PrefaceAbout The AuthorsPart 1: The Changing Media LandscapeChapter 1: Mass Communication and its Digital TransformationTelephony: Case Study in ConvergenceThree Types of ConvergenceTechnological ConvergenceEconomic ConvergenceCultural ConvergenceImplications of ConvergenceMedia Organization Media Type Media Content Media Use Media DistributionMedia Audience Media Profession Attitudes And Values Mass Communication in the Digital AgeInterpersonal Communication Mass CommunicationMass Communication and ConvergenceFunctions of Mass CommunicationSurveillanceCorrelationCultural TransmissionEntertainmentTelevision: The Future of ConvergenceLooking Back and Moving ForwardFurther ReadingChapter 2: Media Literacy In The Digital AgeEducation and MediaWhat Is Media Literacy?What Makes Mediated Communication Different?SemioticsFramingEarly Concerns of Media EffectsMedia GrammarPrint MediaRadio and Recorded MusicFilm and TelevisionDigital-Media GrammarImplications of Commercial MediaCommercial-Media DebateConcentration of Media OwnershipMedia BiasDeveloping Critical Media-Literacy SkillsMedia CareersLooking Back And Moving ForwardFurther ReadingPart 2: Mass-Communication FormatsChapter 3: Print Media: Books, Newspapers, and MagazinesFunctions of Print MediaTransmission of CultureDiffusion of Ideas and KnowledgeEntertainmentDistinctive Functions of BooksHistory of Books to TodayMonastic ScribesJohannes GutenbergBeginnings of Mass Communication and Mass LiteracyCheaper and Smaller BooksDime NovelsMass-Market PaperbacksPrint-on-DemandEbooksCurrent Book-Industry IssuesSales and Readership of BooksOutlook fot BooksDistinctive Functions of NewspapersLocal NewspapersNational NewspapersHistory of Newspapers to TodayThe Commercial Press and the Partisan PressColonial Readership and FinancesThe Golden Age of NewspapersCurrent Newspaper-Industry IssuesNewspaper ChainsBenefits of ChainsProblems With ChainsLeading Newspaper ChainsDeclining Number of Daily NewspapersSales and Readership of NewspapersCirculation and ReadershipAdvertisingOutlook for NewspapersDistinctive Functions of MagazinesHistory of Magazines to TodayCurrent Magazine-Industry IssuesSales and Readership of MagazinesOutlook for MagazinesMedia CareersLooking Back and Moving ForwardFurther ReadingChapter 4: Audio Media: Music Recordings, RadioThe Recording IndustryDistinctive Functions of the Recording IndustryHistory of Recorded MusicFrom Tin Pan Alley to HollywoodRootsof Rock and RollRedefining RockThe Recording Industry TodayRecording-Industry Business ModelCreationPromotionDistributionPricing StructureOutlook for the Recording IndustryDigital Rights Management and Illegal File SharingNew Business Models EmergingWhat Is Broadcasting?RadioDistinctive Functions of RadioHistory of RadioWireless TelegraphyExploring Radio''s Early PotentialVoice TransmissionRadio Before, During, and After WWIWidespread Public Adoption of RadioFm Radio, Edwin Howard Armstrong, and David SarnoffCreating a Viable Business Model for RadioThe Rise of Radio NetworksConsolidation in Radio Station OwnershipThe Radio Industry TodayRadio Station ProgrammingOutlook for the Radio IndustryPodcastingSatellite RadioMedia CareersLooking Back and Moving ForwardFurther ReadingChapter 5: Visual Media: Photography, Movies, and TelevisionPhotographyHistory of PhotographyPhotographic Industry TodayMoviesHistory of the Movie IndustrySilent Era: New Medium, New Technologies, New StorytellingMéliès and GriffithMurnau, Flaherty, and EisensteinSound and ColorHollywood Movie MogulsWarner BrothersWalt DisneySamuel GoldwynMarcus LoewLouis B. MayerHollywood Star SystemThe Director as AuteurTechnological Influences on Movie GenresOther Entertainment Sources for MoviesDvds and StreamingMovie Industry TodayMarketing and Distribution for MoviesMovie-Industry Business ModelOutlook for the Movie IndustryTelevisionHistory of TelevisionSeeing the Light: The First Television SystemsModern Television Takes ShapeProgramming and Genre InfluencesPushing the Programming EnvelopeCable Comes of AgeFilling the DaysFilling the NightsSportsReality ShowsDigital Television: Preparing the Way for ConvergenceThe Rise of Flat-Panel DisplaysTelevision DistributionBroadcast TVCable TVSatellite TVTelevision Industry TodayCable System StructureSatellite Vs. CableTelevision-Industry Business ModelOutlook for the Television IndustryMedia CareersLooking Back and Moving ForwardFurther ReadingChapter 6: Interactive Media: The Internet, Video Games, and Augmented RealityInteractivity DefinedInteractive Media Vs. Mass MediaHistorical Development of User InterfacesTelevision InterfacesIntuitive InterfacesKeyboardsComputer MouseTouch ScreensNatural Input MethodsGraphical User InterfacesHistorical Development of the Internet and the World Wide WebInternet ProtocolWorld Wide WebGraphical Web BrowsersBroadbandDistribution DynamicsVideo GamesHistorical Development of Video GamesTypes of Video GamesVideo-Game IndustryTrends in Video GamesGamificationAugmented