New York : Holt, Rinehart &Winston. 1973. 205 pp. $7.95.

Brucker, Herbert. Communication isPower: Unchanging Values in a Chang-ing Journalism. New York : Oxford Uni-versity Press, 1973. 385 pp. $9.50.

Carney, Thomas F. Content Analysis:A Technique for Systematic Inferencefrom Communications. Winnepeg, Ca-nada : University of Manitoba Press, 1972.343 pp.

Clark, David G., and William B. Blank-enburg. You and Media: Mass Commu-nication and Society. San Francisco: Can-field Press, 1973. 275pp. (PaPer).

Dennis, Everette E., and William L.Rivers. Other Voices: The New Journal-ism in America. San Francisco: CanfieldPress. 1973. 218 pp. $3.95 (paper).

Dondis, Donis A. A Primer of VisualLiterary. Cambridge, Mass: MIT Press,1973. 194 pp. $9.95.

Elliott, Philip. The Making of Televi-sion Series: A Case Study in the Sociol-ogy of Culture. New York : HastingsHouse. 1973. 18() pp. $6.95.

Emery, Edwin, Phillip H. Ault, andWarren K. Agee. Introduction to MassCommunications. New York : Dodd,Mead, 1973. 464 pp. $6.95 (paper).

Epstein. Edward Jay. News from No-where: Television and the News. NewYork : Random House, 1973. 321 pp.$7.95.

Galloway, Jonathan F. The Politics andTechnology of Satellite Communications.Lexington, Mass. : Lexington/D.C. Heath,1972. 247 pp. $15.00.

Glessing, Robert J., and William P.White, eds. Mass Media: The InvisibleEnvironment, Chicago : Science ResearchAssociates, 1973. 313 pp. (paper).

Herling. Michele, ed. The AmericanFilm Institute Guide to College Coursesin Film and Television. Washington :Acropolis Books, 1973. 308 pp. $5.95(paper)

Hixon, Richard F.. ed. Mass Media:A Casebook. New York : Crowell, 1973.285 pp. (paper).

51

Hood, Stuart. The Mass Media. NewYork : Humanities Press, 1972. 96 pp.$2.75 (paper).

Hunt, Todd. Reviewing for the MassMedia. Philadelphia : Chilton, 1972. 190pp. $7.95 (paper).

Jennings, Ralph M. Guide to Under-standing Broadcast License Applicationsand Other FCC Forms. New York : Of-fice of Communications, United Churchof Christ, 1972. 130 pp. (paper).

Kahn, Frank J., ed. Documents ofAmerican Broadcasting. New York :Appleton-Century-Crofts, 1973. 684 pp.$11.95.

Kline, F. Gerald, and Phillip J. Tiche-nor, eds. Current Perspectives in MassCommunications Research. Beverly Hills,Calif. : Sage Publications, 1972. 320 pp.$15.00.

Lee, S. Young, and Ronald J. Pedone.Summary Statistics of Public TelevisionLicensees Fiscal Year 1972. Washington :Corporation for Public Broadcasting,1973. (paper).

Le Due, Don R. Cable Televisiov andthe FCC: A Crisis in Media Control.Philadelphia : Temple University Press,1973. 289 pp. $10.00.

Liebert, Robert M., John M. Neale,and Emily S. Davidson. The Early Win-dow: Effects of Television on Childrenand Youth. New York : Pergamon, 1973.193 pp. $9.50/6.50.

Marzio, Peter C. The Men and Ma-chines of American Journalism. Wash-ington : Smithsonian Institution (notGPO), 1973. 144 pp. $3.95 (paper).

McGarry, K. J. Mass Communications:Selected Readings for Librarians. Ham-den, Conn. : Linnet Books (Shoe StringPress), 1972. 255 pp. $10.00.

Melody, William. Children's Televi-sion: The Economics of Exploitation.New Haven : Yale University Press,1973. 164 pp. $7.95/1.95.

Meyer, Philip. Precision Journalism:A Reporter's Introduction to SocialScience Methods. Bloomington : IndianaUniversity Press, 1973. pp. $10.00/2.95.

Mortensen, C. David. ed. Basic Read-ings in Communication Theory. NewYork : Harper and Row, 1973. 358 pp.(paper).

52

Namurois, Albert. Structures and Or-ganization of Broadcasting in the Frame-work of Radiocommunication:. Geneva:European Broadcasting Union Mono-graph No. 8, 1972. 211 pp. about $5.00(paper).

Noll, Roger G. Merton J. Peck, andJohn J. McGowan. Economic Aspectsof Television Regulation. Washington :Brookings Institution, 1973. 342 pp.$8.95.

Office of Telecommunications Policy.The Radio Frequency Spectrum: UnitedStates Use and Management. Washing-ton : OTP, 1973. about 200 pp. (paper).

Park, Rolla Edward, ed. The Role ofAnalysis in Regulatory Decisionmaking:The Case of Cable Television. Lexington,Mass. : Lexington/Heath, 1973. 144 pp.$9.50.

