fifth edition a new introduction to mass communication

FIFTH EDITION

^

A NEW INTRODUCTION TO

Mass Communication

John V. Pavlik RUTGERS UNIVERSITY

Shawn Mcintosh MASSACHUSETTS COLLEGE OF LIBERAL ARTS

New York Oxford

OXFORD UNIVERSITY PRESS

Contents PREFACE xxii

ABOUT THE AUTHORS xxxii i

PART ONE THE CHANGING MEDIA LANDSCAPE

m Mass Communication and Its Digital

Telephony: Case Study in Convergence 4

Three Types of Convergence 7

Technological Convergence 8

Economic Convergence 9

Cultural Convergence 11

Transformation 3

Implications of Convergence 12

Media Organization 13

Media Type 14

Media Content 14

Media Use 16

Media Distribution 18

Media Audience 18

Media Profession 20

Attitudes and Values 20

Mass Communication in the Digital Age 23

Interpersonal Communication 23

Mass Communication 24

Mass Communication and Convergence 25

Functions of Mass Communication

Surveillance 26

26

Correlation 27

Cultural Transmission 27

Entertainment 27

Theories of Communication 28

Transmission Models 28

Critical Theory and Cultural Studies 30

Television: The Future of Convergence 31

LOOKING BACK AND MOVING FORWARD 33

WJ MEDIA MATTERS 34

FURTHER READING 34

Features

Q MEDIA PIONEERS: STEVE JOBS 10

^ INTERNATIONAL PERSPECTIVES: CRYING IN A BMW 11

(^CONVERGENCE CULTURE: USER-GENERATED CONTENT:

CREATIVITY OR PIRACY? 19

6 ETHICS IN MEDIA: INTERACTIVELY MAPPING GUN

OWNERS 22

Ah

Media Literacy in the Digital Age 37

Education and Media 38

What Is Media Literacy? 39

What Makes Mediated

Communication Different?

Semiotics 40

Framing 42

40

vii

CONTENTS www.oup.com/us/pavlik

Early Concerns of Media Effects 43

Media Grammar 44 Print Media 44

Radio and Recorded Music 45

Film and Television 46

Digital-Media Grammar 47

Implications of Commercial Media 47 Commercial-Media Debate 49

Concentration of Media Ownership 51

Media Bias 53

Developing Critical Media-Literacy Skills 56 MEDIA CAREERS 58


^ MEDIA MATTERS 60

FURTHER READING 60

Features

Q MEDIA PIONEERS: MARSHALL MCLUHAN 48

^ INTERNATIONAL PERSPECTIVES: MOBILE TELEPHONY IN

THE DEVELOPING WORLD 50

G ETHICS IN MEDIA: WHEN MEDIA REPORT RAPE

ALLEGATIONS 55

@ CONVERGENCE CULTURE: DOS AND DON'TS WHEN

EVALUATING ONLINE INFORMATION 57

PART TWO IASS-COf lUNICATION FORMATS

Print Media: Books, Newspapers, and Magazines 63

64 Functions of Print Media Transmission of Culture 64

Diffusion of Ideas and Knowledge

Entertainment 65

64

Distinctive Functions of Books 65

History of Books to Today 66 Monastic Scribes 66

Johannes Gutenberg 67

Beginnings of Mass Communication

and Mass Literacy 68

Cheaper and Smaller Books 68

Dime Novels 68

Mass-Market Paperbacks 69

Print-on-Demand 69

Ebooks 70

Current Book-Industry Issues 71

Sales and Readership of Books 72

Outlook for Books 74

Distinctive Functions of Newspapers 75

Local Newspapers 75

National Newspapers 75

History of Newspapers to Today 76 The Commercial Press and the Partisan Press

Colonial Readership and Finances 77

The Goiden Age of Newspapers 77

Current Newspaper-Industry Issues Newspaper Chains 80

Benefits of Chains 80

Problems with Chains 81

Leading Newspaper Chains 81

Declining Number of Daily Newspapers 81

Sales and Readership of Newspapers Circulation and Readership 84

Advertising 84

77

79

81

Outlook for Newspapers 86

Distinctive Functions of Magazines 87

History of Magazines to Today 89

Current Magazine-Industry Issues 90

http://www.oup.com/us/pavlik

CONTENTS

Sales and Readership of Magazines 90

Outlook for Magazines 91 MEDIA CAREERS 93


^ MEDIA MATTERS 94

FURTHER READING 95

( g ) CONVERGENCE CULTURE: FREESHEETS: RIDING THE RAILS

OF NEWSPAPERS'FUTURE? 85

0 MEDIA PIONEERS: RUBEN SALAZAR 87

Features

^ INTERNATIONAL PERSPECTIVES: GLOBAL EBOOK

MARKETPLACE 70

4».