RealityEthics of Interactive MediaMedia CareersLooking Back and Moving ForwardFurther ReadingPart 3: Media PerspectivesChapter 7: The Impact of Social MediaDefining Social MediaDialogic CommmunicationSocial ProductionWhat Is "Social" about Social Media?ChoiceConversationCurationCreationCollaborationTypes of Social MediaEmailDiscussion Boards and Web ForumsChat RoomsBlogs and MicroblogsWikisSocial-Networking SitesProducers and ProdusersReputation, Ratings, and TrustPrivacyTransparencySocial Media: The Good, the Bad, and the UglyAre Social Media Making Us Less Social?Are Social Media Making Us Dumber?Media CareersLooking Back and Moving ForwardFurther ReadingChapter 8: Journalism: From Information to ParticipationWhat Is News?The Historical Development of JournalismNews Values and the Associated PressPulitzer and Hearst: The Circulation Wars, Sensationalism, And StandardsJoseph PulitzerWilliam Randolph HearstThe Rise of Electronic JournalismMurrow And News in TV''s Golden AgeChanges in Television NewsFoundations of JournalismThe Hutchins Commission and a Free and Responsible PressSeparation of Editorial and Business OperationsFairness and Balance in News CoverageFraming the NewsExpert SourcesFrom Event to Public Eye: How News Is CreatedGathering the NewsProducing the NewsDistributing the NewsTypes of JournalismAlternative JournalismPublic JournalismCitizen JournalismConstructive JournalismAn International PerspectiveJournalism in the Digital WorldNontraditional SourcesOnline User HabitsPersonalizationContextualizationConvergenceThe Business of JournalismSalariesDiversity in the NewsroomMedia CareersLooking Back and Moving ForwardFurther ReadingChapter 9: Public Relations: Building Relationships with Strategic CommunicationsStrategic CommunicationsPersuasive CommunicationsElaboration Likelihood Model (ELM)The Role of Media in PersuasionPublic RelationsThe Historical Development of Public RelationsTrends in the Development of Public RelationsPR and Media RelationsPseudo-EventsDistributing News to the Media in the Digital AgeFinding Sources OnlinePR Firms and the PR IndustryChanging Trends in PRMedia CareersLooking Back and Moving ForwardFurther ReadingChapter 10: Advertising: The Power of PersuasionAdvertisingThe Historical Development of AdvertisingAdvertising AgenciesCommercial TelevisionInternetThe Rise of BrandingSelling Products, Selling IdeasAdvertising ChannelsPrint MediaElectronic MediaOutdoorDirect MailAdvertising in a Digital WorldCookiesEmail MarketingBanner AdsPop-Ups and VideoClassifieds nd Auction SitesSearch-Engine AdsMobile AdvertisingIn-Game AdvertisingBehavioral AdvertisingViral MarketingNative AdvertisingThe Advertising BusinessAdvertising AgenciesChanging Trends in AdvertisingMedia CareersLooking Back and Moving ForwardFurther ReadingPart 4: Media and SocietyChapter 11: Media EthicsEthics, Morals, and LawsMajor Systems of Ethical ReasoningCharacter, or Virtue EthicsThe Golden RuleThe Golden MeanVirtue Ethics in ActionDutiesThe Categorical ImperativeDiscourse EthicsDuties-Based Ethics in ActionConsequencesUtilitarianismSocial JusticeConsequence-Based Ethics in ActionRelationships, or Dialogical EthicsEthics of CareDialogical Ethics in ActionMoral RelativismIssues in Ethical Decision MakingRole of Commercialism in Media EthicsMedia Types Influencing ContentEthics in JournalismPrivacy Rights Versus the Public''s Right to KnowGoing UndercoverVictimizing the VictimsMispresentation and PlagiarismSociety of Professional Journalists Code of EthicsEthical Issues in AdvertisingDeceptive AdvertisingPufferyConflicts of Interest in AdvertisingAdvertising Codes of EthicsEthics in Public RelationsConflicts of Interest in PRPublic Relations Codes of EthicsEthics in EntertainmentStereotypes in EntertainmentSex and ViolenceMedia CareersLooking Back and Moving ForwardFurther ReadingChapter 12: Communication Law and Regulation in the Digital AgeThe Legal FrameworkThe Foundations of Freedom of ExpressionNational SecurityClear and Present DangerPrior RestraintLibelNew York Times V. Sullivan (1964)Protecting Journalists against LibelShield LawsCensorshipThe Censorship of ComicsThe Hays CodeIndecent ContentObscenityCriticism, Ridicule, or HumorRegulating Electronic MediaEarly Days and the Radio Act of 1912 (1911-1926)Increasing Regulation and the Federal Radio Commission (1927-1933)The Communications Act and Spectrum Scarcity (1934-1995)The Telecommunications Act and the Internet (1996- Present)International Electronic Media Regulation The Federal Communications Commission (FCC)Universal ServiceThe FCC, License Renewal, and Regulatory PowerSpectrum AuctionRegulating Commercial and Political SpeechCommercial SpeechTobacco, Alcohol, and Marijuana AdvertisingUnclear Regulatory BoundariesPolitical SpeechEqual-Time RuleFairness DoctrineChildren''s Programming ProtectionsThe Children''s Television ActViolent and Sexual Programming: The V-ChipIntellectual Property RightsFair UsePrivacyLegal Issues in the Digital WorldDig.