Peabody, Robert L., Jeffrey, M. Berry,William G. Frasure, and Jerry Goldman.To Enact a Law: Congress and Cam-paign Financing. New York : Praeger,1972. 225 pp. $7.00.

Pearce, Michael, Scott M. Cunning-ham, and Avon Miller. Appraising theEconomic and Social Effects of Adver-tising: A Review of Issues and Evidence.Cambridge, Mass. : Marketing Science In-stitute. 1971. about 200 pp. $7.50 (paper).

Pool, Ithiel, de Sola, ed. Talking Back:Citizen Feedback and Cable Technology.Cambridge, Mass. : MIT Press, 1973.325 pp. $9.95.

Rivers, William L., and Michael J.Nyhan, eds. Aspen Notebook on Govern-ment and the Media. New York : PraegerSpecial Studies. 1973. 193 pp. $15.00/3.95.

Rivers, William L., and William T.Slater, Aspen Handbook on the Media:Research, Publications, Organizations.Palo Alto, Calif. : Aspen Program onCommunication and Society, 1973. 97 pp.$5.95/1.95.

Rivkin, Steven R. Cable Television: AGuide to Federal Regulations. SantaMonica, Calif. : Rand Corporation, 1973.343 pp. $5.00 (paper).

Rubin, David M., and David P. Sachs.Mass Media and the Environment: WaterResources, Land Use, a,,r1 Atomic Energyin California. New York . Praeger SpecialStudies, 1973. 340 pp. $1850.

Sackinan, !tarok!. and Barry W.Boeym, eds. Planning Community Infor-;maim! Utilities. Montvale, N. J . : A Fl PSPress, 1972. 501 pp. $15.00.

Schramm. Wilbur, ed.Qaality in In-structional Television. Honolulu: Univer-sity Press of Hawaii, 1973. 226 pp. $5.00(paper) ).

Schwartz, Barry N., ed. Human Connection and the New Media. EnglewoodCliffs, N. J. : Prentice-Hall, 1973. 179 pp.$6.95/2.45.

Scientific American, Editors of. Com-munication. San Francisco : W.H. Free-man, 1972. 136 pp. $6.50/3.25.

Select Committee on NationalizedIndustries, Independent Broadcasting Au-thority. London : Her Majesty's Station-ery Office, 1972. 478 pp. about $6.00

paper ).Singer, Benjamin D. Feedback and

Society: A Study of the Uses of MassChannels for Coping. Lexington. Mass.:Lexingtonlleath, 1973. 124 pp.

Stevens. John D. The Rest of the Ele-phant : Perspectives on the Mass Media.Englew(md Cliffs, N. J.: Prentice-Hall,1973. 186 pp. $5.95/2,95.

Szalai, Alexander. The United Nationsand the News Media. New York : UnitarPublications, 1972. 323 pp. $6.50 (paper).

Twentieth Century Fund Task Force.A Free and Pesponsive Press. NewYork : the Fund, 1973. 88 pp. $1.00( paper ).

Valdes, Joan, and Jeanne Crow. TheMedia Works, Dayton, Ohio: Haunt/Standard, 1973. 282 pp. $4.95 (paper).

Student workbook and teacher guideavailable.

Weiner, Peter. .1Iaking the Media. Rev-olution: A Handbook for Video-TapeProduction. New York : Macmillan, 1973.217 pp. $8.95.

ilhelmsen. Frederick D., and JaneBret. Telepolitics: The Politics of Neu-ronic Man. Plattsburgh, N.Y.: TundraBooks, 1972. 254 pp. $10.00.

Willi& Charles, and others. Children'sTelevision Commercials: .4 Content Anal-ysis. New York : Praeger Special Studies,1973. 170 pp. $13.50.

Yellin, David G. Special: Fred Freedand the Television Documentary. NewYork, Macmillan, 1973. 289 pp. $9.95.

"Lett!, Herbert. Sight Sound, Motion:Applied Media Aesthetics. Belmont, Calif.:Wadsworth, 1973. 401 pp. $15.00.

NotesPrevious installments of this series have

been as follows: "Broadcasting Textbooks I:Industry and Effects." Educational Broadcast-ing Review 5:2:49-56 (April 1971); "Broad-casting Textbooks II: Production and Perfor-mance," ERR 5:3:50-56 (June 1971); "Broad-casting Textbooks III: Foreign and Interna-tional," EBR 5:5:54-63 (October 1971);"Broadcasting Textbooks IV: General MassMedia," ERR 6:1:57-6S (February 1972); and"Broadcasting Textbooks : 1971-1972," ERR7:1:44-53 t February 1973).

For further details on film and journalismtitles, as well as more detailed discussions ofall the books discussed here, see Mass MediaIlooknotes (monthly, c/o Department of Radio-TV-Film. Temple University, Philadelphia, Pa.19122).

NOTICE

Updates of the Media Sourcehook will be included annually in the February issue of the PublicTelecommunications Review, published by the NAEB.

53

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