10A Audio Media: Music Recordings, Radio 97

The Recording Industry 98

Distinctive Functions of the Recording Industry 98

History of Recorded Music 99 From Tin Pan Alley to Hollywood 100

Roots of Rock and Roll 100

Redefining Rock 101

The Recording Industry Today 102

Recording-Industry Business Model 105 Creation 105

Promotion 106

Distribution 106

Pricing Structure 107

Outlook for the Recording Industry 107 Digital Rights Management and Illegal File

Sharing 107

New Business Models Emerging 108

What Is Broadcasting? 109

Radio 110

Distinctive Functions of Radio 110

History of Radio 110 Wireless Telegraphy 112

Exploring Radio's Early Potential 112

Voice Transmission 112

Radio Before, During, and After WWI 113

Widespread Public Adoption of Radio 114

FM Radio, Edwin Howard Armstrong, and David

Sarnoff 114

Creating a Viable Business Model for Radio 115

The Rise of Radio Networks 115

Consolidation In Radio Station Ownership 116

The Radio Industry Today 117

Radio Station Programming 118

Outlook for the Radio Industry 118 Podcasting 120

Satellite Radio 120

MEDIA CAREERS 121


tß MEDIA MATTERS 123

FURTHER READING 123

Features

% MEDIA PIONEERS: AMANDA PALMER 104

G ETHICS IN MEDIA: MASHED-UP AND MIXED-UP MUSICAL

ETHICS 111

( | | ) CONVERGENCE CULTURE: NPR AND PRI: AMERICA'S

PUBLIC RADIO NETWORKS 116

^ INTERNATIONAL PERSPECTIVES: TRUSTING IN THE POWER

OF THE AIRWAVES 121


Q Vi Visual Media: Photography, Movies, and Television 125

Photography 126 History of Photography 126

Photographic Industry Today

Movies 127

127

History of the Movie Industry 128 Silent Era: New Medium, New Technologies,

New Storytelling 129

Melies and Griffith 130

Murnau, Flaherty, and Eisenstein 131

Sound and Color 131

Hollywood Movie Moguls 133

Warner Brothers 133

Walt Disney 133

Samuel Goldwyn 134

Marcus Loew 134

Louis B.Mayer 134

Hollywood Star System 135

The Director as Auteur 135

Technological Influences on Movie Genres 136

Other Entertainment Sources for Movies 137

DVDs and Streaming 138

Movie Industry Today 139

Marketing and Distribution for Movies 142

Movie-Industry Business Model 143

Outlook for the Movie Industry 143

Television 144

History of Television 146 Seeing the Light: The First Television Systems 146

Modern Television Takes Shape 146

Programming and Genre Influences 147

Pushing the Programming Envelope 148

Cable Comes of Age 148

Filling the Days 149

Filling the Nights 149

Sports 150

Reality Shows 151

Digital Television: Preparing the Way for

Convergence 152

The Rise of Flat-Panel Displays 152

Television Distribution 153 Broadcast TV 153

Cable TV 153

Satellite TV 154

Television Industry Today 154 Cable System Structure 154

Satellite Versus Cable 155

Television-Industry Business Model 156

Outlook for the Television Industry 157 MEDIA CAREERS 158


q i MEDIA MATTERS 159

FURTHER READING 159

Features

e ETHICS IN MEDIA: THE PHOTOJOURNALIST'S DILEMMA:

IMMERSION IN CONFLICT 130

Q MEDIA PIONEERS: KATHLEEN KENNEDY 141

^CONVERGENCE CULTURE: 3-D MOVIES: WHAT WILL BE

THE IMPACT? 145

*2I Interactive Media: The Internet, Video Gannes, and Augmented Reality 161

Interactivity Defined 162

Interactive Media Versus Mass Media 163

Historical Development of User Interfaces 165

Television Interfaces 165


CONTENTS xi

Intuitive Interfaces 166

Keyboards 166

Computer Mouse 166

Touch Screens 167

Natural Input Methods 167

Graphical User Interfaces 167

Historical Development of the Internet and the World Wide Web 168

Internet Protocol 169

World Wide Web 170

Graphical Web Browsers 170

Broadband 171

Distribution Dynamics 171

Video Games 173

Historical Development of Video Games 174

Types of Video Games 177

Video-Game Industry 180

Trends in Video Games 182

Gamifkation 183

Augmented Reality 184

Ethics of Interactive Media 185 MEDIA CAREERS 186


^ MEDIA MATTERS 188

FURTHER READING 188

Features

( 1 ) INTERNATIONAL PERSPECTIVES: THE INTERNET OF

BABEL 164

^ MEDIA PIONEERS: SUPER MARIO 176

(§D CONVERGENCE CULTURE: IS PLAYING VIDEO GAMES BAD

FOR YOU? 181

PARTTHREE MEDIA PERSPECTIVES

mh

«

The Impact of Social Media 191

Defining Social Media 192 Dialogic Commmunication 193

Social Production 195

What Is "Social" About Social Media? 197 Choice 197

Conversation 197

Curation 198

Creation 199

Collaboration 199

Types of Social Media 200 Email 201

Discussion Boards and Web Forums 202

Chat Rooms 203

BlogsandMicroblogs 204

Wikis 205

Social-Networking Sites 207

Producers and Produsers Reputation, Ratings, and Trust

Privacy 215

Transparency 217

212 214

Social Media: The Good, the Bad, and the Ugly 218

Are Social Media Making Us Less Social? 218

Are Social Media Making Us Dumber? 220

MEDIA CAREERS 222


^ MEDIA MATTERS 224

FURTHER READING 224

Features

® INTERNATIONAL PERSPECTIVES: SOCIAL NETWORKS OF

INFLUENTIAL LANGUAGES 201

Q MEDIA PIONEERS: JACK DORSEY 206

(^CONVERGENCE CULTURE: ARE WE REALLY SEPARATED BY

SIX DEGREES? 211

C' ETHICS IN MEDIA: CYBERBULLYING: NEW TWISTS ON AN

OLD PROBLEM 219


Ab.

© I Journalism: From Information to Participation 227

What Is News? 228

The Historical Development of Journalism 230

News Values and the Associated Press 230

Pulitzer and Hearst: The Circulation Wars,

Sensationalism, and Standards 231

Joseph Pulitzer 233

William Randolph Hearst 234

The Rise of Electronic Journalism 234

Murrow and News in TV's Golden Age 235

Changes in Television News 235

Foundations of Journalism 236 The Hutchins Commission and A Free and

Responsible Press 236

Separation of Editorial and Business Operations 237

Fairness and Balance in News Coverage 237

Framing the News 238

Expert Sources 238

From Event to Public Eye: How News Is Created 239

Gathering the News 240

Producing the News 240

Distributing the News 242

Types of Journalism 243 Alternative Journalism 243

Public Journalism 244

Mb

Citizen Journalism 245

An International Perspective 246

Journalism in the Digital World 248 Nontraditional Sources 248

Online User Habits 250

Personalization 251

Contextualization 251

Convergence 251

The Business of Journalism 252 Salaries 253

Diversity in the Newsroom 254

MEDIA CAREERS 254


^ MEDIA MATTERS 256

FURTHER READING 256

Features

H^MEDIA PIONEERS: MARY ANN SHADDCARY

AND IDA B.WELLS 232

^ INTERNATIONAL PERSPECTIVES: COVERING ISLAM 238

(̂ CONVERGENCE CULTURE: PLATYPUS JOURNALISM:

THE FUTURE, OR EVOLUTIONARY DEAD END? 241

6 ETHICS IN MEDIA: MAINTAINING STANDARDS IN THE

DIGITAL AGE 252

Advertising and Public Relations: The Power of Persuasion 259

Strategic Communications 261 Persuasive Communications 262

The Role of Media in Persuasion 263

Advertising 264 The Historical Development of Advertising

Advertising Agencies 266

Commercial Television 266

Internet 267

The Rise of Branding 268

264

Selling Products, Selling Ideas 271

Advertising Channels 271

Print Media 272

Electronic Media 272

Outdoor 273

Direct Mail 274

Advertising in a Digital World 274

Cookies 274

Email Marketing 275

Banner Ads 275


CONTENTS xiii

Pop-Ups and Video 275

Classifieds and Auction Sites 275

Search-Engine Ads 276

Mobile Advertising 276

Behavioral Advertising 277

Viral Marketing 277

Native Advertising 277

The Advertising Business 278

Advertising Agencies 279

Public Relations 282 The Historical Development of Public Relations 282

Trends in the Development of Public Relations 284

PR and Media Relations 285

Pseudo-Events 286

Distributing News to the Media in the

Digital Age 286

Finding Sources Online 286

PR Firms and the PR Industry 286

Changing Trends in Advertising and PR 288 MEDIA CAREERS 290



FURTHER READING 292

Features

Q MEDIA PIONEERS: MADAM C.J. WALKER 265

@ CONVERGENCE CULTURE: MMORPG, FPS—AND IGA 270

^ INTERNATIONAL PERSPECTIVES: HAIR-RAISING SUBWAY

BILLBOARD AD GETS NOTICED 280

C£, MEDIA PIONEERS: DORIS E. FLEISCHMAN 284

B ETHICS IN MEDIA: FOOLING MOST OF THE PEOPLE

MOST OF THE TIME... DIGITALLY 288

PART FOUR lEDIA AND SOCIETY

Media Ethics 295

Ethics, Morals, and Laws 296

Major Systems of Ethical Reasoning 297 Character, or Virtue Ethics 297

The Golden Rule 297

The Golden Mean 298

Virtue Ethics in Action 298

Duties 298

The Categorical Imperative 299

Discourse Ethics 299

Duties-Based Ethics in Action 300

Consequences 300

Utilitarianism 301

Social Justice 301

Consequence-Based Ethics in Action 302

Relationships, or Dialogical Ethics 302

Ethics of Care 303

Dialogical Ethics in Action 304

Moral Relativism 305

Issues in Ethical Decision Making 306

Role of Commercialism in Media Ethics Media Types Influencing Content 309

308

Ethics in Journalism 310 Privacy Rights Versus the Public's Right to Know 310

Going Undercover 311

Victimizing the Victims 311

Misrepresentation and Plagiarism 312

Society of Professional Journalists Code of Ethics 312

Ethical Issues in Advertising 313 Deceptive Advertising 313

Puffery 314

Conflicts of Interest in Advertising 314

Advertising Codes of Ethics 314

Ethics in Public Relations 315 Conflicts of Interest in PR 316

Public Relations Codes of Ethics 317

Ethics in Entertainment 318 Stereotypes in Entertainment 318

Sex and Violence 319

MEDIA CAREERS 319


Wß MEDIA MATTERS 320

FURTHER READING 321


Features CONVERGENCE CULTURE: FORBIDDEN FRUIT 315

^ INTERNATIONAL PERSPECTIVES: MISTAKEN IDENTITY: ONE Q MEDIA PIONEERS: KALLE LASN 316

LIFE LOST, ANOTHER RUINED 303

Communication Law and Regulation in the Digital Age 323

The Legal Framework 324

The Foundations of Freedom of Expression 325

National Security 326

Clear and Present Danger 327

Prior Restraint 327

Libel 328

New York Times Co. v. Sullivan (1964) 328

Protecting Journalists Against Libel 329

Shield Laws 329

Censorship 331

The Censorship of Comics 331

The Hays Code 332

Indecent Content 333

Obscenity 334

Criticism, Ridicule, or Humor 335

Regulating Electronic Media 335 Early Days and the Radio Act of 1912 (1911-1926) 335

Increasing Regulation and the Federal Radio

Commission (1927-1933) 336

The Communications Act and Spectrum Scarcity

(1934-1995) 336

The Telecommunications Act and the Internet

(1996-Present) 337

International Electronic Media Regulation 338

The Federal Communications Commission (FCC) 339

Universal Service 340

The FCC, License Renewal, and Regulatory Power 340

Spectrum Auction 341

Regulating Commercial and Political Speech 341

Commercial Speech 342

Tobacco, Alcohol, and Marijuana Advertising 343

Unclear Regulatory Boundaries 343

Political Speech 344

Egual-Time Rule 344

Fairness Doctrine 344

Children's Programming Protections The Children's Television Act 345

Violent and Sexual Programming:

TheV-Chip 346

345

Intellectual Property Rights Fair Use 348

Privacy 348

346

349 Legal Issues in the Digital World Digital Rights Management 350

Privacy 351

Content Rights and Responsibilities 352

MEDIA CAREERS 352


^ MEDIA MATTERS 354

FURTHER READING 354

Features

% MEDIA PIONEERS: ANTHONY LEWIS 330

(̂ CONVERGENCE CULTURE: THE GREAT NETWORK

NEUTRALITY DEBATE 338

^ INTERNATIONAL PERSPECTIVES: THE RISE AND FALL OF

RUSSIAN MEDIA 339

€! ETHICS IN MEDIA: DOES THE PUNISHMENT FIT THE

CRIME? 350


CONTENTS xv

I Media Theory and Research 357

Role of Theory and Research 358

Mass Society, Mass Communication 359

Media-Effects Research 359 Propaganda and the Magic Bullet 360

Payne Fund 360

Radio's Wider Impact 361

Television and Violence 362

Limited Effects 363

Cultivation Analysis 363

Spiral of Silence 365

Third-Person Effect 365

Criticisms of Media-Effects Research 366

Understanding the Audience Audiences Creating Meaning 367

Uses and Gratifications 367

Encoding/Decoding 368

Reception Analysis 368

Framing 369

Cultural Studies 370 Ideology and the Culture Industry

Criticisms of Cultural Studies 372

Sociohistorical Frameworks Information Society 372

Political Economy 373

367

370

372

Media Ecology 374

Agenda Setting 375

New Directions in Media Research 376

Media Research: What Type of Science Is It? 378

Quantitative Research 380

Qualitative Research 380

Qualitative and Quantitative Research

Working Together 382

MEDIA CAREERS 382


Iß MEDIA MATTERS 384

FURTHER READING 384

Features

H)CONVERGENCE CULTURE: HOW FREE IS ACADEMIC

FREEDOM? 364

Q MEDIA PIONEERS: danah boyd 371

^ INTERNATIONAL PERSPECTIVES: THEORIES OLD, THEORIES

NEW,THEORIES BORROWED... 374

6' ETHICS IN MEDIA: ADVERTISING'S NEGATIVE EFFECTS ON

THE SEXES 377

Ate Ä

J Mass Communication and Politics in the Digital Age 387

Journalism and Political Coverage 388 Politicians Using the News 390

Sound Bites and Horse Races 390

The Changing Tone of Television Political

Coverage 391

Opinion Polls 391

Political Advertising 393 Impact of Negative Advertising 394

Effectiveness of Negative Advertising 394

Politics and Entertainment 396 Political Campaigns and Entertainment

Political Debates 397

396

Social Media and Political Campaigns Changes with Social Media 400

Changing Rules for Politicians 401

398

Social Media and Civic Engagement 403 Databases and Government Transparency 403

Smart Mobs 404


Political Polarization and Media Habits MEDIA CAREERS 407


Wß MEDIA MATTERS 408

FURTHER READING 408

4 0 5 0 INTERNATIONAL PERSPECTIVES: CROWDSOURCING

ELECTION MONITORING 402

Q MEDIA PIONEERS: BILL ADAIR 406

Features

6 ETHICS IN MEDIA: CAN IMAGERY LEAD TO ACTION? 395

(g)CONVERGENCE CULTURE: IMAGE IS EVERYTHING 399

J Global Media in the Digital Age 411

Four Theories of International Mass Communication 413

Authoritarian Theory 413

Libertarian Theory 413

Social Responsibility Theory 414

Soviet Theory 415

The Public, the Public Sphere, and Public Opinion 416

Political and Socioeconomic Issues with Global Media 418

Media in Developing Countries 418

Searching for Truth: Self-Censorship in China 420

The Digital Divide 422

Global Media, Local Values 423 New Worlds—or Cultural Imperialism? 424

Convergence and Its Discontents 425

Globalization of Media Production 427

Global Media Flow 428

Protecting Local Voices 429

Some Developing Nations 429

A Ne ighbour ing Nation 429

Promoting Global Voices 430

Cybersecurity and Media 431

MEDIA CAREERS 432



FURTHER READING 434

Features

(i1 ETHICS IN MEDIA: J-ETHINOMICS—TEACHING ETHICS

AND ECONOMICS IN JOURNALISM 414

(^CONVERGENCE CULTURE: THROUGH A PRISM OF GLOBAL

SURVEILLANCE 419

Q MEDIA PIONEERS: STEVE CHEN, CHAD HURLEY, AND

JAWED KARIM 426

GLOSSARY G-1

NOTES N-1

CREDITS C-1

INDEX 1-1


fifth edition a new introduction to mass communication

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